What Is Health Content Marketing—and Who Hires Writers for It?

By Elizabeth Hanes BSN RN 
Freelance health journalist and founder of RN2writer 

Elizabeth is a nurse turned six-figure freelance writer. Her work has appeared in WebMD, Verywell Health, Cardinal Health, and many other major healthcare brands and publications. She now helps nurses transition to freelance writing through RN2writer - an accredited provider of Continuing Nursing Education.

Welcome behind the curtain of freelance writing! If you're just stepping into the world of freelance health writing, you might be wondering what exactly "health content marketing" is and why everyone seems to be talking about it. Let’s unpack this powerful niche and reveal who’s hiring writers like you to create it. 

Defining Health Content Marketing 

At its core, health content marketing is a strategy used by healthcare organizations, companies, and brands to attract and retain an audience by creating valuable, relevant health-related content. Instead of overt ads, this approach aims to build trust and provide information that solves problems, answers questions, or inspires action. 

Think of a hospital blog post on managing diabetes, or a pharmaceutical company's downloadable guide on coping with side effects. These are examples of health content marketing in action. They're not selling directly—they're educating, empowering, and engaging readers. 

Who Hires Writers for Health Content Marketing? 

Here’s the fun part: health content is everywhere, and so are the clients who need it. Some of the top types of organizations hiring freelance writers include: 

1. Hospitals and Health Systems 

They need content to explain conditions, treatments, and wellness tips to patients. This includes blog posts, newsletters, and even patient handbooks. 

2. Health Tech Companies 

From wearable fitness trackers to telehealth platforms, these companies want clear, compelling content to showcase their innovations. 

3. Pharmaceutical Companies 

Pharma often contracts writers to create patient education materials, condition awareness campaigns, and even internal communications. 

4. Health and Wellness Brands 

Think supplements, mental health apps, or fitness equipment. These brands use articles, videos, and email campaigns to build loyalty and credibility. 

5. Marketing Agencies 

Many agencies serve health clients and hire freelancers to help with overflow or to bring clinical expertise to the table. 

6. Professional Associations and Nonprofits 

Organizations like the American Heart Association need writers for public education initiatives, reports, and more. 

What Kinds of Projects Will You Write? 

As a health content writer, you'll get to work on a variety of deliverables. Common ones include: 

• Blog posts and articles 

• Patient education handouts 

• Email newsletters 

• White papers and eBooks 

• Infographics and slide decks 

• Website copy 

Some clients may even ask you to ghostwrite for physicians or executives, creating thought leadership content under their names. 

Do You Need to Be a Clinician to Do This Work? 

Not always! But if you are a nurse or healthcare professional, you bring insider credibility that many clients crave. Clinician-writers often have an edge because they can explain complex concepts in a way that feels authentic, accurate, and patient-centered. 

If you’re new to freelance writing but have a clinical background, health content marketing is a natural fit. 

How to Find Health Content Clients 

You don’t have to wait for clients to come to you. Many successful writers pitch ideas directly to: 

• Content managers 

• Marketing directors 

• Editors at health brands 

And yes, cold pitching really works—especially when you understand the needs of these clients. (Hint: They need clear, accurate, trustworthy writing delivered on time.) 

To dig deeper into pitching strategies, check out this RN2writer post on pitching. 

The Bottom Line 

Health content marketing is a booming field with an ongoing need for skilled writers. As the health industry continues to evolve, so does the demand for high-quality content that educates, informs, and connects. 

If you're looking for steady freelance income, meaningful work, and opportunities to use your healthcare knowledge, this niche could be your perfect fit. 

Ready to Get Started? 

Grab your copy of our low-cost ebook, Design Your Dream Career as a Nurse Writer, to discover the step-by-step path to launching your freelance health writing business. You don’t need prior writing experience—just your healthcare background and a desire to make a difference with your words. 

RN2writer helps nurses and health professionals become successful freelance writers. Learn more at rn2writer.com.