Effective healthcare content isn’t just about writing a blog; it’s about building trust, increasing visibility, and solving real problems for real people. When done right, it helps your audience feel informed, supported, and confident in your expertise.
In this article, we’re sharing seven actionable healthcare content writing tips to help you create accurate, engaging, and brand-aligned content that drives results.
To learn more about engaging your audience with effective content writing, contact Best Friend Jack today.
In healthcare and health tech, your audience usually falls into one of three main categories, patients, providers (such as doctors and clinicians), and payers (these include health plans, health systems, and large self-insured employers)
Each group has its own values, challenges, and priorities. Knowing which group you’re speaking to will guide both your message and where you share it.
Start by identifying your audience’s trusted sources.
Your sales team is often on the front line, talking to customers daily. Their insights are invaluable for understanding customer needs and concerns.
In addition, look at your website or app analytics to see:
When in doubt, ask. Surveys, interviews, and other market research tools can help you uncover what your audience values most and the kind of content they want from you.
In healthcare marketing, accuracy is everything. Lean on your internal team of salespeople, product specialists, and medical providers who can serve as credible voices. Share their expertise consistently on LinkedIn, YouTube, or other platforms to build trust.
While generative AI can produce a lot of content quickly, it often creates generic, lowest-common-denominator material. In high-stakes topics like healthcare, people want their questions answered by a human being, not just a search engine.
Always ask: What’s in it for the audience? Avoid turning your content into a sales pitch. For example, if you’re writing for patients, an effective headline could be Seven Ways to Take Control of Your Chronic Condition Today.
For the enterprise space, you could use something like Your Roadmap to Reducing Readmissions with Predictive Analytics,
Actionable content makes your advice relevant and immediately useful.
Your headline should promise a clear benefit. The hook—your opening lines—should pull readers in by showing them exactly what they’ll gain.
The Fry Test measures sentence length and complexity to make sure your content is simple enough for any patient to understand. Writing at a sixth-grade reading level maximizes accessibility.
People are busy. They don't have time to read paragraphs upon paragraphs of information. Never reach for a ten-cent word when a five-cent word will do. For example, replace “utilize” with “use,” or “hypertension” with “high blood pressure” when appropriate.
AI tools can help you rewrite complex content into friendlier, more accessible language while keeping it accurate.
When you’re writing, think like a designer: make your content scannable with clear subheadings, bullet points, and concise sections. For long-form pieces, consider adding a table of contents.
Refresh your key content periodically to ensure accuracy and relevance. You don’t have to publish something new every week, but regular updates keep you in the conversation.
A blog is a great way to monitor and engage with your industry or therapeutic area. Regular posts allow you to contribute to ongoing discussions and position your brand as a thought leader.
SEO helps you get found, but the quality of your content keeps people engaged. Avoid keyword stuffing and focus on creating value.
Use long-tail keywords for specificity, such as:
Structure your content with clear headings, subheadings, and bullet points, so search engines (and readers) can easily understand it.
Consistency in tone, personality, and messaging builds recognition and trust with your audience. Whether your voice is clinical or lighthearted, make sure it’s uniform across platforms.
Use these three content formats to elevate your healthcare marketing:
At Best Friend Jack, we help healthcare brands like yours create content that connects, informs, and inspires action. It’s not about more content, it’s about better content.
Get in touch with us today. Let’s refine your healthcare content, engage your audience, and get you found by the right patients.
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Best Friend Jack understands the challenges and opportunities confronting health-tech clients at every stage of the funnel. Get in touch for a complimentary brand audit today.
