Good medical copywriting is an essential component of marketing your medical practice online…without it, hardly anyone will have the motivation to contact you about your services.
A big part of using medical copywriting to your advantage lies in identifying your “hungry market” – people looking for a solution to their problem who cannot find one. If your copy doesn’t appeal to this “hungry market,” it will hardly benefit you…no matter if you do it yourself or pay a professional.
How do you find this “hungry market” you ask?
Conventional methods involve keyword research, a necessary task indeed to find words you should use in your copy for SEO purposes. Some keyword research tools even teach you how to identify a market, find out who they are and what they want.
However, this alone misses a key point in identifying the “hungry market” for your practice.
More importantly than simply knowing the right market, your message has to include the right offer with the right message delivered the right way. Keyword research alone cannot address this challenge.
Copywriting veteran David Garfinkel suggests three questions you should ask and answer to ensure your medical copy is as effective as it can be.
- Who is your market?
- What is their problem?
- How do they talk about it?
The third question is key – and the one most copywriters miss.
Think about this way…keywords are like ingredients in a recipe. But to make the dish taste great, the ingredients have to be mixed in a certain way. Leaving out an ingredient or using too much or too little means the dish, or copy, will not be very good.