How to write a medical copy that patients will never forget?

When we are doing online marketing, we will always encounter the writing problem of product copy. A good product copy may directly affect the marketing effect of our final product, so as an online marketer, we must learn how to construct a good product copy. Today, Zhang Li will tell you how to complete a good product copy structure in eight steps!

Step 1: the title of the copy

Let's not talk about the content, let's talk about the title first The first thing we show you is the title. If our headlines can't catch users' eyes in an instant, we may lose users who continue reading, even if your content is no matter how good.

Therefore, when we do product copy, we must have a very attractive title. There are three commonly used titles:

The first category: threatening type

When people feel panic, they will run away. What would your reaction be if you saw these headlines? "You know what? The washing machine is 64 times dirtier than the toilet. Maybe you are using such a washing machine. Do you really want to see if your washing machine is 64 times dirtier than the toilet?

The second category: interest-oriented

When people feel happy, they want to have it. What's your reaction to the following title? Is it really desirable that "the state subsidy 1 suite meets XX conditions and will not be invalidated when it expires"? Even if they don't meet the standards, some people may try to meet them, right?

Step 2: Make good use of curiosity.

I believe everyone has heard the saying that curiosity kills cats. Curiosity is our human nature, but laziness is also human nature. If you want your users to read your articles carefully, you must arouse their curiosity. Before the text begins, you need to enlarge his curious content. Only in this way can you remain enthusiastic about your long speech.

If users open your page for a while and then close it, you will have no marketing opportunities. So this place must guide users, and you need to keep them interested. There is no need to promote any products in front. Retaining users first is the key. If users stay, there will be more opportunities for later marketing.

Step 3: Customer feedback

As long as the user is interested in you and likes to read your "first paragraph" carefully, then he will naturally read your "second paragraph"

But we have to remember that we have nothing to do with the users in this place. What if users don't trust us? Trust marketing is the best marketing method, so users must have some trust in us before marketing. How to make a stranger trust you immediately? The best way is the feedback from others, that is, the evaluation of you by a third party, especially the evaluation and feedback from friends around him. Users need a sense of security, worry about their misjudgment, and need advice. Knowing this, you can solve his inner anxiety in advance and let him trust you.

Step 4: Value Packaging

We need to know that the customer buys the product value, not the product itself, so you must tell the user intuitively what the value of your product is, and clearly tell him what benefits the product can bring to him, what can be used and how to use it to maximize the value. Even in many cases, you can tell users the story behind the product, how the product was born, why it was launched, how the product process is, how much effort has been paid for users, and so on.

Step 5: Content introduction

Content introduction is a comprehensive introduction to the product, so that customers can fully understand the benefits and characteristics of the product. You can include expert opinions, supporting documents, delivery, price, payment and other information. You need to break down the product into various points of interest and then describe it in the language that customers are used to. The most important thing is to "describe the result", and each paragraph gives him a result.

Step 6: Call to Action

If the user doesn't act, your copy will be written in vain. At the same time, the actions you ask your customers to take should be as simple, specific and clear as possible. You must not let him make great efforts to buy your products. If you do this, you are depriving yourself of the right to deal with customers.

You must give him a reason to act immediately. People are used to procrastination and hesitation. Call to action is the most easily overlooked in many website copywriting, so call on users to take action, or buy products, or fill in online forms, or make phone calls, so as to push customers to complete the next action you set in advance.

Step 7: Zero Risk Commitment

Zero-risk commitment can eliminate the buyer's risk in any transaction. When you eliminate the buyer's risk, you also eliminate the main obstacle to the buyer's purchase. In this strategy, all you have to do is take all the risks between you and the buyer. Let them know that if they are not satisfied, you can simply refund their money or redo the work for free to make them satisfied.

If your customers say your products are attractive, I am still worried, because I have bought many products before, and the results are not satisfactory. What if this time, as usual, doesn't match what you introduced and can't satisfy me?

