Attention health practitioners
Many of my clients come from the medical or allied health fields, so I have a wealth of experience in health care copywriting and an excellent knowledge of the AHPRA advertising guidelines.
This means that you don’t have to fear a breach notice, fines, or penalties when you choose me to write the content for your website or other promotional material.
As a registered health practitioner, you’ve spent many years studying and developing your knowledge. While you could write your own website content, there are a couple of very good reasons why you probably shouldn’t (apart from lack of time, and the fact that you aren’t an expert in SEO copywriting):
These two facts combined will make it extremely difficult for your target audience to make sense of your wording. The most successful web content (ie that captures the reader’s attention and persuades them to take action), should be easily read by a 12 year old. So if your website is filled with terms like:
then you are not going to attract or hold the interest of your potential patients or clients. (Note that I said FILLED with these terms. It’s okay to use them occasionally, IF you include an explanation.)
Here are the same terms rephrased in ways that the general public will understand (even if the terminology may not be medically “correct”):
Don’t ever be fooled into thinking that simple, easy-to-read text is easy to write. There is a real art to being able to write concise, clear copy. If your website is full of waffle or jargon, your potential clients are likely to lose patience (pun intended) and click away!
The other challenge is that there are all sorts of restrictions placed on how health practitioners can advertise or promote their business, whether in brochures, TV ads, or on their own websites – for details, visit the Australian Health Practitioner (AHPRA) Guidelines.
If you are found in breach of the AHPRA Guidelines, it is a criminal offense and at time of writing, carries a fine of up to $5 000 (individual) or $10 000 (bodies corporate). And do you know who’s liable if one of your staff or a contractor stuffs up? YOU, the health practitioner. So you will want to make sure that if you delegate or outsource any marketing tasks, that your employee or copywriter has more than a passing acquaintance with these guidelines!
Here are just a few examples which could get you into hot water:
As you can see, some of the most common advertising and promotional tactics are just not an option for health care and medical businesses.
If you are a medical professional or a health care business wanting to become more competitive in online search results, I’d love to help. Not only can I write web content and newsletters that get read, I also know how to write in a way that attracts both clicks and clients. I’ve written web content for a range of businesses in the health and medical sector, including:
While ranking on the front page of Google is highly desirable, it is not the ultimate goal when it comes to health care copywriting for the web. At the end of the day, you want not just to rank well in search engine results, but to also have: