THIS IS NOT ABOUT
Where Great Copywriting Is Made!
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THIS IS NOT ABOUT
How Many Cats I Own, Either!
THIS IS ABOUT YOU
And A Little Girl With The Steel Wind-Pipe*
It's about answering those lingering questions inside your mind:
Can this sherlock really help me?
Is he as good as he claims he is?
It's also about telling a story about a beautiful little girl named Lidka.
It was eleven 'o clock on a bleak winter's night when they brought her into the hospital.
"She is dying. Can you please come over to the hospital?", called the nurse.
I was mere twenty-four years old at the time.
Freshly graduated from the university.
48 days to precise.
No clinical experience whatsoever.
And they had placed me in charge of a hospital.
Every now and then, I used to wonder what if they took in a woman with complicated labor or a man with strangulated hernia.
But this was worse!
The mother had wrapped her 3-year-old daughter in a bundle.
A hissing sound emerged from it.
My heart sank as I examined her.
My worst fears confirmed.
Diphtherial coup!
With each breath, the color of her face transitioned from pink to blue.
She didn't have much time left.
She’d be dead in an hour, I thought.
“Please give her some medicine”, her mother cried. “I won’t live without her.”
It was too late.
My mind was racing!
There was one thing that could be done.
An operation.
To save her life.
Tracheotomy.
“It’s a procedure where you cut open the throat near the neck and put in a silver pipe to stop the choking.”
She stared back in utter disbelief.
“No!”
“No? Look at her fingernails.”
“No, No!”
“Your choice,” I gestured my assistant to take the mother and her child to the ward.
No sooner had they left, the assistant returned.
“She has agreed to do it,” he exclaimed.
I felt a shiver run down my spine.
I’d never seen anyone perform a tracheotomy before.
What was I thinking?
I’d only read about it.
“Sterilize the instruments. I am coming in a moment,” I said.
I rushed back to my room.
I had dozens of illustrated volumes of surgery and manuals on obstetrical surgery.
I laid open one of the manuals.
The illustration of tracheotomy stared back at me.
It looked simple. And immaculate.
The text danced in front of my eyes, and I could barely grasp what it said.
Time was ticking.
I got up, gave one final look at the illustration and made my way towards the operating room.
There she was on the operating table.
Surrounded by my assistants.
They had washed her throat and painted it with iodine.
The room was dimly lit.
I picked up the scalpel, still not sure what on earth was I about to do.
I made an incision.
Not a single drop of blood.
I moved the scalpel along the white strip that emerged between the incised skin.
No sign of blood. Yet again.
Using a blunt probe, I parted the delicate tissues layer by layer.
Thick dark blood began to ooze out from the wound, flooding the entire view.
The lights flickered.
The assistant dabbed the wound with swabs but to no avail.
I tried to clamp the edges of the wound.
The flow did not stop.
I clenched my teeth tightly.
Why did I enroll in a medical college?
What wilderness is this?
I angrily closed the forceps and the bleeding stopped.
With a piece of gauze, I dabbed the wound until it was clear.
Where’s the windpipe?
I could swear that illustration from the manual did not do any justice to what my eyes saw that day.
I kept poking around.
Still couldn’t find it.
Is this the point where I give up and say, "I have no idea what to do next?"
Lidka could have died quietly in the ward.
Why did I do this to her?
*The Steel Windpipe by Mikhail Bulgakov
(Retold by Saad Sohail, M.D)
A SHOT IN THE DARK
This is true for most medical content and healthcare copy being put out there!
Did Lidka Survive?
She did!
The story has a happy ending.
At the end of the day, it's a fictional story.
And even if it was real, it wouldn't matter.
Because guesswork in real life rarely yields results.
Your Clinical Practice Is Not A Work of Fiction.
Your Healthcare Business Is Not Lidka.
CONS OF GUESSWORK
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Misses The Mark: When you play the guessing game, your content fails to connect with your potential patients. This explains why your words are falling on deaf ears and you are not able to get the results that you want.
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Kills Your Brand: Nothing confuses your target patients more than an inconsistent and convoluted messaging. With guesswork, you run the risk of damaging your medical practice's brand identity.
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Low Engagement: Medical copy that fails to capture the attention or address the needs of your potential patients results in lost opportunities for patient acquisition and retention.
