The world of healthcare and medicine continues to evolve and update, not just scientifically but also in terms of mediated and unmediated communication. If a decade ago we were satisfied with random questions to Dr. Google, today’s changing needs, combined with technological advancements, lead us to search for and find information about an entirely different league.
We, as healthcare and medicine consumers, along with healthcare service providers, seek to maintain full, transparent, accurate, and reliable communication. Empty promises like “Lose weight in 3 days” and clickbaits like “Cure diabetes naturally” no longer impress anyone. With the advent of artificial intelligence (AI), the rules of the game are about to change even more.
In this era of rapid change, where we started fast and are continuing to accelerate, transparency, accuracy, and reliability are the name of the game. It’s no coincidence that patients are referred to today as consumers and customers. Nowadays, we don’t waste time sitting in health clinic corridors for a “question”; we don’t even need to come in to get a prescription, and sometimes not even for a diagnosis. There are numerous digital and efficient alternatives that save time for both healthcare professionals and patients, while also allowing us to choose the services we need rather than just settling for what the neighborhood clinic offers, no matter how good and community-oriented it may be.
Why settle for an appointment with a dermatologist who comes to the community clinic once a week when, in the same timeframe, you can get an appointment at a private clinic that offers a variety of services simultaneously, through supplemental insurance, private insurance, or a clinic that has an agreement with the health fund we are insured with?
And just as importantly, how do we know how to choose the clinic, doctor, dietitian, or surgeon that suits our needs?
Marketing in a White Coat: How to Write Medical Content
Writing medical content is not the same as writing content in other “lifestyle” fields. Cosmetics, nutrition, vitamins and minerals, and physical activity all have their place. However, whether writing for healthcare professionals or for the general public, it is a complex task whose results must be accurate, polished, and, most importantly, understandable in a clear and reliable manner.
(Precise content depends on accessible data — in medicine as in business, trapped data means trapped insights.)
A medical content writer must develop significant skills and qualities, including:
Understanding medical, scientific, and research terms in both Hebrew and English.
Conducting in-depth research, including reading validated studies.
Being familiar with the Ministry of Health regulations, particularly procedures 134 and 137.
Collaborating with healthcare professionals and knowing how to receive feedback.
And without diminishing the respect for healthcare professionals, knowing how to “translate” the information into simple language with just the right amount of light and continuous writing style, allowing anyone to understand and digest the information.
Writing with empathy and a genuine desire to help understand conditions and diseases that can be difficult and life-threatening.
Additionally, a writer in the fields of health, medicine, and everything in between must fine-tune the style: “The medium is the message,” said philosopher Marshall McLuhan, and he was right. There is a wide range of writing styles, from scientific writing to blog writing, from Q&A to case descriptions. When it comes to diseases, medications, lifestyle, or physical and mental health, it is crucial to choose the right and precise style, tailoring it to the needs of the target audiences.
High-level, scientific, and research language versus clear, everyday language
Accurate and validated research quotes, data, and information—versus simple and basic information
Detailed explanations for medical procedures versus general mentions
Practical and local tips versus guidelines from the international medical literature
And so on…
Throughout the writing process, it’s essential to assess the level of marketing. Yes, marketing is not a dirty word, certainly not in the age of social networks, where even doctors seek attention and exposure. Particularly in health fields that intersect with other areas: obesity, aesthetic treatments, nutrition, physical activity, smoking, etc.
This extends to considerations such as visuals: using original photography, stock images, creating videos, infographics, illustrations, online interviews, podcasts, and contact platforms.
And what about distribution?
The methods of distributing medical information are numerous and diverse, even more so than any other content field. In addition to using various social networks, there are numerous platforms that allow for precise targeting of different audiences. The ability to target and achieve maximum exposure requires, of course, deep familiarity with all these platforms, media, digital tools, and others, as well as an understanding of regulatory limitations.
In short, that’s what we’re here for.
Osnat Ofer has been a digital content writer and editor in the fields of health and medicine for 25 years, a former health correspondent, and the author of two popular books on health topics.
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Precise medical content starts with accessible data. In any domain, trapped data means trapped insights. And digital strategy determines who reads what you write. Need content strategy? →
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