You can answer like this. If you don't agree with my introduction and are not satisfied with the product after receiving the goods, we don't deserve your money. You have the right to ask us for a full refund. We will immediately refund all the money you paid you. We won't ask you any questions.

Step 8: Frequently Asked Questions

Although your copy is very detailed, you will also miss some issues that customers are particularly concerned about. You need to consider the problem from the customer's point of view. You need to answer the questions in the copy in advance. What kind of questions and questions will customers have? For example: delivery problems, quality problems, return problems, safety problems, use problems and so on. The more carefully you think about it, the more assured and satisfied customers will be.

How to write a medical copy that patients will never forget?

I have to attack the popular idea of the headline Bian Xiao again. What is "medical copywriting"? I have seen many people who reply to this proposition, and they all reply inexplicably. Some people have deviated too much from understanding medical copywriting as a medical case. Strangely, the key words in Bian Xiao's thesis are too vague.

One key word in the proposition is "medical copywriting", which should be further divided into two key elements: "medical treatment" and "copywriting".

Medical treatment includes medicine, medical institutions, medical institutions and even health service centers and clinics. What we should pay attention to is why we need a copy, because any medical unit needs a copy. This is a commercial society. If we can spread medical brands and medical products more effectively through the packaging and promotion of words, we can directly reach the minds of consumers.

There are several points in writing medical manuscripts that patients will never forget:

1, lay a good foundation.

Knowing who the brand of service is, its brand endorsement, brand culture, brand differentiation advantage, brand region and operation mode all need to be clearly understood, collected, chewed and completely digested; Understand and be familiar with the main products in different regions and stages, their basic attributes, product mix strategies, product marketing objectives, product differentiation advantages, differentiation requirements and consumer behavioral psychological needs, and even brand, product pre-communication effect data, marketing data, effect evaluation and so on.

2. Different industries are separated by mountains, and the marketing models and communication channels of medicine and hospitals are different. After summarizing the familiar materials, we should start to make product positioning and performance strategies, and consider how to effectively "communicate" with consumers in advertising content. Accurate positioning is conducive to commodity identification, promoting sales, and finally persuading to buy or come to the hospital for transaction. Do you adopt brand positioning, efficacy positioning, quality positioning, price positioning, appearance positioning and service positioning? Or something else?

The expression orientation of copywriting is determined by consumers' behavioral psychology, such as psychological orientation, reverse orientation, right and wrong orientation, comparative orientation, follow-up orientation, cultural orientation, emotional orientation and so on.

3. So, what is the carrier of your medical copy? The creation of copywriting is different for different carriers, because copywriting is a process of creation and also a process that needs to be attached to the carrier.

In fact, medical copywriting and medical marketing are exactly what I am engaged in, so I am very clear about its overall structure and professional knowledge at all levels. When they come, I will pay more attention to our official WeChat account Gaoye Kitchen and Manman.

1 Psychological identity and sense of belonging of patients

2 Emotional rendering of patients

3 doctor-patient relationship, the familiarity and understanding of the two.

4 Research on daily life and walking route

5 understanding of drug use

6. Emotional capture of patients' relatives and their families

7 understand the information channels for help

You see, why do actors have to experience the life of real people, understand the basic necessities of life and psychological activities before they can participate in the performance?

Medical record is a true portrayal of the occurrence, development, diagnosis, treatment and even prognosis of the disease, and it is a detailed written record. I wonder if the so-called "photographic memory" of the subject refers to the record of the illness or the plot of the rescue process?

As we all know, medicine is a practical science, and medical documents are a pragmatic copy, which should meet the requirements of health industry laws and regulations and be recorded according to medical record specifications, so as to be not false, curious and unreasonable.

Therefore, it is impossible for any doctor in any hospital to write medical documents such as internal medicine course records, surgical records, pathological reports and inspection items into reportage or prose poems, so that patients will never forget them.

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