Medical copywriting – what is it and what is it used for?
Which doctor is most often visited in the event of disturbing symptoms? There is no doubt that the average Nigerian will first seek advice from ‘Dr. Google’. Universal access to the Internet has created an unprecedented situation in which each of us has the opportunity to use medical content and expand our knowledge. This is an extremely shaky ground, due to the varying quality of publicly available materials. I know what I am writing because I am one of the people who create them. As one of Dr. Google’s team I can authoritatively tell you one thing: medical copywriting is a very responsible task!
Between science and advertising – What does a medical copywriter really do?
Copywriters are usually Renaissance men who can present any topic in a clear and engaging way for the reader. However, there are issues that are exceptionally challenging to understand, and standard research leaves more questions than answers.
A perfect example here are medical topics, which often require the copywriter to have knowledge of basic sciences, but also to move efficiently between the latest discoveries and scientific research. In such a case, a person for special tasks is necessary – a medical copywriter.
A medical copywriter probably knows the difference between tachypnea and hyperpnea, maybe he can list at least 10 causes of hypercalcemia, but his main skill is primarily the ability to describe these terms in a way that is accessible to the target reader. After all, it would seem that a copywriter should stand out with a light pen and a style that is understandable to everyone.
Writing medical content, however, requires a great deal of flexibility from a copywriter, as he or she creates not only popular science texts, but often also industry materials aimed at specialists.
Is medical copywriting a future profession?
- We can observe that promotions using rigid texts created for the search engine algorithm are increasingly being abandoned, focusing on content marketing and building long-term relationships with the client. It is no wonder that the demand for copywriters creating valuable and specialized texts, including texts on medical topics, is growing.It should be emphasized that marketing in the medical industry is developing dynamically, even though the number of good medical copywriters in the market is still small. It can therefore be said with certainty that medical copywriting is a profession in Poland in which there is still a lot to achieve.The skills of medical copywriters are extremely desirable when creating content for entities such as:
- pharmaceutical companies;
- medical-related websites;
- medical universities and colleges;
- medical centers and clinics;
- private medical practices;
- medical supply stores.
Copywriters perspectives about medical copywriting
Medical copywriting is very often treated as a sub-specialization of copywriting, dealing with a specific, rather narrow topic. From the perspective of creators, however, it looks a bit different.
A medical copywriter must master not only correct Polish or basic SEO principles, but above all, should develop the correct writing methodology and even professional ethics from the very beginning.
Does a medical copywriter need to have a medical education?
The answer to this question is simple: a medical copywriter does not have to, but should have a specialized education. Currently, copywriting is not a regulated profession, which means that anyone can create medical contents, although not everyone should do it.
The lack of basic knowledge in the field of basic sciences, as well as the lack of the ability to critically evaluate the sources used, often results in a low level of the texts offered. The clients pay for the substantive errors of copywriters, whose image of reliable professionals is severely damaged.
It is also worth mentioning that a medical education is a great convenience for a copywriter. It translates primarily into comfort and work efficiency, because the knowledge acquired during studies significantly shortens the time necessary to delve into a given topic. Knowledge of specialist professional language is also important, which makes it easier to navigate the maze of research and guidelines.
High substantive value of texts is essential!
Taking care of the substantive content begins at the stage of initial research is very important in this profession. The choice of sources determines whether the resulting content will be another copy of popular science articles or a valuable study of the subject taking into account the latest research.
So where should you draw your knowledge from so that the information in your texts is fully credible? A novice medical copywriter should first of all make friends with:
- databases such as PubMed or Google Scholar;
- the latest guidelines from Nigerian and foreign scientific societies;
- regularly updated textbooks such and journals.
Responsibilities and ethics in medical copywriting profession
A medical copywriter is, in a way, the personification of the proverbial Dr. Google.
When creating articles, it is worth remembering that they are often the first (and sometimes the only!) source of information for many people.
This is a huge responsibility, because ill-advised advice can negatively affect the health behaviors of many people, including those who are potentially ill.
As part of unofficial professional ethics, a medical copywriter should avoid creating articles that:
- promote pseudo-medical theories;
- promote risky and harmful behaviors;
- discourage medical consultations;
- are based on outdated guidelines;
- are based on unreliable scientific research.
Summary
- A medical copywriter creates not only popular science contents, but often also industry materials aimed at specialists.
- A medical education is a great help for a copywriter when creating content, but it is not necessary.
- It is worth drawing medical knowledge from specialist databases, the latest guidelines from English and foreign scientific societies, as well as from regularly updated textbooks and journals.
Do you need professional medical articles for your company?
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