When I first looked into healthcare copywriting, I felt confused. What’s the difference between medical writing and copywriting? Could I really make a living from it? Do I need a special degree?
Many writers I mentor today started with the same doubts.
Here’s the answer in plain English: healthcare copywriting is about making health information clear, accurate, and easy to understand. It’s writing that helps patients, carers, and healthcare professionals trust what they’re reading and act on it.
The good news is that healthcare copywriting is in high demand. With more focus on patient education, digital health, and private healthcare services, skilled writers are needed now more than ever.
In this guide, I’ll show you:
- What healthcare copywriting is (and how it’s different from medical writing)
- The skills you need to succeed
- How to break into the field and find clients
- Mistakes to avoid when starting out
- How to build a sustainable freelance career
By the end, you’ll know exactly what healthcare copywriting involves and how to take your first steps (if it’s the right path for you).
What Is Healthcare Copywriting? (and How It Differs from Medical Writing)
Healthcare copywriting is the practice of creating clear, engaging, and persuasive content about health and medicine for patients, healthcare professionals, and the wider public. Unlike medical writing, which is often technical and data-driven, healthcare copywriting focuses on connection and clarity. This means you’re helping people understand complex health information, and you’re often encouraging them to take action.
When I first looked into this career, I was confused too. I found myself asking: What’s the real difference? Can I switch from one to the other? Do I need special degrees? What should I put on my website and LinkedIn profile?
What Healthcare Copywriting Looks Like
As a healthcare copywriter, you might find yourself writing:
- Blog articles and website copy for a private clinic
- Patient information leaflets for a health charity
- Email campaigns for a digital health start-up
- Sponsored features or whitepapers for healthcare organisations
For example, I’ve written:
- A brochure on ALK+ lung cancer for Takeda, co-created with patients to support younger adults facing a difficult diagnosis.
- SEO-informed blogs for Holland & Barrett, simplifying wellness topics for everyday readers.
- Website copy for Nexus Healthcare Education, making medical education more inclusive and accessible.
How Healthcare Copywriting Differs from Medical Writing
Here’s the difference in a nutshell:
| Writing Type | Medical Writing | Healthcare Copywriting |
| Purpose | To document and communicate scientific or clinical information accurately | To engage, educate, and inspire action while remaining credible |
| Style | Data-heavy, technical, and highly regulated | Accessible, empathetic, and persuasive |
| Focus | Accuracy, evidence and compliance | Clarity, trust and connection |
| Audience | Regulators, clinicians, researchers | Patients, carers, healthcare staff, the public |
| Examples | Clinical trial reports, regulatory documents, journal articles | Websites, patient leaflets, awareness campaigns, blogs |
Both types of writing need accuracy and research. But healthcare copywriting also asks you to use empathy and creativity to step into your reader’s shoes so the message resonates.
Can You Move Between the Two?
Many medical writers ask if it’s possible to pivot from medical writing to healthcare copywriting. The answer is yes, though how easy it can be depends on your background. Writers from regulatory or HEOR roles may find the transition tougher, while those with medical education or publications experience often adapt more easily.
When I made the move myself, I realised clients needed content that spoke to people. Whether it was a white paper for Novartis or a patient engagement roadmap for a rare disease charity, the real value was in bridging the science with the human story.
So if you’re wondering whether you belong in healthcare copywriting, here’s my honest take: if you care about making healthcare information clear, kind, and useful, you’re already on the right path.
Why Healthcare Copywriting Is in Demand Right Now
If you’re considering a career in healthcare copywriting (or looking to grow your freelance business), there’s never been a better time. Healthcare organisations are under pressure to:
- Educate patients who are more proactive and informed than ever.
- Stand out in a crowded digital health space where clear, trustworthy content is key.
- Build trust and credibility in private healthcare, where patients are increasingly making their own choices.
