The Words of Professional Healthcare Services
Since health-related landing pages are designed to introduce health benefits via a trusted service, you cannot create any sentences that may be misleading or promise to produce absolute results. For instance, a dentist may not assure a "brilliant smile," but can state how his experience and years of education can create a "healthy smile that creates confidence and boosts self-esteem."
In addition, the staff of an eldercare provider for a homecare agency may provide "respectful and compassionate care" to a senior in their home, but they cannot state "your loved one will be absolutely safe in our care." The tone of writing in healthcare advertising must convey intent and offer the most benefits possible without making claims that are cast in stone.
Conversely, advertising content for healthcare professionals should expound on the unique or specialized benefits that are offered by their services. For example, a chiropractor that shares an office with a physical therapist is a definite benefit for "an array of services located conveniently in one place." Alternatively, Senior Homecare is a "locally owned and operated agency that is dedicated to the high-quality care of the seniors in our community."
Just the Facts Please
Although writing ad copy for other occupations and professions may include a splash of flash that inserts humor or irony for affect, writing for health-related services requires the assurance of sincerity and conveys a tone of trust. For those who suffer with pain, debilitating disease or chronic conditions, humor and wit is not persuasive or appropriate. Health professionals have dedicated their lives to the health and wellness of people who need them and require a platform to offer the benefits of their expertise and commitment.
Researching Health Professions
You can easily gain insight into the specialized areas of healthcare and the services they provide by researching the basic services that each entity offers. However, keep in mind that each healthcare provider is unique and may either choose to specialize in one area or move to a completely different focus of expertise. For instance, a medical doctor may be an advocate of alternative medicine or an adult daycare service may specialize in patients who suffer from Alzheimer's disease.
Ensure that your ad copy contains the exact services offered by your healthcare provider. Although a homecare agency typically offers skilled nursing care, many only specialize in providing non-medical care for homebound patients and seniors who need minimal assistance with routine care. Research your client well and ask for a list of their services if not readily available. If possible, find out what sets them apart from others or what services they offer exclusively.
Since health-related landing pages are designed to introduce health benefits via a trusted service, you cannot create any sentences that may be misleading or promise to produce absolute results. For instance, a dentist may not assure a "brilliant smile," but can state how his experience and years of education can create a "healthy smile that creates confidence and boosts self-esteem."
In addition, the staff of an eldercare provider for a homecare agency may provide "respectful and compassionate care" to a senior in their home, but they cannot state "your loved one will be absolutely safe in our care." The tone of writing in healthcare advertising must convey intent and offer the most benefits possible without making claims that are cast in stone.
Conversely, advertising content for healthcare professionals should expound on the unique or specialized benefits that are offered by their services. For example, a chiropractor that shares an office with a physical therapist is a definite benefit for "an array of services located conveniently in one place." Alternatively, Senior Homecare is a "locally owned and operated agency that is dedicated to the high-quality care of the seniors in our community."
Just the Facts Please
Although writing ad copy for other occupations and professions may include a splash of flash that inserts humor or irony for affect, writing for health-related services requires the assurance of sincerity and conveys a tone of trust. For those who suffer with pain, debilitating disease or chronic conditions, humor and wit is not persuasive or appropriate. Health professionals have dedicated their lives to the health and wellness of people who need them and require a platform to offer the benefits of their expertise and commitment.
Researching Health Professions
You can easily gain insight into the specialized areas of healthcare and the services they provide by researching the basic services that each entity offers. However, keep in mind that each healthcare provider is unique and may either choose to specialize in one area or move to a completely different focus of expertise. For instance, a medical doctor may be an advocate of alternative medicine or an adult daycare service may specialize in patients who suffer from Alzheimer's disease.
Ensure that your ad copy contains the exact services offered by your healthcare provider. Although a homecare agency typically offers skilled nursing care, many only specialize in providing non-medical care for homebound patients and seniors who need minimal assistance with routine care. Research your client well and ask for a list of their services if not readily available. If possible, find out what sets them apart from others or what services they offer exclusively.
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