Website copy
“Kayla brought her own strategic insights to each conversation and was a joy to work with.”
Defne Gencler
Founder, Laurel Leaf
“I first connected with Kayla because of her clear experience and expertise in the health tech industry. I was hoping for a copywriter who could write strong, crisp conversion copy.
What I got was even more than that!
I collaborated with someone who brought her own strategic insights to each conversation and was a joy to work with. Kayla brings professionalism, flexibility, and a unique point of view. Our clients were pleased with all the results and we have many more projects with her name on them.”
PROJECT OVERVIEW
Momentum Health enables spine specialists to monitor their patients’ conditions remotely with 3D smartphone scans.
So they can accurately detect progression in real-time, intervene early, improve outcomes, and free up time for patients
in need of in-person visits.
I collaborated with the fantastic team at Laurel Leaf to bring their new strategic messaging to life across the Momentum
Spine and Health Solutions pages and drive demo bookings.
As someone who has personally struggled with chronic back pain, it was such an honor to support a company that is making
a difference in the lives of patients with spine conditions.
KEY OBJECTIVES
The challenge was to create a message that spoke to both surgeons (the customer) AND patients.
With such a technically complex product, it was essential to balance credibility with a sense of human empathy so that the message would resonate.
HEADLINES THAT DIFFERENTIATE
In the headlines and throughout all of the copy, we positioned Momentum Spine as the clear choice, superior to the alternative of 2D imagery. Not only does their solution prevent exposure to harmful radiation, but it gives spine specialists a much more comprehensive overview of condition progression.
PERSUASIVE PROBLEM SECTIONS
Each page calls out the problems that Momentum Health solves, a key component of conversion copy. In order to build up the need to invest in your solution, you need to paint a clear picture of why the status quo is not sustainable.
Here, highlight pain points in the patient experience and the strain on busy healthcare providers to motivate key decision-makers to make the switch from X-rays to Momentum Spine.
RAISING THE STAKES
By the time most adolescents have a scoliosis consultation, their spines are already developed, so they often need surgery. We highlighted this statistic in the headline to trigger healthcare professionals’ motivation to improve health outcomes for their patients through earlier detection.
CLOSING SECTIONS
At the bottom of the Health Solutions page, we used word play with “momentum” (the brand name) to capture attention. By communicating how Momentum Spine is at the forefront of spine care innovation, we inspire healthcare organizations to reach out so they don’t get stuck in the past using outdated methods that harm outcomes.
THE END RESULT
In the end, we were able to break down the science and technology in a way that was understandable to all readers,
without dumbing it down. And we empathized with the difficult journey that scoliosis patients go through.
By highlighting the main pain points that spine specialists experience in their daily work, as well as the harmful effects, inconvenience, and uncertainty for patients and parents in the current care model, Momentum Health’s website positions
their solution as the obvious choice over 2D X-rays.
See Momentum Health’s website copy here 👇
Want conversion copy like this for your health brand?
Get in touch to see if we’re a fit.
