Although healthcare marketers can talk all day about their businesses, why they’re unique and better than the competition, when it comes down to writing content, they freeze.

That’s why most hire freelance healthcare writers to write their content. Handing it off to a writer who understands their business, speaks their language and knows how to research and write compelling content is a no-brainer.

Yet for some marketers, hiring help isn’t in their budget. Or they simply haven’t sold their CMO on inbound marketing yet.

And if you’re one of them, the good news is that you can still write amazing content on your own, even if you don’t consider yourself a writer.

Here’s how to make it happen.

Write for your customer

Your leads might be suit-wearing, serious executives, but they still want to read a good story. The key however, is to always have them in mind when you write any piece of content.

The best way to make sure you write for your customer is to create buyer personas. Buyer personas explain demographics like age, sex and annual income, identifiers such as their time limits or their demeanor, as well as their goals, challenges and objections to what you offer.

Find the game changer

If you can’t identify the turning point in the story, then you either don’t have a story or you’re not ready to write it.

You might have to review the story or even conduct another interview. Some stories are “stories within stories” and have so many twists and turns it can be hard to decide what to focus on. So go back to your buyer personas and then home in on the one that will resonate with your leads and write it.

Have a plan

Do you remember writing outlines for reports in high school? It might seem tedious or even unnecessary, but it’s one of the best ways to write a well-crafted story and get it done in no time.

So write a rough draft of how you think the story will shape up. Then just starting writing. Don’t worry about the quality, just get your thoughts down. Then come back to it later, fill in what you’re missing and edit it until you’re happy.

Show, don’t tell

It’s one of the most important rules reporters learn in journalism school: show, don’t tell. And it holds true whether you’re writing a blog post or a white paper.

So when you’re writing content, write as though you’re talking to your best friend over coffee. Be sure to answer your readers’ questions, include relevant quotes and as much detail as possible to support your ideas. Bring the reader on your journey and make him feel as though he’s right there with you.


Whether you’re writing about a complex medical device, a new technology or a wellness program for your patients, follow the “Keep It Simple Stupid” principle when writing your content.

Instead of wordy, complex or filled with medical jargon, make your content easy to understand. Once you write the first draft, re-read it and cut out extra words, phrases and sentences that aren’t unnecessary.

Leave them with a lasting impression

When writing your stories, the ending should always leave your reader with an idea or a feeling that you want to stick with them.

Always tie the conclusion back into the introduction and then think about what you want them to remember.

Whether it’s a quote or an epic thought, your goal should make them take a deep breath and leave them thinking, “Wow, that’s amazing!”