Medical marketing copy includes medical knowledge popularization, medical product promotion and medical technology introduction.
As a new media, we should know that medical media has the highest potential value. Take the WeChat subscription number as an example. With the same number of fans, the medical subscription number may be 2-3 times the valuation of the emotional subscription number.
The basis of this high valuation is not that medical articles are difficult to write, but that the traffic that medical articles can convert is generally particularly accurate and easy to realize. If you have copywriting friends who want to engage in the medical industry, it is still very important to learn how to write medical marketing copywriting.
How to find the theme of copywriting
I believe that for any marketing copy, when choosing the theme of the article, we will first analyze the user's portrait to find out the pain point (recently, many people have put forward the concept of "itchy point", but I think it is just puzzling), and then make an in-depth analysis to determine the theme to be written.
But many times we are more likely to fall into a strange circle of thinking:
What are the characteristics of our users?
What do they need?
Are there any points in these needs that I can cut into?
……
Shit! All I can write is the previous copy! ! ! What else can I write? ! !
How to spread more topics from specific content-Jiugongge method
I have often encountered this problem before, and I am very entangled every time. Later, I attended many copywriting training courses at my own expense, and gradually improved my skills in writing medical articles on the basis of my study.
Today, I will share with you a good way to determine the theme of the article-Jiugongge method.
For example:
User: crowd
Product: Chronic Management Application
When you have no idea, you can fill in nine boxes. Here, only three blanks are filled in the case. After filling it out, we can match it.
Consult a doctor's pharmacy resources = Title: What drugs do diabetics like to prescribe?
Doctor-patient consultation forum = theme: The personal experience of diabetic patients is available in the most (reliable/deceptive) hospitals in Shanghai!
Blood sugar test expert resources = subject: Dr. Feng told you that we all misread these blood sugar indicators!
……
Is it better to think like this and determine the theme of the article?
How to produce more content from a specific theme-mind map
At this time, people with medical background have great advantages, because they have systematically studied human anatomy, physiology, diagnostics and other disciplines, and they can find a lot of content by finding a physical problem. However, this difference is scattered, and we can sort it out with a simple mind mapping tool:
For example: cervical vertebra
This is a thinking process done by mindmanager, because the content can be spread too much and is not very specific. We can write what kind of wrong posture will lead to upper cervical spine problems, what kind of cervical spondylosis is more suitable for acupotomy treatment, and what is the difference between cervical spondylosis? ...
If you don't have a medical background, you should pay more attention to the relevant popular science articles in the industry or buy some books on medical knowledge. After all, medical marketing copywriting is not writing a paper. We just need to find out which pain points users will be interested in to spread the content.
If some knowledge points are really inaccurate, you still have to go online to find documents and materials, and you can't make mistakes. Another simple way is to consult doctors through various medical websites that can be consulted online, and their answers are generally reliable.
Sort out the main points of this summary:
1, Jiugongge method spreads the specific content of more topics
2. Use mind maps to spread more about specific topics.