Content Writing

Medical Robotic surgery website content. Background: Company X have been tasked with developing an overall campaign to promote the robotic advancements that X Private Hospital have invested in over the last 12 months to the broader local population. XPrivate Hospital are currently in the process of completing additional suites at the hospital for surgeons and patients alike to have access to. Having this new equipment and these new consulting suites provides XPrivate Hospital with a competitive edge against other hospitals in the region. Under theX Hospital brand we are have created a campaign across digital (Social media + Google), outdoor and web (campaign website) that promotes their robotic arm of the business, the technology they have, why it's important and what the future holds for patients and surgeons alike. Purpose: To promote X Private as the most advanced and best hospital within the region as a result of their progressive and cutting-edge robotics investment. Target Audience: 1. General population that require surgery so they can talk to their GP's or specialists about X facilities (this may prompt the GP or surgeon to inquire or refer to a specialist that works from the hospital). 2. Surgeons and specialists within the region to consider operating out of X Private. Positioning: Progressive, Individualised, Responsive. Benefits: The website content must communicate at all times the consumer benefits of robotic surgery and the improved patient outcomes where possible. Proposition: Leading advancements in health. Response: "X private are the most advanced hospital in the region" Consumer mindframe when reading this content: • Low level of understanding of the technical aspects of surgery • Anxious about the surgery • Research mindframe Communication for this audience does not need to focus on technical correctness. Consumers are interested in benefits to them, and how this effects them. When talking about robotics, the approach needs to be grounded in the familiar and human, to open them up to the broader possibilities now on offer to them when considering surgery. Executional guidelines: The content as part of this brief is fixed and is not expected to change. X company have provided a supporting document alongside this brief which provides more specific information and word counts required for the website content