Attention health practitioners!
Many of my clients are in the medical or allied health fields, so I have learned a lot about health care copywriting.
There are a few reasons why this is quite a specialised niche, the main ones being that not many people:
- understand medical terminology;
- are familiar with the Guidelines set out by the Australian Health Practitioner Regulation Agency.
Interpreting Medical Speak
First of all, most health practitioners write in an academic style. They know their stuff!
The trouble is that your average Joe or Joanna on the street doesn’t. The most successful web content can be easily read by a 12 year old, so if your website is filled with terms like:
- patellar dislocation or subluxation;
- dissociative identity disorder;
- hyperopia and hypermetropia;
- foraminatomy or laminectomy;
then it is not going to attract or hold the interest of your potential patients or clients. (Note that I said FILLED with these terms. It’s okay to use them occasionally, IF you include an explanation.)
Here are the same terms rephrased in ways that the general public will understand (even if it is not medically “correct”):
- dislocated knee;
- “split” personality;
- types of spine surgery.
Don’t ever be fooled into thinking that simple, easy to read text is easy to write. There is a real art to being able to write concise, clear copy – most people waffle!
Web Content that follows AHPRA Guidelines
The other challenge is that there are all sorts of restrictions placed on how health practitioners can advertise or promote their business, whether in brochures, TV ads, or on their own websites – for details, visit the Australian Health Practitioner (AHPRA) Guidelines.
If you are found in breach of the AHPRA Guidelines, it is a criminal offense and at time of writing, carries a fine of up to $5 000 (individual) or $10 000 (bodies corporate). And do you know who’s liable if one of your staff or a contractor stuffs up? YOU, the health practitioner. So you will want to make sure that if you delegate or outsource any marketing tasks, that your employee or copywriter has more than a passing acquaintance with these guidelines!
Here are just a few examples which could get you into hot water:
- Best Optometrist in Town
- 10% off Dental Checkups this Month
- We have the Cheapest Chiropractor Fees in the City
- Our Physiotherapy Treatments will make you Taller!
- Read these Testimonials from Happy Clients of our Podiatry Clinic
- Stop Smoking Guaranteed with our Dietitian
- All our Psychologists specialise in Hypnotherapy (unless they are endorsed or have specific qualifications in this area)
As you can see, some of the most common advertising and promotional tactics are just not an option for health care and medical businesses.
If you are a medical professional or a health care business wanting to become more competitive in online search results, I’d love to help. Not only can I write web content and newsletters that get read, I also know how to attract the attention of Google. I’ve written web content for a range of businesses in the health and medical sector, including:
- Podiatry Clinics;
- Psychologists and Clinical Psychologists;
- Dietitians and Nutritionists;
- Acupuncturists/Traditional Chinese Medicine practitioners;
- and other related health and wellbeing industries such as massage therapy, beauty therapy, yoga studios, etc.
The Goal of Health Care Copywriting
While ranking on the front page of Google is highly desirable, it is not the ultimate goal when it comes to health care copywriting for the web. At the end of the day, you want not just to rank well in search engine results, but to also have:
- text shown with your Google listing (known as a meta description) which entices people to click through to your website;
- content that visitors can’t help but read;
- and finally, plenty of bookings and enquiries!
As a health care professional, you take care of others. Let me take care of your copywriting needs: email@example.com or 0421 757 424.