Medical Copywriting

There is a particular kind of damage that happens when medical copy gets the tone wrong. Write too clinically and you lose the patient who is scared and just needs to understand what is happening to them. Write too simply and you lose the clinician who needs accuracy and evidence. Pitch it wrong for a B2B audience and the procurement director moves on before they have finished the first paragraph.

Good medical copywriting holds all of those audiences in mind simultaneously, and makes each one feel the content was written specifically for them. That takes more than good writing. It takes a genuine understanding of the medical world.

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Why Medical Copy Demands a Different Kind of Writer

Most copywriters approach medical content the way a tourist approaches a foreign city – map in hand, following the obvious routes, missing everything that makes the place worth visiting.

Aitkens Media has spent 30 years working inside the medical, healthcare and technology sectors. We understand anatomy and physiology. We understand how surgical procedures work and why that matters when you are explaining a medical device to a theatre team. We understand the difference between what a patient needs to hear and what a healthcare professional needs to read – and we know how to write both.

That depth of knowledge means less time briefing, fewer rounds of revision, and copy that sounds like it was written by someone who knows your world.

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Getting the Tone Right — From Frightened Patients to Procurement Directors

Tone of voice is the most underestimated element of medical copywriting. It is also the one most likely to go wrong.

A patient reading about a procedure they are about to undergo does not need clinical precision. They need clarity, reassurance and language that does not make them feel like a case study.

A clinician reviewing a product guide needs evidence, accuracy and the confidence that the writer has not oversimplified something important.

A procurement director reading a white paper needs a compelling case, structured argument and clear ROI.

Aitkens Media writes across all three registers – often within the same project. We know which voice to use and when to switch, and we do it without anyone having to ask.

What a Specialist Medical Copywriter Brings That a Generalist Cannot

The difference is not just knowledge – it’s instinct.

We don’t just write the copy you brief us on. We think about where else it will be used. Can this white paper become the basis for three blog posts? Can this product description be adapted for the patient-facing version of the same page? Would this case study work as a conference presentation? That kind of strategic thinking is built into every project we take on.

We always establish the purpose of the copy before we write a word. Is it to educate, drive sales, raise awareness or build trust? The answer shapes everything – the structure, the tone, the call to action, the length. And we think about compliance from the start, not as an afterthought.

Medical and Healthcare Clients We Write For

Medical device manufacturers and distributors Medical simulation and clinical education companies Private clinics, surgical practices and diagnostic centres Dental practices and specialist healthcare providers Occupational health services Medical certification and testing organisations Pharmaceutical and life sciences companies Healthcare charities and patient support organisations

Joanna contacted me regarding the development of a simulation model for physicians to reduce maternal deaths from bleeding after delivery. Joanna has an advanced understanding of anatomy and physiology, and she is quick to understand medical concepts that are new to her. If you are a physician with a new product, and need someone who can both understand your product and communicate its benefit, I would recommend speaking to Joanna.
Russ Jelsema
Medical Director - Natera Inc

It has been fantastic working with Joanna and her team on our content marketing initiatives. Joanna is highly professional and knowledgeable about the healthcare education industry. She brings extensive research and creativity to our marketing and we are extremely fortunate to have been able to partner with her.
Martin Currie
Marketing Director - Operative Experience

Working with Joanna has been an absolute pleasure. She understands our industry, quickly grasps technical topics, and turns them into engaging, well-structured content that speaks to our audience. She’s easy to work with, always delivers on time, and requires minimal input – making the process straightforward even when we’re busy. Joanna played a key role in creating content for our website and Test Labs annual, and I wouldn’t hesitate to work with her again.
Tautvydas Karitonas
Managing Director - Test Labs

“I worked with Joanna on a specific project to build my expertise and improve visibility in a particular area. She was incredibly knowledgeable, professional, and – most importantly – so easy to talk to. Joanna really took the time to understand what I needed, offered great advice on the content and perspectives that would be most effective, and then delivered excellent work.

She not only met every deadline but also made the whole process enjoyable. I especially appreciated how she challenged my thinking in a really positive way and how thoroughly she researched an area she may not have had much prior experience with – yet made it sound like she had!

I can’t recommend her highly enough.”
Debbie Holder
Owner and Clinical Lead - Occupational Health Services Ltd.

I had the pleasure of working with Joanna from 2011 to 2019 as Aitkens Media managed our social media channels. Joanna and her team have an excellent working knowledge of a vast product catalog. While they wrote articles and posts for various topics (medical, general science and physics), I can especially recommend her to any business active in the medical simulation or healthcare markets. We have come to know Aitkens Media as a confident and professional agency. Joanna and her team were always happy to go the extra mile while being friendly, creative and adaptable. The team is really well managed and has worked extremely well with our teams around the world, supporting both sales and marketing (including multi language translations). Joanna has always been ready to offer practical and strategic advice to improve our presence on social media which led the right followers to our profiles. Thank you for many years of a fun and empowering collaboration. > Highly recommended!
Anna Wittig
Head of Marketing - 3B Scientific

It is a pleasure working with Joanna. She is so articulate & has a calming influence on our team. Joanna & her team have taken our charity forward, building our website, showcasing our work, writing blogs and social media posts. Thank you Joanna. We don’t know what we would do without you.
Jo Gratze
Founder & CEO - Hospice Aid UK

[Aitkens Media] Put together an innovative presentation for us which was extremely informative, motivational and very well received by a group of delegates from across the UK. Very professional to work with and very flexible. I would have no hesitation in recommending to other organisations and would definitely use their services again in the future.
Susan Blunt
Senior Challenge Events Programme Manager - Macmillan Cancer Support