Bridging Medicine and Marketing Through Scientific Storytelling

“Every time I was given a new drug to work on, I wanted to find out what part of the molecule binds to the receptor,” says Holly Hagan, recalling her early approach to medical copywriting. For someone with undergraduate and master’s degrees in biomedical science, scrutinizing molecular mechanisms seemed natural—until her creative director delivered an unexpected reality check: “Holly, you need to lose the lab coat.” In other words: prioritize clinical clarity over biochemical pathways.

That moment in 2009 taught Hagan that effective healthcare advertising requires translating complex data into accessible and compelling narratives that drive action. Understanding this balance is what she now teaches in the Writing for Healthcare Advertising course for the University of Chicago’s Healthcare Communications certificate program.

“Healthcare advertising covers pharmaceutical advertising, medical devices, hospital campaigns, healthcare delivery services, healthcare technology,” Hagan explains. “But in class we focus specifically on the writing part of it—How do we promote this medical device or this product or this drug?”

The course she teaches fills a unique niche in the healthcare communication landscape. While many programs teach pharmaceutical marketing broadly, Hagan notes, “I don’t know of any other healthcare advertising courses that focus on the actual copywriting aspect.” The difference matters. Her students learn to craft FDA-compliant content that is also persuasive and strategically sound.

In Hagan’s class, students develop practical skills through real-world assignments. They create detail aids—tools sales representatives use during brief physician visits—and craft efficacy presentations that showcase clinical trial results. “They might have thirty seconds to two minutes with the doctor,” she explains. Such tight constraints demand both precision and creativity.

The course attracts professionals from diverse backgrounds—physicians, pharmaceutical professionals, veterinarians, and graphic designers. One student working in medical affairs at a pharmaceutical company told Hagan how the course transformed her approach to creating slide decks. “She was able to take what she learned and apply it directly to her work,” Hagan notes.

Beyond just technical skills, Hagan makes sure her students grapple with the art of persuasion itself. In a field where every word can shape opinion and potentially drive decisions, she has them practice five-minute presentations that mirror real-world client meetings. “The copywriter needs to not only write but present their work and defend it,” she explains. Students hone their strategic thinking: why they chose specific headlines, how they structured the information flow, and how each element supports the broader marketing strategy.

Strategic content planning forms another pillar of Hagan’s teaching. Her students learn to develop comprehensive content outlines before drafting any copy. This methodical approach helps them determine which messages deserve prominence across limited page space. “When you’re in the weeds of writing, you can forget where you were in the first place,” she notes. This planning discipline is a secret ingredient when it comes to making complex clinical information clear and actionable for time-pressed healthcare professionals.

Between formal classes, students find Hagan in her weekly virtual office hours, dropping in with questions as they arise. She supplements these sessions with industry insiders who share their unique paths into the field. “I think it helps people see that there isn’t just one mold that you have to fill in order to do this,” she says.

As artificial intelligence transforms many industries, Hagan remains confident about the future of medical copywriting. “There’s a demand for medical copywriters, and I think there will continue to be,” she affirms. “There are so many nuances to the work that I don’t think AI can ever take this over 100 percent. You need to have a human who knows the process and life-critical stakes of medical communication.” She’s preparing her students for a future where AI may assist—but never replace—the precision, persuasion, and strategic thinking of expert medical writers.