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Writing examples

Recruitment and Executive Search


New website for Professor Munjed Al Muderis

Copy requirements

The current website uses a lot of medical terminologies and doesn't follow the typical patient journey. I also needed to ensure the copy was SEO-friendly to support the wider marketing strategy and prompt contact to increase the site's conversion rate.


Professor Al Muderis is an extremely busy surgeon focused on his patients, so making time with him to sit down and go through something like web copy almost impossible. Therefore, I had to draw on multiple sources of information to ensure technical accuracy, while overlaying it with the knowledge I had gained spending time in operating theatres, with patients and in the clinic. These factors not only helped support the copywriting process, but also gave me the opportunity to talk to patients and their families about their experiences and where any information gaps might be, and how best to present the information.

I then combined this with the keyword and SEO data to ensure the copy I wrote was, first and foremost, patient friendly and the type of information they actaully need, as well as supporting other aspects of the marketing strategy.


While the site is yet to go live I share the following before and afters with permission. Click on the PDF preview below to read the results. 

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Media releases
Media releases
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World first scapular osseointegration

Munjed Al Muderis

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Plant-based power: launch of vegan range for Ferguson Plarre

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Hyatt Place hotel launch

PE Capital

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Mother's Day at Monash maternity for Ferguson Plarre

Reconciliation Action Plan (RAP)
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Write Davey Bickford Enaex's Reconciliation Action Plan (RAP) to be ratified by Reconciliation Australia. Shared with permission.

Project requirements

Working with the Senior Leadership Team (SLT), other key stakeholders within the business and Reconciliation Australia, I wrote and developed the RAP. 

See the whole document

You can click on the image above or HERE for the full document.

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