For some reason, creating concise benefit-driven product descriptions gets overlooked in many medical marketing campaigns. Don’t make this mistake.
It’s also important that product descriptions are consistent throughout your marketing channels. If your product is described differently on a web page than it is in a leave-behind brochure or blog post, there is a good chance you’ll create confusion within your target audience.
In general, medical product descriptions should be concise, dynamic and formatted so they look quick and easy to read. Here is a simple formula for writing product descriptions for medical marketing campaigns that follows these guidelines.
- A simple headline that states the product name
- A subhead that touts a product benefit
- A few lines of descriptive copy about the product and the challenge it meets
- A sharp set of benefit-driven bullet points
- A few more lines of descriptive copy that highlights additional benefits or other essential product information.
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As this example shows, you can pour a lot of essential information into this simple formula. The key is to keep your description short and tight. Make every word count, and be sure every claim in your medical product description is credible.