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Copywriting: the art of persuasion through words

September 5, 2023 — published by Pyramidale Communication

Copywriting : l’art de persuader à travers les mots

The world of healthcare marketing and communications is constantly evolving. At the heart of this evolution lies a crucial technique: copywriting. Let’s explore what it is, why it matters, and the impact it can have in the healthcare field

Definition of copywriting

While it may seems like simply writing text, copywriting is actually a sophisticated art form. It involves writing in a persuasive and engaging way with the aim of influencing readers to take a specific action. This can range fromseeking a medical advice, signing up for a service or simply interacting with content.

Concrete examples of effective copywriting

Let’s take some iconic examples of awareness campaigns.

“Heart failure: what if your heart was trying to tell you something?” With this thought-provoking tagline, the French health insurance system launched its new awareness campaign on heart failure.
Pink October: an annual communication campaign aimed at raising awareness among women about breast cancer screening and raising funds for research. Held every October, this campaign was established in 1985.
Blue March: an annual campaign aimed at promoting colorectal cancer prevention and screening.

These campaigns illustrate how concise impactful copy can create a strong brand identity and encourage action, while remaining deeply embedded in the public’s mind

Assessment of the concept from this perspective

Power of influence: Copywriting goes beyond simply providing information. It seeks to influence readers’ emotions, decisions, and behaviors by engaging them in a subtle yet persuasive way.
Identity creation: Companies use copywriting to build a distinct brand identity. From memorable slogans to unique product descriptions, well-crafted copy can forge lasting emotional connections between brands and their communities.
Audience engagement: Copywriting is central to many marketing assets, including mailings, websites, and social media posts. Effective copy captures attention, sparks interest, and encourages interaction, leading to greater engagement from physicians and/or the general public.
Continuous evolution: The world of copywriting evolves with trends and audience preferences. Copywriters must adapt constantly to remain relevant and effective.

EIn short, copywriting transforms words into powerful tools for influencing and persuading. It plays a central role in creating a brand identity, writing the storytelling for your videos, providing a common thread for your mailings to doctors, and producing documents for your patients.

Pyramidale Communication can support you in creating all your medical content and boosting the engagement of your communities.

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