Healthcare Copywriting
Because I’m a San Francisco copywriter with vast expertise across all media, I have had the good fortune of working with a wide variety of healthcare products and services over my 25-year career. Below are my specific healthcare writing credentials:
• As a Creative Director/Copywriter, I’m working with a start-up company in the San Francisco Bay Area to launch a new medical product that will be sold through health plans to Seniors. Details to come.
• Financial District Dental.com — A friend of mind, Dr. Michael Hack, owns this thriving cosmetic and general dentistry practice in San Francisco. Here’s an ad I created for him that included a testimonial, a client photo, and a Free Whitening offer (a $450 value). Download Ad PDF.
• Dr. Richard Evans — Another cosmetic dental client is located in Los Gatos, in the southern part of the San Francisco Bay Area. For this Cosmetic and Restorative Dentistry practice, I coined the phrase “Where Art and Dentistry Converge.”
• Northgate Chiropractic — Dr. Marilyn Lindauer is the only Diamond Certified chiropractor in Marin County. Her office is located in San Rafael. I write and manage her site.
• Blue Shield of California wanted to send a direct mail piece to potential beneficiaries to remind them that they no longer have to wait six months to get coverage for a pre-existing medical condition. We decided to use a self-mailer approach. This blue, black and white six-panel mailer utilized an arresting headline, straightforward copy, competitive Blue Shield personal HMO rate charts, and a tear-off postcard so recipients could request a call. It was very successful by returning a high response rate.
Download side 1 of Self-Mailer PDF.
Download side 2 of Self-Mailer PDF.
• U.S. Dentek dental products — I wrote a 12-page catalog/sales brochure for U.S. Dentek to introduce its Breath Remedy line of products, which we called “The World’s First Fresh Breath Kit.” It included a complete home oral breath care system with a daily regimen kit with the entire line of Breath Remedy products: Toothpaste, Tongue Scraper, Tongue Spray, Breath Drops and Mouth Rinse. The last few pages of the catalog were for the company’s established products like Dental Piks, Tartar Scrapers, Dental First Aid Kits, and more.Download Catalog Covers PDF. Download Catalog Inside Pages PDF.
• I’ve rewritten www.LAPSF.com with SEO keywords copy for its main pages. These bariatric surgery leaders in San Francisco, Los Angeles and Honolulu offer Laparoscopic techniques for superior weight-loss surgery procedures, gastric bypass and LapBand surgery. This site even offers a Body Mass Index (BMI) Calculator.
• Asuka Laser — This site was written in Japanese for veterinarians, then translated loosely in English. I then edited the content for a North American audience. It offers versatile applications for diode laser use.
• St. Joseph’s Medical Center for Health Excellence — I created the copy for this two-sided, eight-panel Centerings Newsletter about News, Events and Education for Holistic Health. Download Health Newsletter PDF This was just one of a number of direct response projects that I’ve written for Baltimore and Philadelphia area hospitals (St. Francis Hospital, St. Joseph’s Medical Center, Anne Arudel Medical Center, St. Mary Medical Center, Towson Health Express), including nurse recruitment direct response projects, emails for Web landing pages, and more.
• www.drugstore.com — I wrote content on 18 Buying Guides which included these product areas: Breath Sprays, Toothbrushes, Sunscreens and Self Tanning Products, After Shaves, Hair Removal Products, Shaving Creams, Deodorants, Bar Soaps, Tissues/Cotton Swabs, Razors/Blades, and Children’s Sun Care Products.
• Enclara Care Companion — I wrote, directed and produced the script and audio track for this healthcare portal that helps families create online communities to help them through end-of-life issues for a loved one. This PPT script was turned into an online Flash-style presentation utilizing Adobe Presenter software by the very talented Sharon Schanzer at Red Letter Day Graphic Design.
• www.planetrx.com - For this site’s launch, I was one of six Associate Creative Directors. My team of four copywriters and me created over 210 pages of content for vitamins, minerals and dietary supplement products, while the overall the team of 22 writers cranked out over 1,500 pages in two months to meet the rapidly approaching launch date.
• www.cancertrust.com — I wrote the Web site and self-mailer to oncologists for CancerTrust.com. Though the company failed during the dot.com bust in 2000, this was an invaluable experience in working with a medical start-up. Download Front of Self-Mailer PDF. Download Back of Self-Mailer PDF.
• Finally, I’ve written four magazine articles that were published in Alert Diver Magazine by Diver’s Alert Network. You can read them on my Web site at these links:
• The Sun Also Burns; May 2001
• Low Anxiety: Getting Narked in Belize’s Great Blue Hole; June 2001
• To Dive or Not To Dive: A California Diver’s Experience in Florida Waters; April 2002
• Equipment Upgrade 2.0: Your Gear May Be Years Old. It Still Works. But Is It Safe?; May 2002
