Healthcare Marketing Copywriter

I provide creative and compelling branding, strategy, content and copy for medical device and biotech manufacturers, payors and providers

20+ years of positive outcomes in healthcare marketing

I work primarily with Class I/Class II medical devices, biotech, and enterprise-level providers and payors. I also have experience working with consumer goods manufacturers and public health entities.

Providers

The Menninger Clinic

Texas Oncology

US Oncology

Moncrief Cancer Institute

Lightfully Behavioral Health

Devices & Biotech

Podimetrics

Argon

Iantrek

Samsara Vision

Sight Sciences

Tearcare

Hanger

Roche Diagnostics

Puresyn Plasmid DNA

Accelerated Care Plus

Payors

Scott & White Health Plan

The Solutions Group

How I approach working with healthcare clients and telling their stories:

“How it works” isn’t the same as “why someone should buy or use it.”

With medical devices and new health technologies, it’s easy to get caught up on features and functionality. While explainer content may be necessary, I’ll help you unlock the true value proposition so we can build from there.

Stuffed red hen pillow, symbolizing the humor and unstuffy humanity Martha Chang brings to healthcare strategy and content writing

Payors, providers and patients are all people first.

Empathy is critical in healthcare marketing — for all audiences. We should always connect like humans talking to humans, now more than ever.

Don’t trust the stats until you’ve actually read the study.

A great healthcare copywriter or strategist is one who will dive past all the referential links and actually read a medical study. I understand the terminology and jargon, and I care deeply about accuracy and credibility. I’ve got your back.

Compliance constraints aren’t creativity shackles.

Regulations around healthcare claims are there for good reason. Accepting that fact doesn’t mean you can’t come up with exciting and engaging creative work. It just takes a little extra oomph.

Client Impact

Project Goal

Launching a breakthrough solution for diabetic foot monitoring and amputation prevention (Class 1 medical device)

Services Provided

Positioning and strategy support, brand story, web content, brand manifesto video, social media videos, patient and provider education materials

Capabilities

Branding, Messaging & Creative

Device & Biotech Manufactures

I’ve worked with numerous Class 1 and Class 2 medical device makers, as well as biotech manufacturers, to develop a strong value proposition, key messaging and a dynamic brand. As an experienced health care copywriter, I know how to cut through the complexity of how things work to bring out the compelling reasons why your target(s) would fund, buy or use it. I also have deep experience understanding medical research and navigating claim regulations to help keep your brand safe.

Branding, Messaging & Creative

Providers & Payers

As an experienced health care copywriter and strategist, I understand the ins and outs of branding for both HCPs, healthcare systems, and insurance companies. From open enrollment campaigns to developing a complete value proposition and brand story, I have the talent and expertise to support your team effectively. Whatever the audience or medium, I’m here to help you connect, engage and convert successfully.

Websites & Other Digital Content

I’ve written all kinds of digital content for healthcare brands — from entirely new websites to blog articles and ebooks, landing pages, patient education materials and more. As an experienced content expert, I’ll help you engage different user personas and infuse SEO best practices alongside compelling content. I can also work closely with your UX team to maximize impact while supporting your brand story and personality. I’ve spent most of my career creating digital content, and I know how to do it efficiently and effectively.

Program Education

Patients and providers often need support to adopt new technologies, new services or simply a new way of doing things. I have a lot of experience creating walkthroughs, explainers and training content that connect authentically with specific audiences. Whether it’s a handbook, web content, training, a video series or even UX helper content, I’m here to deliver positive outcomes.

MOA & Marketing Video Script Writing

Script writing for Methodology of Action videos, explainers and healthcare marketing videos requires a strong understanding of audience expectations and regulatory requirements. That doesn’t mean they have to be stale, boring or awkward. I have written all kinds of video scripts — and provided voiceover for even more — so I know how to navigate complex terminology and required language with ease. I’ll tackle the scriptwriting and production process efficiently, and make your healthcare brand shine.

“When we need smart, piercing, high-level conceptual medical device ideas or someone who can mine nuanced insights out of complex clinical pharma data, there is no question who we call. Martha Chang is a fantastic partner for our healthcare work. She knows how to drive HCPs to act or convince patients to change – and she’s a joy to work with, as well! Get you some Martha on your team, STAT!”

Services healthcare