Maritha's Cuppa Copy (Copywriting Services)

There is no doubt that all kinds and sizes of businesses need copywriting. Agreed? And good copy SELLS. But you know what, proof sells even better (are you making use of the power of case studies?)! That's why I went the length of the earth to learn about all kinds of copywriting to support you as my client in what you need at the moment. Providing brand- and trust-building, business-boosting copy and content. I'd love to be your go-to writer for words that work and what your clients/customers will love. Did you check out my skills list? I'm pretty proud of it!

Freelance Copywriter

Maritha's Cuppa Copy

Case Study Writer

Capital Radiology

Mammography Technologist

Kakamas Hospital

Radiology Technician

Drs Van Dyk and Partners

This is where I first learned mammography and I was one of two mammography technologists in the practice.

The great Benjamin Franklin said: "Either write something worth reading or do something worth writing". Do you agree?

Are YOU a time-poor Health & Wellness Coach/Professional, struggling to create your own content consistently? Or a swamped creative/marketing manager at a health company with your manager breathing down your neck? 

👉You'll know if it's you!

By being inconsistent and not 'edutaining' (educating and entertaining) your audience regularly... You're. Leaving. Money. On. The. Table!!

I'm Maritha, a Health and Wellness copywriter who specializes in audience nurturing through regular emails, newsletters, blog posts and social media. Giving your audience the attention they deserve.

And I can save you a lot of time, energy and frustration by writing high-converting content FOR YOU, in your own Brand Voice. 

Remember... Time is money! Wouldn't it be wise to spend your time doing what you do best - serving your clients?

As a medical professional myself, I understand the challenges and nuances of the health field. And I can translate medical jargon into language your clients and patients will understand.

Thanks for visiting 😀! I'm the owner of Maritha's Cuppa Copy copywriting services. And if you need copywriting outside of my niche, please don't feel left out! I'll also help you skyrocket your specific business.

🌈 WHAT I'LL DO FOR YOU

Case Studies are my first love, but I'll write you a pretty snazzy Sales Page, smooth Website copy, conversational Emails, crisp Press releases, engaging Blog posts, informative Newsletters, and more if you like. 

🌈 ABOUT ME

I'm an ex-radiographer/mammographer turned copywriter with 13 years of writing experience. It all started in 2011 when my childhood dream of being a writer came true. I won a writing competition and first started writing health articles for a local newspaper as a hobby (for free) and loved every bit of it, especially the research. Fast forward to 2020 when I found the incredible world of copywriting... and the rest is history!

🌈 MY PROMISE TO YOU

To deliver more than what you expected from me. To help you wherever I can and to work WITH YOU towards the best outcome for your business.

🌈 WHAT CLIENTS SAY

"It's been an absolute pleasure working with you! You are super-efficient which makes my job easier. Again, thank you for your kindness, efficiency and loveliness" - Lucille Eve, Wet Paint Agency

My guilty pleasure? A second niche in the Pet industry 🐶, which lies way too close to my heart. Well, what can I say 🤷‍♀️?

Want me to make your life easier? 

💥 MESSAGE ME 💥

When patients say ‘I’ll think about it’...

What's really happening?

That pause is hesitation, 
and it often starts long before the consultation.

▶️ Sometimes on your homepage.
▶️ Sometimes in an online review.
▶️ Sometimes, in the way outcomes are explained.

Look at hesitation as data, not rejection. 

And if you know how to read it, 
you’ll see exactly where clarity can change the patient journey.

👉 So this week, it’s time to have a good look at the psychology behind that hesitation…

...and how health practices can turn those pauses into confidence.

#healtclinics
#healthandwellness
#medicalpractitioners

undefined undefined

Healthcare Communication Strategist for Consultant-Led Clinics | Translating Clinical Expertise into Clear, Ethical Messaging that Builds Patient Trust | Radiographer ▶ Copywriter ☕

That's a real dilemma we're about to examine, dissect, and treat in this edition. Ready? Mask and gloves, please! +++++ Now, I’m sure you might’ve hea

Maritha Koortzen - Health/Wellness Copywriter

Week 6 of 49: Inside the Minds of Patients: Why Does Appointment Anxiety Exist?

Most consultants blame the algorithm. Or the economy. Or politics.

But the real reason private healthcare marketing stalls is CLARITY. Or rather, the lack of!

Patients don’t care about your marketing brilliance. They don’t even notice (sorry, not sorry).

But whether they realise it or not…

They want signals of certainty:
⏩ Who they’ll see.
⏩ How experienced you are.
⏩ What happens next.
⏩ Whether they’ll feel safe.

If your website and social media content answer those questions clearly, enquiries rise.

