What I learned about medical marketing writing

How do you promote a service that’s necessary, but people never want to need? Like cataract surgery.

Out of the many industries in which I’ve worked, writing medical marketing content for doctors was the most challenging and also the most rewarding.

Creating communication that will bridge the gaps between the practitioner’s world and the patient’s world can be fiercely complex.

The reasons may not be what you think.

Read now on my professional blog.

It’s Not Copywriting! …or Is It?

“Remember, what we do is not copywriting…..”

Said the editor after reading my comments about a piece I had rewritten. “We do content writing.”

She lifted her eyebrows as if looking down on me, where she was probably seeing me on her computer screen.

“Sure,” I replied, “but you do want your readers to take action. I mean, you want them to click on one of the CTAs, right?”

Her eyes moved back to the second computer screen, where the text must have been displayed.

“But we don’t sell”, her tone of voice was dry and decisive. And before I could explain what I was getting at, she added: “We never want people to feel like we are trying to sell them something.”

At this point I, wished we weren’t on Zoom. Should I enlighten her and explain that she had just described the essence of copywriting?

From Flowers to APIs – a Brief History of Affiliate Marketing

If you think affiliate marketing started on the internet, think again. O.k., sorry, you’re right! We can’t imagine a world without the internet either. 

But seriously, refer-a-friend-programs existed before the web. Discounts for customers who recruited new clients were popular in certain industries; however, most schemes didn’t last. One considerable challenge was the tracking of referrals, discounts, and the overall process. 

Things weren’t always as easy as they are with today’s advanced tools. You can see how computers come in handy here and how the internet opened markets and opportunities. It took innovative minds to get to where we are today.

Content Marketing Lessons from a Village Veggie Shop

It was the middle of the week, and the veggies I bought on Friday had already gone bad. Very annoying!

It usually happened when I shopped at the regular supermarket. The veggies ended up in the trash, and I found myself driving down to the nearby Arab village, where the stores never seem to close. There are several greengroceries as well as some minimarkets in Abu Ghosh. I didn’t shop there regularly because I found them to be messy and dirty. I needed to double check the expiry dates on every item.

It took me a while to notice there was one exception. Fruit which I bought at the smallest, but also the cleanest veggie store stayed fresh for an entire week. This little place off the main road seemed to have better quality than any other store.