Question

Topic: Copywriting

Copy For A Consumer Health Advocate Company

Posted by 4bbrown on 4/17/2013 at 3:41 PM ET 25 Points
Please help I am trying to developing an awareness campaign. We are a health advocate company that provides a range of services statewide including but not limited to:
Assisting consumers with health insurance claim denials and appeals

Assisting consumers with disputes with private health insurance, group health plans, preexisting condition plans or other public coverage

Assisting consumers with medical and medical equipment billing disputes

Assisting consumers in determining available health insurance options

Educating consumers on health related issues like how to read and understand medical bills, insurance forms, and consumer health insurance rights and responsibilities

The main goal is to raise awareness so that people know that we exist and are here to help them if they are faced with the issues mentioned above.

I need help coming up with copy that is easy to understand and would make consumer want to call our hotline with their complaints for help.
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RESPONSES

  • Posted by Moriarty on 4/17/2013 at 4:18 PM Accepted
    Why should someone contact you and not someone else? Seeing your business from their point of view can be an education in itself. So far, you have only spoken to yourself in the mirror.

    so what questions are your customers asking that your business is the perfect answer to? Start asking them too, and you will find them phoning you!
  • Posted by Gary Bloomer on 4/17/2013 at 5:45 PM Accepted
    With respect, I think it's unlikely that you'll receive copy for such a large project free of charge and for 25 points.

    That aside, consider a list of benefits in which you layout primary savings, reductions, and removals of time, money, effort, hassle, and angst. Your role is to make people's lives simpler. To do this you need to clearly outline why your agency is the best equipped to help the consumer. You are not selling health advocacy, you are providing peace of mind and easing restless nights by cutting through the BS and red tape.
  • Posted on 4/17/2013 at 8:07 PM Accepted
    What kind of campaign? Where will your target audience see/hear your ads? Who is your target audience? What's the budget for this project?
  • Posted by 4bbrown on 4/18/2013 at 12:02 AM Author
    Sorry for diving in and using the points that I inherited. I will add more on payday. For those who are helping because of the passion or because you simply would like to help, I sincerely thank you.
    kind of campaign = print (newspaper and magazine only)
    Target audience = 18-64 with access to health insurance
    budget = 5k
    3 month project
    I'm not asking anyone to spend a lot of time helping with this but any suggestions would be greatly appreciated.
  • Posted by Moriarty on 4/18/2013 at 2:23 AM Member
    Firstly I want you to try and see your company from your customer's viewpoint. Imagine you need to buy some car insurance. It's something you need and is still your end of the business, sort of. Look at the sites, adverts and anything you can find that's relevant. What do you like about them, why would you buy from them - are there any that stand out? All this you can feed back into your own copy!

    It's a start, isn't it?

    You're doing newspapers etc. Start with a Google display network campaign - it need not be big. You can fine-tune the wording of your message before committing to the big expense of advertising in the print media. You can also find out which newspapers and magazines are best (and believe me, you'll be in for a few surprises - that's what's great about the display network!) For $100 you can get really valuable information that will literally double the effectiveness of your print ads.

    The display network shows the little ads in online newspapers, magazines and blogs - anywhere you see little text advertisements, pictures or even videos these days. The costs are modest, the information priceless. More, it's very fast. You can get sensible data within a few days, and really hard and fast metrics within a week.

    You will also have the ability to find out what works and what doesn't for your target audience. Once you have this information the copy will almost write itself!

    So do that, look into auto insurance and see what catches your eye. Do it online, click on the ads and get an idea of how the display network works for you as a "consumer".

    Have a great time! Then get back to us with your experiences and we can work outwards from there. Okay? That's when we can talk turkey, really stamp down the issues that might bog down your advertisements in the print media.

  • Posted by Gary Bloomer on 4/18/2013 at 6:46 AM Member
    In your messaging, appeal to your ideal clients' needs, concerns, problems, and frustrations head on:

    When you've had a health insurance claim denied or you need to appeal a decision,
    call Blah Blah Blah Associates 800-123-4567. We can help and at no fee to you.

    Ditto with disputes with private health insurance, group health plans, preexisting condition plans or other public coverage

    Ditto with medical and medical equipment billing disputes.

    Ditto with available health insurance options.

    Ditto with educating consumers on health related issues.

    To stretch your marketing budget even farther, contact editors and ask about writing editorial pieces that address people's concerns and that also help position your organization as the "go to" resource.

    Contact station managers at local and regional radio stations and ask about guest spots on talk shows in which a representative from your organization can speak directly to people's concerns, particularly as those concerns might apply to seniors or whoever your target audience is.

    Use Facebook and Twitter to reiterate your message and to direct people to your press and radio presence. Partner with like-minded or mission related non-profits and offer value.

    Helpful enough for you? Passionate enough for you?

    The points next to my name? I earned them ... by helping people.

  • Posted by 4bbrown on 4/18/2013 at 10:13 AM Author
    Gary,
    You most certainly did. Thanks and let me know if I could be of service with any design help.
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