Two things I have learned that I love about copywriting for home care (and healthcare) during this past year or so:
The importance of forming an emotional connection early on in a complex buying journey
Most potential audience members and leads come to your content overwhelmed. They are anxious, fearful, distressed and sympathetic toward those they are buying care for. And while some are ready to buy, most aren't. Instead, they are knee-deep in research.
Appreciating each state of mind in relation to each service you provide helps you develop a clear buyer entry and empathy map from which you can derive your content plan.
And if you work hard at establishing a connection in your copy that covers all facets of these customer types early on, it can help you guide their content journey regardless of the immediacy of their buying need. In other words, you can define what your nurturing process looks like.
I find this work fascinating.
Learning where to pen human stories into the healthcare journey
Traditional case studies can be infrequently penned and repurposed liberally for most service companies (B2B or B2C). However, for healthcare B2C, it seems better to have many case studies across the journey map that you can personalise for various empathy states and touchpoints.
For example, someone looking for information about live-in care could typically be in one of two states, either proactively searching for care cover for a planned hospital stay or feeling anxious and distressed that Mum or Dad has recently been hospitalised. Both buyers are in very different mental states, looking for reassurance, trust, and connection differently. They also have unique content design and information needs.
Relevance is also a challenge, as case studies need topping up regularly to keep your outcomes nuanced to the audience, service needs, and compliance.
It's hard work, but I love the added complexity.
So, am I looking for more healthcare content and copywriting work? Yes. And I'm also looking to translate my learning into better content frameworks for other industries.
