Learning the Basics to Medical Content Writing

When it comes to their health and medical concerns, people have a lot of questions. Where are they going to turn for answers? These days, the internet is the first place people look when they have questions like “Why am I so tired?” and “What causes hiccups?”. This is why medical content writing is important. 

Ideally, people searching for health and medical information will find trustworthy, reliable information to help them find a solution. One way that medical providers can do so is to make sure they are the ones providing that information. Medical content writing helps to build a relationship with  your audience of potential patients. 

Medical content writing is meant to provide usable, relevant information to an audience, similar to other forms of content writing, Often, the audience is looking for information about a specific medical issue, although they might also be searching for ways to live more healthfully and to prevent future disease.

Who Is Medical Content Writing For?

What sorts of organizations can benefit from hiring a medical content writer or working medical content writing into their marketing plans? Medical providers, such as dentists, primary care physicians, and specialists can all benefit from medical content writing.

A blog on the website of a provider’s practice can offer people basic answers to commonly asked questions, or provide greater details about specific illnesses or medical procedures. Although the goal is in some ways to get people to visit a specific provider, the writing exists primarily to give people information and to build trust.

Nonprofits that are in the medical field can also benefit from medical content writing. Organizations such as the American Heart Association and the American Diabetes Association use content writing on their websites to get information out to people about how to stay healthy.

Why Use Medical Content Writing?

Let’s say you’re a doctor, dentist, or another medical professional. Why should you use medical content writing? There are a few reasons.

First, having reliable information readily available to people who need it helps to establish trust. According to the 2018 Edelman Trust Barometer, about 63 percent of people trust the health care sector, but trust in the sector as a whole is falling. Meanwhile, trust in hospitals and medical clinics is on the increase.

Medical content writing is one of the more trusted ways to connect with people. As Nielsen’s Global Trust in Advertising survey revealed, the information companies provide on their own websites is one of the most trusted forms of advertising.

Aside from building trust with consumers, another reason to use medical content writing is that it helps to give your company’s website some authority, which can help to improve its search rankings. Google and other search engines look at overall quality when determining how to rank results. The more informative and accurate your brand’s medical writing, the higher it will rank.

A study from 2014 examined the accuracy of search results when it came to correctly making a diagnosis. The study found that the results on the first page of the search engine results tended to be considerably more accurate than the results on the fourth page.

One last reason to use medical content writing: People are actively searching for information. A Consumer Reports survey found that 65 percent of people in the US used a website or searched online to find medical information in the past year. People want the information you have to offer, and it’s up to you to make sure they can get it.

What Makes Medical Content Writing Great?

People want medical information, when they are concerned about a particular set of symptoms.  The truth is, some sources of medical information are better than others, both in terms of the quality of information and the quality of the writing. So what separates excellent medical content writing from not-so-excellent medical content writing?

Great medical content writing usually has the following

Research to back up claims

Medical content writing can’t be fluffy or full of questionable statistics. The best medical writing has data behind it, as well as the knowledge of an experienced provider.

Engaging tone.

It’s not uncommon to find medical writing that reads like it was written by a robot, or that’s overly complex and alienating to the general public. If you’re trying to connect with everyday people, the writing needs to be friendly, easy to understand, and relatable.

Quality writing

Excellent medical content  needs to be well written. It has to be engaging and easy to read. Following basic grammar rules and making it easy for the reader to understand. 

Unique point of view 

Why should patients check out your website and ultimately make an appointment with your practice? Top-notch medical content shows off exactly what makes your brand unique and special.

Take Note: Examples of Stellar Medical Content Writing

Sometimes, it helps to take a look at what others have done  to get an idea of what good medical content writing looks like. Here are a few examples of notable medical writing.

CDC.gov 

When you visit the Centers for Disease Control and Prevention’s website, what do you expect to find? Instead of lengthy policy papers or boring government speak, find a site with engaging relevant articles, directed to the general public. The content  has three categories,  “Diseases and Conditions,” “Healthy Living,” and “Traveler’s Health.” Within each section are easy-to-digest articles on a range of topics.

Dr. Reath “Girlfriend’s Guide to Breast Augmentation” 

A plastic surgeon based in Knoxville, Dr. Reath’s office has put together an ebook designed specifically for women considering breast augmentation. The ebook is written in a chatty tone of voice, as if it’s one BFF giving her friend the inside scoop.

How to Start With Medical Content Writing

You’re on board with the idea of using content writing as part of your practice’s marketing. The next question step is learning to start with medical content writing. 

Unless you’re absolutely confident in your writing ability, it can be helpful to outsource your medical content writing. Professional medical content writers know the medical terminology and the ins and outs of writing for the web. They know how to produce content that’s not only accurate, but also engaging.

When looking for a company to partner with, there are a few things to keep in mind. One is the quality of the writers. Some content writing companies operate under the belief that anyone can write on any subject — all it takes is a few Google searches, and voila, instant expert!

 Non-expert writers will produce content with a little lackluster, because they don’t have an in-depth understanding of the topic. 

For that reason, it’s better to work with a company that partners with experienced writers who have knowledge and expertise in the health care or medical field.

Another thing to look for in a content writing services provider is reliability. How frequently will they deliver blog posts or other written material to you? Having a regular schedule for posting is important for your site’s SEO, and for encouraging readers to keep coming back.

Takeaway

Ideally, the company will work with you to determine your goals for the content writing. To help you put together a publishing schedule that best meets your needs.

Medical content can help attract interested people to your brand’s website. Whether you’re a medical provider or a non-profit, giving people the content they want can help you work towards your mission and goals.