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Fails to Build Trust: When it comes to providing healthcare service, trust is everything. Generic, non-tailored content not only lacks authority and credibility, but it makes it difficult for patients to understand and trust your message. This ultimately harms your practice.
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Poor Return on Investment: When it comes to healthcare content marketing, taking a shot in the dark is a surefire way of wasting precious resources. Remember irrelevant and dry as a bone content converts poorly!
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Bland: Today, there's no shortage of health information on the internet. Competition is tough and the stakes are already too high. Cookie-cutter content does not make the job any easier. It lacks depth and specificity but most importantly it cannot cut through the noise or help you stand apart from other healthcare professionals.
THE GOOD NEWS
I Am A Detective
A master of observation and analysis, with a keen eye for detail.
Science - Backed Research
Understanding Your Target Audience
What Do They Desire ?
Guesswork: They want acne-free skin.
Research: They want clear & beautiful skin.
What Are Their Fears?
Guesswork: What if it does not go away?
Research: What if I get permanent scarring?
What Do They Want?
Guesswork: They want results over-night.
Research: They want results that last.
What Pains Them?
Guesswork: Itchy and painful pimples.
Research: Bullying and harassment by peers.
What are Their Needs?
Guesswork: Education on the causes of acne.
Research: They need a personalized skin care.
What are Their Objections?
Guesswork: What about the side-effects?
Research: What if it does not work out?
Through rigorous research, I gain profound insights of the unique concerns and challenges that consume your potential patients. Armed with this knowledge, I meticulously craft a message that resonates deeply with them, forging a strong connection: an unforgettable bond between them and your practice.
So That They Go From
The Best of Three Worlds
Doctor, Copywriter and Content Marketer
Each one has an advantage over the other. And a disadvantage!
Doctor
Pros: Accurate information.
Cons: Boring and Jargon filled.
Credible, Reliable & Trustworthy.
Fails to connect & converts poorly.
Copywriter
Pros: Information that resonates.
Cons: Misleading information.
Better conversions.
Poor credibility & reliability. Potential legal Issues.
Content Marketer
Pros: Engaging Information.
Cons: Limited medical knowledge.
Boosts Traffic & Builds A Brand.
Leaves opportunities on the table.
Get More Eyeballs. Establish Authority. Improve Patient Inflow.
Doctor
Copywriter
Content Marketer
I am all three.
Now that's A Rare Find!
The Stakes Are In Your Favor
Don't Wait. Grow Your Clinical Practice Today
You Don't Have to
Do It Yourself!
I have already done it for you!
I Have Closely Studied
The Art of Copywriting & Advertising
From the World-Renowned Copywriters & Marketers.
I have Reverse-Engineered the Most Profitable Healthcare Ads & the Sales letters.
I have Carefully Dissected, Analyzed, Experimented & Refined Many Copywriting Strategies.
I have spent long, selfless hours honing my craft to a razor's edge.
So that I can produce high converting medical copy and bespoke healthcare content for your prospective patients faster than ever before.
So that it is more in line with the current healthcare content marketing regulations & guidelines,
So that it can capture their attention the right way,
So that it is not only just engaging or more persuasive,
It can move hearts.
So that I can offer you something far greater: the gift of time.
The Gift of Focus.
So that you can focus on what matters to you the most - your patients.
So that you can focus on what you do best - caring for your patients.
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It's More Than Just Writing
A String of Clever Words
Just like the prescription.
History
Examination
Provisional Diagnosis
Investigations
Final Diagnosis
Prescription
Audience Research
Keyword Research (SEO)
Website Copy & Design
Content Strategy & Production
Advertising
Campaign Optimization
It's Not A Bot's Work
ChatGPT, Bing, or Bard
Can You Really Trust a Bot When Lives Are At Stake?
Because Bots Are Only as Good as the One Operating it.
Because Bots Lack the Human Touch.
Because Bots Get Facts Wrong.
Because Bots Cannot Conduct Proper Medical Research.
Because Bots Confidently Invent Research Papers That Don't Exist.
Because Bots Are Trained on Out-dated Data.
Because Bots Generate Misleading Information.
Because Bots Do Not Understand Regulations.
Because Bots Cannot Keep Up with the Intricate Nuances of Healthcare Content Marketing.
In Short, Bots Have a Long Way to Go...
