Strategic and tactical planning...
design...
copywriting...
media planning...
web programming...
print production...
These are the core capabilities of any good "full-service" advertising agency serving clients in virtually any industry.
But copywriting, in particular, takes on added importance and value in healthcare advertising more so than any other specialty.
There are three reasons why.
Reason number one: Healthcare advertising copywriters must write for diverse audiences.
Think of the contrasts between writing for a neurosurgeon versus writing for the neurosurgeon's patient who has impaired cognitive abilities.
Or consider the difference between writing for nurses or other allied health professionals versus writing for children with hemophilia or kidney disease.
Both audiences demand and deserve clarity and accuracy in the information you convey.
But one audience is highly educated and has a clinical, scientific agenda.
The other audience is generally less educated (or, in some cases, entirely uneducated) as well as emotional (and, if newly diagnosed with a disease, at an especially stressful juncture in their lives).
One audience requires a more rational approach; the other, more empathetic.
Reason number two: Healthcare advertising copywriters must write in diverse media.
Healthcare copywriters create websites...
monographs...
short films...
brochures...
billboards...
PowerPoint presentations...
sales tools...
exhibit graphics...
online, TV, radio, and print ads...
themes and skits for sales meetings...
and on and on.
The list is endless.
Print media.
Digital media.
Broadcast media.
Old media.
New media.
All media.
Reason number three: Healthcare advertising copywriters must have diverse skills.
A healthcare copywriter must be good at promotional writing as well as educational writing.
The job requires knowledge of language, both formal and slang...
knowledge of medicine and science...
knowledge of pharmaceuticals and biotechnology, diagnostics and medical devices, hospitals and patient advocacy...
knowledge of marketing...
knowledge of regulatory guidelines of the FDA and other governmental bodies...
knowledge of human behavior...
all that knowledge plus the empathy necessary to relate to the needs of people young and old suffering from a health problem.
Diverse audiences, diverse media, diverse skills.
These are the challenges healthcare advertising copywriters face more so than writers in virtually any other specialty area.
For these reasons, truly exceptional, experienced healthcare copywriters are rare.
In your search for an advertising agency partner, look very closely at each candidate's copywriting capabilities.
If they're weak, your advertising (and probably sales) will be weak too.
Choose a healthcare advertising agency with strong copywriting services.
A full-service agency renowned for its copywriting is bryantBROWN Healthcare.
Visit BryantBrown.
com.
Or call 1-310-406-2460, x101.