At the same time, the rise of AI‑generated content is reshaping expectations and may spread health misinformation further. While AI tools can speed up drafting and idea generation, they cannot guarantee accuracy, nuance, or empathy, all of which are critical in healthcare communication. In fact, without proper oversight, AI‑written content risks confusing patients, oversimplifying complex science, or even unintentionally breaching compliance rules.
That’s why healthcare organisations increasingly need skilled human copywriters who can fact‑check, apply clinical context, and craft messages that build trust rather than undermine it. In my own work, I’ve found that AI can be a helpful assistant for brainstorming, but it’s never a substitute for the judgement and responsibility that come with writing about people’s health.
In practice, this means skilled copywriters who can combine subject knowledge, compliance awareness, and human nuance are more valuable than ever.
Snapshot: Market Forces Driving Demand in the UK and US
To put this into perspective, here’s how current trends in both the UK and the US are creating a perfect storm of opportunity for healthcare copywriters. The figures below show just how rapidly the industry is evolving, and why organisations can’t afford to ignore the role of effective, human‑led content.
| Region | Market Growth | Key Trends | Sources |
| UK | Private healthcare market hit £12.4B in 2023 | NHS waiting lists driving demand for private care | LaingBuisson |
| UK | +36% private admissions & +32% self-pay since 2021 | Patients choosing faster, flexible options | Financial Times |
| UK | Digital health market US $12.8B (2024) → US $37.6B by 2033 | Strong growth in health tech & patient platforms | IMARC Group |
| US | Healthcare ad spend US $22.4B (2022) → US $29.2B by 2028 | Brands investing heavily in content marketing | CallRail |
| US | Digital ads = 46% of healthcare ad budgets (since 2021) | Online > TV for health marketing | Invoca |
| US | Digital health market US $79–82B (2024) → US $248–298B by 2033 | Explosive digital health expansion | Precedence Research |
| US | 77% of healthcare advertisers prioritise personalised targeting | But 43% lack adequate tools | McKinsey |
The Takeaway
Between surging patient demand, rapid digital health adoption, and the ongoing AI revolution, the need for skilled, human healthcare copywriters is only growing.
Skills You Need as a Healthcare Copywriter
If you’re looking to grow in this field, here are the skills that really make a difference:
1. Writing Clarity
Health information can be complex, but patients and professionals alike need content that is easy to understand.
- Keep sentences short and direct.
- Avoid jargon—or explain it clearly when it’s necessary.
- Use structure (headings, bullet points, summaries) to help readers find what they need quickly.
Example:
| Complex, unclear version: | Better version: |
| “Hyperlipidaemia, when left untreated, may precipitate cardiovascular comorbidities including myocardial infarction.” | “High cholesterol, if not treated, can increase your risk of heart problems such as a heart attack.” |
👉 Example from my work: When writing a brochure for people with ALK+ lung cancer, I made sure the medical details were accurate but also broken down into plain, reassuring language that patients and carers could genuinely use.
2. Scientific Understanding
You don’t need to be a doctor, but you do need to feel comfortable handling medical information responsibly.
- Stay up to date with clinical terms, new therapies, and health policy changes.
- Read clinical papers critically, then translate findings into everyday language.
- Fact‑check everything – it’s your reputation (and the client’s credibility) on the line.
Example:
| Inaccurate, misleading, and potentially dangerous version: | Better version: |
| “This supplement cures arthritis.” | “This supplement may help reduce joint stiffness when used alongside a healthy lifestyle [source]. Always check with your GP before starting new treatments.” |
👉 In my rare disease clinical trial materials, I worked closely with clinicians to ensure patients could give informed consent without feeling overwhelmed by technical language.
3. Marketing Flair
Healthcare copywriting is also about helping messages land ethically.
- Use persuasive but ethical techniques to connect with your audience.
- Write with a clear call to action, whether it’s booking a consultation, downloading a guide, or joining a patient community.
- Adapt your tone: a B2B med‑tech audience needs something different from a first‑time patient Googling symptoms.
