Ready to book
Someone ready to book needs the treatment page.
Healthcare content marketing
Healthcare content marketing from a nurse who understands the clinical side
Give patients useful answers in your own voice, with the clinical detail and advertising rules considered from the start.
In short
Healthcare content marketing helps patients understand their options through pages, blogs, FAQs and videos. I'm Sarah McDonald, a nurse prescriber turned healthcare marketing consultant. I plan and write clinically accurate content around real patient questions, with ASA and MHRA rules in mind. It needs to be found on Google, useful enough for AI tools to quote and clear about how to enquire. Packages start from £650 a month.
The problem
Why most healthcare content doesn't work
Healthcare copy often gives away how little the writer knows about the clinic. The same general explanation could sit on any website. Sometimes the advertising rules have been missed too. Patients need something more useful, and so do search tools looking for an answer to quote.
In one audit, almost half the blogs a nurse had paid for were set to be ignored by Google. Only 21% appeared at all. Writing more wouldn't have fixed that.
Strategy
A healthcare content marketing strategy that books patients
I start with what your patients search for, then decide where each question belongs. Each piece has a target search and a clear next step, so we aren't asking several pages to do the same job.
Comparing prices
Someone comparing prices needs a cost guide or FAQ.
Still researching
Blogs and videos can help earlier in the research.
The standard
What good healthcare content looks like
- The clinician's own experience and real cases, written in their voice.
- A useful answer near the top, where patients can find it and AI tools can quote it.
- A named author with qualifications and a link to their registration.
- Plain English, with links to the research behind the explanation.
- Prices and FAQs, with a straightforward route to an enquiry.
- Copy written within the relevant ASA and MHRA rules.
What it looks like in practice
Real clinics, measured results
Clicks up 92% in a month
At a Wigan clinic, we added a short answer box to the microneedling cost page. Google's AI Overview began quoting the clinic, and clicks rose 92% in a month.
First in Preston, quoted by AI
A Preston clinic's lip filler cost page ranks first in Preston, and Google's AI summary quotes it.
From 0 to 18 AI-quoted searches
At a Leeds clinic, Google's AI had been quoting none of its treatment pages. It went on to quote them on 18 searches.
What's included
Everything your content needs, in one place
A content plan
A content plan based on the questions your patients search for.
Treatment pages, blogs and FAQs
Written and fact-checked.
Video
Video for treatment explainers and patient questions, filmed by a specialist videographer.
Content refreshes
Work on older content that's out of date, lacks useful detail or competes with another page.
Monthly reporting
Monthly reporting that connects rankings and AI mentions with enquiries.
Why a nurse writes it
You shouldn't have to teach your copywriter the clinical basics
I bring clinical experience to the first draft, so you don't have to start by explaining how the treatment works. I check the facts and consider ASA and MHRA rules as I write.
Questions
Frequently asked questions
What is healthcare content marketing?
It's planning and creating useful answers to patients' questions. The content should help them understand your care and make the next step clear when they're ready to book.
Do you write for clinics outside aesthetics?
Yes. I write for private medical practices, dental practices, chiropractors, wellness brands, health tech and pharma.
Can you write in my voice?
Yes. I use the treating clinician's first-person voice and their real experience, so patients hear from the person providing the care.
How much does healthcare content marketing cost?
Packages start from £650 a month, with a six-month minimum term. Compare the packages.
Is your content written with advertising rules in mind?
Yes. I write every piece with ASA and MHRA rules in mind, and I can add a formal compliance check if your business needs one.
Find out what your content is costing you
In a free 30-minute audit, I'll check which pages Google is ignoring and the patient questions your website hasn't answered. Then I'll show you your three quickest wins.