Know-How Exchange : Copywriting

I'd suggest starting by defining when/who is wanting the services, then explain the clear benefits to the customer (why YOUR services instead of the hospital's, for example).

As a veteran of multiple MRIs, CT scans and other imaging services for many years, I urge you to follow the advice of lbwalker and Jay Hamilton-Roth, above. There are many uncomfortable and even frightening angles ensconsed in that realm of medical testing. Talk to patients who've been there; research what they have to say. Not fun, but when necessary, what does your client's product offer that can extend comfort to patients? Piped in fresh air, direct voice contact with the imaging techs throughout the procedure, earphones with preferred music or sounds (ocean waves are a great way to help relax), perhaps relaxation tapes, etc. I don't envy you, but think there is a way to do the job that needs to be done!

Best,
jag
MarketBase

I don’t disagree with any of the responses that suggest that you consider your copy from the point of the patient. Unless, the patient is not your audience.

Is your client selling MRI/Imaging services to patients or to healthcare professionals? Are you trying to place equipment in a particular hospital or satellite setting?

If so, your words would be very different than that of the patient’s perspective. Descriptors that indicate ease of installation, training for staff, complements existing/other hospital equipment, efficiency of patient throughput, ease of delivery of results to multiple format readers ( ie., electronic patient records, digital files to physicians’ offices or hospital IT systems) might be benefits relevant to this audience versus the patient as the audience.

There is a great way to handle this kind of copy, and I recommend you immediately adopt it, because it is almost foolproof and you will be going through the same procedure every copywriter must go through to hit the mark:

Ask the client for contact details of users of the service. Interview them (I usually do this by phone to save time, and it's not such a big deal for the person being interviewed).

Ask how they get on with the service. Ask how a typical day goes etc. You'll get some great copy and the client will be delighted with the straight talking. If the words aren't quite the best you could get, simply ask the person if you can change the wording slightly to fit in with your main message.

I usually start of the interview by saying: "I am just writing a short piece about the service. How do you find it? Does the service stand out in any way? Have you ever used another? Anything in particular makes this one work well?"

Try to get something unique - that is the real purpose of the task here.

Peter