Client: NeuroQuest was a startup Midwestern company offering in-home EEG testing services to those experiencing seizures and needing official diagnosis. Since most seizures occur in the home, the company felt it had great potential. The firm had two major targets – physicians and patients — and needed a full array of marketing materials, including a website, brochures, and more.
Challenge: As a medical equipment copywriter, I knew what Neuroquest was offering was cutting edge. (Traditionally, EEGs are conducted in hospitals or clinics.) My challenge was getting physicians and patients to trust this new in-home method as well as the company’s expertise and professionalism.
Solution: I emphasized their Unique Selling Proposition (USP) – they were one of the first to offer the convenience and improved accuracy of in-home EEG testing. We also included plenty of answers to readers’ questions as well as testimonials and staff qualifications.
Results: Neuroquest and its website successfully launched. Just a few years later, the owners were able to sell the company at a healthy profit.
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