And if it doesn’t, well… trust disappears quicker than biscuits at a staff meeting (what’s YOUR favourite biscuit, btw?).

Read the full newsletter below and tell me what you think.

#copywriter
#clinicians
#patientcare

No, it’s not the ads, the algorithm, or the economy… How in the wide, wild world of words can it be March already? I mean: REALLY?? Maybe it’s my slow

Week 5 of 49: Why Most Healthcare Marketing Fails (And It’s Not What You Think)

If a patient says “I understand”… don’t relax just yet.

That phrase can be one of the costliest assumptions in healthcare.

We overestimate clarity all the time.
Not because we don’t care.
But because we’re human.

And that small gap between what you explain and what patients actually take in can be a drain on your practice in the form of…
 – repeat calls
 – more admin time
 – missed follow‑ups
 – compliance slip‑ups
 – trust that slowly fades

Here’s a quick clarity stress test you can run on your own website or patient materials today.

👉 Be brave. Swipe!

CONTENT CLARITY STRESS TEST

Ever had a patient click ‘Enquire Now’… and then disappear?


They didn’t ghost you.
They just couldn't decide, even when they...

▶️ Read your site.
▶️ Scrolled your socials.

They hover over the form.
And then… nothing.

That silence is 'hesitation'.

It doesn’t always sound like “I’ll think about it”.
Sometimes it’s just a pause.
Sometimes it’s no reply.

It’s that quiet moment when a patient’s brain asks: 
“Do I feel safe enough here to take the next step?”

And even if they do click, they might still not be sure.
But that hesitation can be prevented way before the consultation.

Remember, they're scared, sometimes, and...
They won't click if they can't find the answers they're looking for.

Content isn't just a 'nice-to-have-because-my-competitors-do-it'.
It's a big responsibility.

👉 Tomorrow I’ll share in my newsletter what that pause really means... 
and how to prevent it.

#medicalprofessionals
#healthcopywriter
#clinics

P.S. I have a great challenge coming up... so keep'em peeled 👀!

The real reason your clinic’s ads aren’t filling appointments 

has nothing to do with visibility.

Clicks, likes, and glossy banners feel good, but they don’t keep waiting rooms busy. 

But you see...

Patients aren’t buying attention; they’re buying clarity, reassurance, and a promise they can believe in.

That’s why I built the Patient Clarity Framework: a simple way to turn visibility into credibility, and credibility into choice.

In this newsletter, I share how doctors and healthcare brands can stop selling attention and start building trust... 

with plain language, proof that feels real, and a process patients can picture themselves in.

👉 If your ads spark curiosity but not bookings, this one’s especially written for you.

#healthcontent
#patientquestions
#healthcarecopywriter

Getting noticed is the easy part, but being chosen is where the real work begins! I wish I could capture that split second when you walk into a café o

Week 7 of 49: Why Patients Notice Your Practice but Still Haven’t Booked... Yet

Your (Non-Roasty) Friday Patient Clarity Copy Audit: 

WHY THIS MAMMOGRAM POST MISSED THE MARK

(even with the beautiful photo of a friendly radiographer beside their state-of-the-art mammogram machine)

Here goes…

The original post sounded official.
But not warm and... well, dare I say... 'human'. 

It used radiology conference language instead of patient language.
It said nothing distinctive.
It was passive, abstract, and never answered the real question: 
"Why should I care?"

Remember, patients don’t think in “modalities” or “diagnostic processes".

They think in:

👉 Will it hurt?
👉 Will they find something?
👉 Which doctor will see me?
👉 Will someone explain it clearly?

That’s why I rewrote it.
Shorter. Warmer. Patient‑focused.

Swipe through for the audit… and the before/after side‑by‑side.

#healthcopywriter
#radiologycontent
#contentmarketing

P.S. Happy FriYAY!

How This Mammogram Post Missed The Mark

Ethical marketing is often completely misunderstood.

Too often, “ethical” gets misread as:

 • Playing small
 • Toning down persuasion
 • Avoiding strong messaging

But ethical marketing is something else entirely. It’s about alignment.

Your communication should echo:

👉 The standards you hold in medicine
👉 The philosophy that guides patient care
👉 The positioning you want to protect for the long term

When those elements line up, your marketing feels authentic. 
Anything that drifts away from them is just noise.

Next time you draft a headline or a post, pause and ask: 
Does this sound like us... or just like marketing?

That's where ethical messaging and real growth begin.

#copywriter
#healthprofessionals
#healthcontentmarketing

I’ve noticed something about how patients choose private clinics:

It rarely happens in the middle of the day, 
when they’re calm and clear‑headed. 

