Whether you’re a copywriter or content writer, at some point in your career, if not at several...
Medical content writing samples: how to create effective copy that makes an impact
For many, the concept of creating medical content writing samples can be a challenging one – after all, they’re a long way away from more commercial forms of copywriting, and as a highly genre-specific form of content, knowing you’re getting it right can be even more difficult. So when it comes to creating effective copy for medical content that’s impactful, informative and includes all the right things, this guide might be just the starting point you need.
Where to start when creating medical content writing samples?
The key to starting to write effective medical content is planning. As with every other form of content creation, if you’re not planning out for your medical content writing samples then you’re already setting yourself up to fail. This is especially key with content that’s research-heavy and is especially reliant on detailed information and accurate facts. Getting it right is even more important for medical content, especially when it comes to creating copy that’s used by the public or that acts as a resource for others in the field.
These steps are essential before you even open that blank document to ensure your medical copywriting is as accurate as it is impactful:
1. Put your plan down on paper
If the content you are aiming to create has a clear goal or requirement for its creation, then writing down a plan for how you’re going to convey those concepts is the ideal place to start. Not only does this ensure you include all the vital information required, but it ensures your content stays on track and relevant to its target audience.
2. Do your research
All medical copy, whether it’s medical guides or surgical guidelines, has one thing in common: it must be accurate, and it must be well-researched. Medicine is a field where facts, information and even guidelines change all the time. Ensuring your content is up to date and accurate is a must for medical content in the same way it is for any form of scientific copy, to provide information that’s factual and true to now.
3. Understand the context of your medical content
The medical field is a vast one. As such, writing medical content writing samples that only focus on one specific area is a mistake many content creators make. Understanding the context of medical copy is just as important as knowing the facts. Medical copy, written for public consumption, for example, will be far different from that designed for professional reference. Know your context before you start writing, and the results will be far more effective.
3 examples of high-quality medical content writing samples
Once you have an idea on how your content should flow, and you’ve done all the research required, it’s time to start writing your medical content writing samples. But what should be included in those medical copy samples to ensure they’re effective? Here are just a few examples where medical content has been created in an impactful and imaginative way:
1. NHS One You
When it comes to creating contextual medical copy that appeals to a public audience, the NHS’s One You website is an excellent example. For starters it makes use of the most important word in a copywriter's arsenal - 'you' - to appeal to readers directly and inspire action.
By covering a range of different important medical themes in a way that’s easy to understand, quick to read and eye-catching to readers, the copywriters behind the NHS' campaign have created engaging content that gets the point across. The use of listicles, broken-down medical information and factual research all shine through here, providing copy that’s cohesive and impactful to people of all ages and backgrounds, and that encourages buy-in from readers. This is especially the case with campaigns like Stoptober on the platform, which use more traditional marketing copy in order to achieve results.
Another platform where compelling, accurate and informative copy is a must, Patient provides insight and education to the public regarding many different health concerns as well as many different online resources. As such, the content created for this platform has two requirements: being accurate, and being informative to the right audience.
Content created for this platform is an excellent example of copy that is used for the general public but is for the purpose of conveying important information instead of getting them to invest in a concept. While this form of content is more passive, it still has to get the attention of the target audience – something that is achieved by contextualising and presenting information in appealing ways.
The National Institute for Health and Care Excellence is a great example of content created for the purposes of consultants in comparison to the copy above that’s intended more for public consumption.
This content is far more technical in nature and is designed to provide relevant medical information quickly and efficiently. This is vitally important when it comes to medical guidance and standards, that can change often and require frequent reviews. For content designed for medical professionals, the need to include technical terms and the utmost accuracy in all information is critical, requiring an entirely different skillset and starting point for content creators.
How can I make my medical content writing samples impactful?
How can you create medical copy that’s impactful and effective, like the above examples? Taking a closer look at exactly what you’re trying to do with your content is the ideal place to start. Once you’ve got all the facts and vital research in your copy, here are a few things you can do to improve its impact and increase the success of the piece overall:
1. Be clear and to the point
Being to-the-point can often be a more effective way to create medical copy, so don’t be afraid to use shorter sentences and less padding in your writing. Depending on the audience for your medical content writing sample, content that is no-nonsense and easy to read quickly can be a huge benefit.
2. Write for your audience
If your medical content writing is designed for a public audience, the use of more personable content style and even friendly language can be an excellent way to soften subject matter. Don’t go too far with it, but adding a human touch can be invaluable – especially for marketing content.
If you’re interested in writing medical content writing samples for a job, or you simply want to improve the quality of your current content for the medical industry, these tips can give you a little extra guidance to help make your work more accurate, impactful and above all effective. It’s easy to forget that all content starts from the same building blocks – but starting from the bottom up can ensure your content is exactly what the intended reader is looking for.
Main image credit: Robina Weermeijer
Screenshots: NHS One You, Patient, NICE