HEALTH AND WELLNESS WRITING
Introducing Health & Wellness Writing
The Health Landscape in 2018
When I put content and science in comparison to each other, I mean just that: in comparison. They work alongside each other, without one superseding the other. Let’s frame this statement by setting the stage for what people think of when they talk health in 2018.
A Desire for Autonomy: People trust their doctors on an individual level, but not the healthcare system overall. This was the root of the natural products revolution, which has exploded in the last 10 years. Expo West, the largest trade show in the industry, recently took place earlier this month, with a grand total of 85,000 attendees, the biggest yet. What does this mean for the content landscape? Well, there are more individuals out there looking for information for their health, as well as a large set of new businesses that need written content.
Health Through Food: It’s become more evident that we are what we eat, so to speak. Part of the natural products revolution came with more demand for transparency from food makers, both in terms of organic products and other categories like gluten-free, ethically sourced, etc. This means that the health industry is spilling over into the food industry. You can see similar trends in other industries as well, like the prevalence of yoga and sports nutrition to non-athletes.
A Growing Elderly Population: Other trends may ebb and flow as knowledge and other factors change, but chances are that this isn’t going anywhere. Stats show that the amount of people over 65 in the U.S. will over double in the coming decades, from 46 million today to over 98 million by 2060. The 2016 Canadian census showed that seniors outnumbered children for the first time. Stay tuned to this blog in the coming weeks—we’re going to be talking about this a lot.
How Does Content Help the Health Industry?
This is all well and good, but you may be curious how content plays into this. Well, if a tree falls in the forest, does it make a sound? The major core of the health trends here are people being more active about pursuing information relevant to their health. However, this information does little good if you need to be a doctor or dietitian to get it.
Let’s illustrate this going by going outside of health, to another niche with similar concerns. As CEO of TGEInk, A.Tana Kantor covers green energy, technology advances, and progressive finance topics for a business audience. To convert traditional businesspeople into forward-thinking evangelists, she has to do a lot of breaking down complex topics. Here’s how she makes it happen:
“We always focus on why anyone should care about this story, product, service. We then tell the whole story, however long it takes, making that story compelling through editing, design and graphics. We then tailor that story for the medium in which it appears, the audience of that medium, and the attention span of that audience.”
Depending on what facet of the health industry you are in, a lot of this may hold true. Whether you’re a doctor filling out a blog on their website, a supplement company writing email copy for customers, or selling medical equipment to hospitals, written content is an essential part of communications. 9 times out of 10, you need to explain a concept as well as what sets your product or service above the alternatives for that concept. This also applies internally as well. If you run any sort of medical-centered, business, you need a plan to communicate for potential investors. What is the medium for you to do this? Writing, of course. This is the real core of health & wellness writing: explaining health concepts for the betterment of your business.
Of course, this is easier said than done. There’s a reason the greatest scientists and experts in their fields don’t make the best teachers—communication is hard! This same issue carries over to the written word.
This is where a good health writing service can make the difference. However, this is only the first step. Many of the central principles of a good health business—any healthy business—can only be espoused through writing. If you need written content to communicate your health services or products to the world, make sure you have skilled professionals in your corner.
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