Example:
| Pushy, non‑compliant, and unrealistic version: | Better version: |
| “Buy now – our treatment is guaranteed to change your life!” | “Discover a treatment option that could help improve your quality of life. Talk to your healthcare provider today to see if it’s right for you.” |
👉 I’ve created SEO‑optimised blogs for health retailers that not only ranked well but genuinely helped readers make confident health choices.
4. Empathy and Patient‑First Language
Perhaps the most important skill is writing with empathy. Behind every “target audience” is a real person, often worried about their health or a loved one’s.
- Use inclusive, respectful language that avoids stigma.
- Focus on the patient’s lived experience, not just the clinical facts.
- Make your reader feel seen, understood, and supported.
Example:
| Judgemental, stigmatising, and impersonal version: | Better version: |
| “Obese patients must comply with treatment to avoid complications.” | “If you’re living with obesity, your healthcare team can support you with treatment options to help reduce health risks.” |
👉 One of the most rewarding projects I worked on was a patient journey roadmap for a patient organisation—designed hand‑in‑hand with the community to ensure their voices were front and centre.
Step-by-Step: How to Break Into Healthcare Copywriting
1. Build Your Foundational Knowledge
You don’t need to be a doctor or scientist, but you do need enough understanding to write with confidence and accuracy.
- Take introductory courses in medical writing or health communications.
- Consider short certifications (such as those offered by AMWA or EMWA) to show commitment.
- Read widely: medical blogs, patient forums, and NHS guidance can all sharpen your knowledge.
👉 If you’re brand new and also considering medical writing, you may find my blog posts on How To Break Into Medical Writing As An HCP In 7 Steps or Freelance Medical Writing For Beginners With No Degree useful.
2. Create a Strong Portfolio
Your portfolio is often the first thing clients will look at. It doesn’t need to be huge, but it does need to show range and quality.
- Start with spec pieces (sample articles or blog posts) if you don’t have client work yet.
- Cover different formats—blogs, patient education leaflets, web copy.
- Update regularly as you grow.
👉 For practical guidance, check out my resources on how to build a medical writing portfolio and writing portfolio examples.
3. Network and Find Clients
The healthcare world is built on trust, and networking plays a huge part in building it.
- Join professional communities (LinkedIn, AMWA, EMWA, or medical writing forums).
- Share value-driven content on LinkedIn to build your credibility.
- Look for opportunities on reputable freelance writing websites.
👉 My post on top tips for using social media as a freelance writer may give you some ideas.
4. Find a Mentor
Breaking into this niche can feel daunting, which is why having a mentor can fast‑track your progress. A good mentor:
- Reviews your portfolio and gives honest, constructive feedback.
- Helps you avoid common mistakes in pitching and client management.
- Shares real‑world insight you won’t get from a course.
👉 If you’d like that kind of support, you can read about my mentoring programme here.
Best Practices for Healthcare Copywriting
When I work with healthcare clients, I’m reminded that copywriting in this field is about protecting trust and supporting better health outcomes. That means combining creativity with responsibility. Here are some of the best practices I follow (and recommend you do too).
1. Compliance and Ethics Basics
Healthcare is one of the most heavily regulated industries, and for good reason: people’s health is at stake.
- Always check that claims are evidence‑based and accurate.
- Avoid making absolute promises (“this will cure your condition”).
- Be transparent about risks and side effects where relevant.
- Follow applicable codes of practice (e.g. ABPI in the UK or FDA guidelines in the US).
2. Plain Language and Health Literacy
Patients (and even some healthcare professionals) don’t want to wade through jargon. Writing clearly can make the difference between confusion and confidence.
- Use short sentences and everyday words.
- Explain medical terms when you can’t avoid them.
- Use headings, bullet points, and summaries to make content easy to scan.
👉 In my patient‑facing clinical trial materials, I’ve found that simplifying even a single phrase can reduce anxiety and increase participation.
