Frequently Asked Questions about Writing Marketing Copy

Below are some initial questions many clients have when they first contact Top Practices. The questions below may address many initial concerns you may have. If you don't find the answers here, you should contact us for answers to questions specific to your case. The consultation is free.

  • Page 1
  • How can I communicate more effectively with my patients?

    Patient communication both in your office and in every area of your marketing is absolutely essential for your practice to grow and serve people effectively. If your patients aren’t sure what you mean when you describe their condition or their treatment, they will get frustrated and find someone else that they can understand better. This is especially the case for content like webpages, blogs, e-mail blasts, letters, and anything else that your patients may read when they are looking for answers to their questions about their pain. Communicating effectively involves speaking to the concerns already on people’s minds, using language they understand, and keeping things interesting.

    At Top Practices, we say a lot: speak directly to the concerns already on people’s minds. The ideal patients you want to find you will be struggling with particular issues that you are able to fix. Your content should speak directly to those concerns and how you, doctor, can fix them. It’s very important that you speak to those concerns in a way that’s easy to understand, however. The vast majority of your patients are not medical experts. They don’t know the jargon, and they may need terms defined for them. Don’t treat them like they are stupid in your content, but always remember to use the simplest, most straight-forward way of explaining things that you can.

    Just as importantly, keep in mind that your patients are busy people who don’t have time to read something boring that doesn’t answer their questions. People have a limited attention span, particularly for anything on the internet. You need to capture their attention and avoid using dry, difficult “medical-ese.”

    Communicating effectively with your patients through your marketing isn’t as difficult as you might think, though it does take practice. Our team at Top Practices is more than happy to help you master this skill and other essentials for your marketing. We even have experts who can help create effective written content for you as part of our Virtual Marketing Director (VMD) Services. If you’d to know more, just contact us! Send us an e-mail at [email protected] or call us at (717) 725-2679.

  • Why does using a conversational tone on my website matter?

    So you’re creating webpages, blogs, and FAQs for your website and you want people to make sure they recognize you’re a professional who knows what he or she is talking about. This is important. You want patients and potential patients to know they can trust you to understand and fix their problems. However, contrary to what many medical professionals believe, having a detached, clinical tone and using technical terms for conditions and treatment modalities isn’t the right way to do this. Why? It’s quite simple—the average Jane and John Doe who come to your website looking for answers won’t understand it and will find it boring and unhelpful.

    Your patients are not impressed by the medical language on your website. They don’t care about technical terms, the scientific specifics of how a procedure works, or the exact specs of your newest technology. They want to have their questions answered and concerns addressed in a clear, concise manner that they can easily understand. That is why using a conversational tone and simple explanations on your website is so important.

    Now, this doesn’t mean talking down to your patients. But think of it this way: is it more interesting to listen to a dry presenter read off bullet points on a power point presentation, or to have a conversation with a passionate expert who clearly answers your questions? Your patients will choose the latter. People don’t have enough time or attention span to read something boring, detached, or dry. Our Virtual Marketing Director (VMD) services team are experts at tailoring engaging written content for you, and improving your web marketing overall.  We also provide a Copywriter’s Workshop to help medical professionals craft excellent copy that produces results. If you’d like to know more about these services, contact us for more information! E-mail [email protected] or call (717) 725-2679.

  • Is the Top Practices copywriting course helpful for practice marketers?

    The Top Practices Copywriter’s Workshop course was specifically designed for medical practices to help them write good, effective copy for their websites. It covers Rem’s rules for copywriting and how to produce articles actually work for you, as well as uses tips and examples to help you learn. We wouldn’t promote it if it didn’t work, but it’s better to hear about its effectiveness from a practice marketer who has really used it and seen the difference better writing can make.

    Lynn Chapman is the marketer for Foot and Ankle Center of Lake City—the Seattle-based practice owned by Dr. Rion Berg. She ordered the Copywriter’s Workshop to help her improve the blog content on the Foot and Ankle Center of Lake City’s blog. Since making some changes to how the practice approached their blogging, Lynn says they’ve seen a lot more hits on their content. They’ve started using a more conversational tone and a catchy title to engage readers, as well as included more pictures.

    Lynn also notes that, since taking the course, blogging has gotten easier for her. She followed the instructions about coming up with a list of ideas and potential titles before writing anything—which has since helped her to “go ahead and write” when she’s not sure what to cover some weeks. Writing regularly has increased her speed on a number of topics as well.

    At Top Practices, we’re not interested in selling you gimmicky marketing ploys, but rather in providing you with practical tools to market your practice more effectively. We’re excited that Lynn Chapman and Dr. Rion Berg’s team have seen positive results from better content. If you’d like to know more about the Copywriter’s Workshop, or any of the other programs designed for medical practice marketing, just contact us! Call (717) 725-2679 or shoot us an e-mail at [email protected]