WHAT IS THE ROLE OF A HEALTHCARE COPYWRITER? (AND WHY YOUR BRAND NEEDS ONE)
- Maxine Knight
- Apr 5
- 3 min read
If you're in the healthcare industry, you've likely heard the term "healthcare copywriter." But beyond the buzzword, what exactly does a healthcare copywriter do – and why does your brand need one?
In an industry where trust, clarity and compliance are crucial, your messaging can’t afford to be vague, confusing, or outdated. That’s where a healthcare copywriter steps in.
What is a healthcare copywriter?
A healthcare copywriter is a specialist who crafts written content specifically for the healthcare sector. This might include hospitals, private practices, health tech companies, pharmaceutical brands, wellness businesses and public health campaigns.
Unlike general copywriters, healthcare copywriters understand the nuances of medical terminology, compliance regulations (like MHRA or NHS guidelines) and the sensitivities involved in health communication. They write with accuracy and empathy.
Key skills of a great healthcare copywriter
Medical literacy: Can translate complex medical jargon into clear, digestible language for the general public.
Regulatory knowledge: Understands industry standards for compliance and patient protection.
Empathy-driven writing: Writes with compassion and awareness, keeping the reader’s emotional state in mind.
SEO proficiency: Knows how to optimise health content for search engines to ensure visibility.
Services a healthcare copywriter offers
Healthcare copywriters work across various content formats. Here's what they typically help with:
Blog posts: These educate patients, improve your SEO and establish your brand as a trusted voice.
Landing pages & websites: Your online presence should provide reassurance, clarity and strong calls to action.
Patient resources: Including brochures, explainer leaflets, care guides and FAQs tailored for various literacy levels.
Email campaigns: From appointment reminders to wellness tips, emails keep your audience informed and engaged.
Video scripts: For explainer videos, treatment walkthroughs, or consultant profiles.
Why healthcare brands need a copywriter
Still unsure whether to invest in a specialist? Here's why it’s worth it:
1. You need to build trust
Trust is everything in healthcare. Your content should be informative, empathetic and professional. The right copy builds credibility with patients and partners alike.
2. You want to be understood
Medical terminology can be intimidating. A good healthcare copywriter bridges the gap between scientific language and everyday understanding.
3. You want to appear on Google
Patients often search for symptoms, treatments, or local providers. SEO-optimised health content ensures your services show up when people are looking.
4. You want actionable results
Whether it’s getting patients to book an appointment or download a health guide, clear and persuasive copy helps drive real results.
5. You need to stay compliant
Healthcare content must be accurate and ethical. Healthcare copywriters are familiar with regulatory frameworks like the MHRA, FDA and NHS England’s communications guidance.
How to choose the right healthcare copywriter
Not all copywriters are the right fit. Here’s what to look for:
A portfolio with healthcare content
A tone that feels informed yet approachable
Familiarity with regulatory environments
Testimonials from clients in the medical field
Real-world impact: A case study
Let’s say a private fertility clinic in London was struggling to connect with prospective patients. Their website was filled with dense, clinical language that overwhelmed visitors. After hiring a healthcare copywriter to rework their content, the clinic saw the following:
32% drop in bounce rates
A 45% increase in online booking conversions
More positive patient feedback, especially about how easy it was to understand their options
This is the difference clear, patient-focused copy can make.
In healthcare, words matter. Whether you're launching a new service, updating your website, or sending out a patient guide, the way you communicate can improve lives–or make them more difficult.
A healthcare copywriter helps you find the right words to educate, reassure and convert your audience.
Looking for an experienced healthcare copywriter who can connect with patients and elevate your brand? Schedule a free 30-minute call and let’s bring clarity and compassion to your content.