3. Persuasion Without Overpromising
Healthcare copywriting often has to inform and persuade – but ethically.
- Focus on benefits that are real and measurable.
- Use storytelling and empathy, not hype.
- Include clear, honest calls to action (“Speak to your GP today” instead of “Get instant results now”).
👉 For example, in a disease awareness campaign I wrote for Novartis, the copy balanced hope with realism. The idea was to encourage patients to learn about their options without creating false expectations.
Healthcare Copywriting Examples & Techniques
One of the quickest ways to learn healthcare copywriting is by studying examples. Below are some proven techniques, plus real‑world examples from my own projects.
1. Speak in the Patient’s Voice
Patients don’t think in jargon, they think in feelings, concerns, and everyday language.
Technique: Use review mining, patient forums, Facebook groups or patient interviews to understand how your audience talks, then echo their words in your copy.
❌ Avoid:
“This therapy reduces HbA1c variability in T2DM patients.”
✅ Better Version:
“This treatment may help you manage your blood sugar more steadily, so you can feel more in control of daily life.”
👉 Mini Case Study: I wrote my own patient story from my coeliac disease journey as the best way to demonstrate how to write a patient story.
2. Focus on Outcomes, Not Just Products
People buy better health, relief, or peace of mind.
Technique: Frame content around the emotional outcome rather than the technical feature.
❌ Avoid:
“This wound dressing contains silver ions for antimicrobial activity.”
✅ Better Version:
“This dressing helps wounds heal faster and lowers the risk of infection – so you can get back to daily life sooner.”
👉 Mini Case Study: For Wounds UK, I developed a case study supplement that highlighted real‑life patient improvements, making the clinical benefits more relatable for both clinicians and patients.
3. The Rule of One
One message, one audience, one call‑to‑action. Don’t overwhelm your reader.
Technique: Keep your focus tight. If you’re asking patients to download a guide, don’t distract them with unrelated offers.
❌ Avoid:
“Learn more about your condition, sign up for updates, join our online group, and check out our new app!”
✅ Better Version:
“Download our free guide today to take the first step towards understanding your condition.”
👉 Mini Case Study: In a lung cancer awareness brochure I co‑created with patients, we kept each section laser‑focused on one step in the journey (from diagnosis through to treatment options), so readers didn’t feel overwhelmed.
4. Empathetic Storytelling
Facts matter, but stories connect. Sharing a relatable patient journey or healthcare professional perspective can make copy far more engaging.
Technique: Use short narratives, analogies, or quotes (with consent) to humanise the message.
❌ Avoid:
“Regular exercise reduces cardiovascular risk.”
✅ Better Version:
“When Sarah’s GP suggested walking just 20 minutes a day, she worried it wouldn’t make a difference. Six months later, her blood pressure had dropped, and she felt more energised than she had in years.”
Common Pitfalls to Avoid as a New Healthcare Copywriter
When I first started out, I made plenty of mistakes (and that’s okay). But some pitfalls can slow your progress or harm your reputation if you don’t catch them early. Here are three of the most common ones (and how to sidestep them).
1. Trying to Write Too Technically
It’s tempting to show off every medical term you’ve learned, but your job as an expert isn’t to impress: it’s to communicate.
Top tip: Focus on clarity over complexity. Use plain English wherever possible and explain any unavoidable jargon. Remember, your reader should never need Google to understand your copy.
2. Overlooking Compliance Issues
One of the fastest ways to lose credibility is by making claims you can’t back up. Healthcare is heavily regulated, and copywriters need to take that seriously.
Top tip: Always cross‑check with trusted sources (peer‑reviewed journals, NICE guidelines, NHS or FDA resources). If you’re writing promotional content, ensure it aligns with ABPI (UK) or FDA (US) guidelines. When in doubt, tone down the claim and include a disclaimer.