More often, it’s late at night, scrolling because they’re tired of feeling stuck.

They land on a clinic’s website and see bold promises and glossy photos. 

But here’s the part nobody talks about: what they’re really looking for is something simple and human.

 → What does this mean for me?
 → Will I be safe?
 → Who’s going to guide me if I get discouraged?

The lesson: trust isn’t built on promises. It’s built on clarity, context, reassurance, and a clear next step. 

Miss even one, and confusion creeps in. 

Get them right, and suddenly the path forward feels possible.

Most clinics do the opposite…
They lead with proof and polish instead of the feelings patients actually need first.

That’s why I built the Patient Clarity Framework to help clinics close that gap.

👉 Want the full framework? Comment CLARITY, and I’ll share it with you.

#HealthcareMarketing 
#PatientExperience 
#Trust

Fear-based marketing in healthcare works.

Temporarily.

“Don’t ignore this symptom.”
“You could be at risk.”
“Act now before it’s too late.”

You've seen it, right?

Yes, it converts. To a point.

But here’s what it also does:
It positions your brand as anxiety-triggering.

Something I’m seeing more and more of lately. And it doesn't make me feel good.

Look, trust and manipulation simply do NOT go together.

Healthcare practices and brands that win in the long term are the ones that build trust, and...
🩵 Speak calmly
🩵 Educate clearly
🩵 Respect patient intelligence

Enough said.

#healthandwellnesscopywriter
#ethicalmarketing
#patientcare

P.S. Keep an eye out for tomorrow’s newsletter on why so many healthcare marketing efforts fail.

P.P.S. And no, it’s not what you think.

Something was blocking a clinic’s website from converting.

It wasn’t the price.
It wasn’t the competition.
It wasn’t even the number of enquiries.

They came to me frustrated, unsure why patients weren’t booking.

The problem wasn’t what they thought.
It was actually hiding in plain sight.

The clinic explained procedures in detail.
But patients needed to see outcomes… in everyday language.

So we reshaped:
👉 Website messaging
👉 FAQ flow
👉 Case studies

And conversions climbed.

The website messaging invited them in.
The FAQs answered what they wanted to know.
And they could see themselves in the case studies.

You see, when patients feel clear, they feel safe.
And that feeling of safety is what turns booking hesitation into action.

#copywriter
#healtandwellness
#medicalprofessionals

Scan reports can make a patient’s skeleton rattle louder 

than a Halloween prop.
 
Don't you think?

Now look, words like ‘degenerative’ or 
‘arthritic changes’ sound terrifying!

But most of the time, they’re just describing everyday, 
age‑related tweaks our bodies go through.

Ya’know… 
the normal wear-and-tear of a body that lived a full life.

With today’s audit, I show you how one osteopath’s post 
could accidentally spook patients with jargon more than 
the actual diagnosis!

It’s an awesome piece, tbh, but not for an audience of patients.
I'd say it could make a nifty article in a medical journal.

You can see how a few simple fixes can turn it into reassurance…
…and less skeleton rattle. 

Oh, and happy FriYAY!

#Copywriting 
#PatientTrust
#HealthcareMarketing

Turning scary scan words into everyday language

Ever thought that English could actually 'kill' you? 🤣🤣

Not a Grandma? Great, then you're in the clear!


So, my daughter, once, waiting at a red light, saw a truck with signage that was missing the odd comma, which could leave people bamboozled 😵‍💫😅! So, she took a picture and sent it to me for a giggle.

And... if this picture 👇 isn't evidence of how terribly SIDEWAYS your wrongly crafted message,

Or poor editing can go...

I don't know what is 😱!!



Which brings me back to health content.

And especially how important clear messaging is!

You see, there's simply NO room for misunderstanding.



Hope this gave you a little giggle on a not-blue Monday!

===============

Oh Hiii 👋,

I'm Maritha, your copywriter, excited to help you make your messaging super clear and understood!

👉 MESSAGE me and let's see how I can make that happen.

🩵 FOLLOW and CONNECT

🔔 Remember to RING my profile bell!

Oh, and... have you followed Maritha's Cuppa Copy (my business page) yet?
===============

#healthcontent
#contentmarketing
#healthandwellness

taplio

Maritha Koortzen - Health/Wellness Copywriter's Linkedin Analytics

Maritha Koortzen Specialist Copywriter/ Content Creator

Performance ScoreMaritha Koortzen Specialist Copywriter/ Content Creator's LinkedIn Performance

What is Maritha Koortzen - talking about?

Who is engaging with Maritha Koortzen -

Maritha Koortzen Specialist Copywriter/ Content Creator's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?