3. Underpricing Your Services
When you’re new, it can feel easier to charge rock‑bottom rates “just to get work.” But it often leads to burnout and clients who don’t value your expertise.
Top tip: Price based on the value you deliver, not just the word count. Even early in your career, you can (and should) charge fairly.
👉 Check my guide to freelance medical writing rates to set realistic, sustainable prices.
Next Steps: Building a Sustainable Freelance Career
Freelancing in healthcare copywriting can feel like a juggling act—pitching, writing, invoicing, and keeping up with shifting guidelines. You don’t have to do it all alone. Here are two ways I can support you:
| Join My Free Newsletter | The Monthly Dose: The Medical Writer’s Subscription Box |
| Get practical advice straight to your inbox each week. I share: ✔️ Tips for freelance health & medical writers ✔️ Insights from my own journey ✔️ Tools and resources you can use right away | A monthly subscription designed for freelance health & medical writers who want structure and real‑world tools. For just £12/month (or £120/year), you’ll receive: ✔️ 1 high‑impact resource or template (e.g. rates calculators, negotiation scripts, LinkedIn templates) ✔️ Curated industry insights & articles ✔️ Discounts on mentoring calls with me ✔️ A chance to be featured |
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Healthcare Copywriting FAQs: My Answers for Aspiring Medical Copywriters
1. What is copywriting in healthcare?
In simple terms, healthcare copywriting is about taking complex medical information and turning it into content people can actually use. That might mean writing a patient brochure about a new treatment, creating website copy for a health clinic, or producing articles for a pharmaceutical brand.
When I first started, I realised how important it was to be accurate, but also to be clear and compassionate. Patients are looking for answers and reassurance. That’s what good healthcare copywriting delivers.
2. What is the difference between a medical writer and a medical copywriter?
This is one of the most common questions I get from new writers, and honestly, it confused me too at the beginning!
A medical writer usually produces more technical documents, like clinical trial reports, regulatory submissions, or peer‑reviewed journal articles. Accuracy and compliance are the main focus.
A medical copywriter, on the other hand, writes content that’s engaging and persuasive. Think patient education leaflets, health blogs, or copy for a private healthcare campaign. It’s still evidence‑based, but the tone is often more accessible and empathetic.
In reality, many freelancers (myself included) blend both skill sets depending on the project. For example, I’ve written plain‑English clinical trial consent forms (very much a medical writing task) alongside patient‑friendly web copy for a health retailer (definitely copywriting).
3. Can you really make $10,000 a month with healthcare copywriting?
The short answer is: yes, it’s possible. But it depends on a few things: your experience, your niche, the type of clients you work with and how you market yourself and your services.
When I first started, my rates were modest because I was still building my portfolio and confidence. Over time, by building long‑term client relationships, I was able to charge sustainable rates and take on larger projects.
Some healthcare copywriters (especially in pharmaceutical marketing or digital health) do earn five‑figure months. But don’t feel discouraged if you’re not there yet. Most of us build gradually, focusing first on steady income and then scaling up.
👉 If you’d like guidance on pricing and setting realistic goals, check out my post on freelance medical writing rates.
4. Do I need a science degree to become a healthcare copywriter?
No, a science degree to become a healthcare copywriter may not be necessary. This is a big worry for many new writers, and I remember wondering the same thing myself.
While having a background in science, medicine, or health can certainly help, it’s not a strict requirement. What matters more is your ability to:
- Research accurately using credible sources
- Write clearly for the intended audience (patients, carers, or healthcare professionals)
- Adapt your style depending on whether the content is educational, persuasive, or technical
I’ve worked with brilliant healthcare copywriters who came from journalism, marketing, and even creative writing backgrounds. What they all had in common was curiosity, a willingness to learn, and the drive to produce accurate, empathetic content.
If you’re serious about this career path, you can build your scientific knowledge through online courses, certifications, or by working with experienced mentors. (And yes, that’s something I help with in my mentoring programme).
