LinkedIn for Attracting New Medical Writing Clients—Dr. Kalpana Shankar

In this episode, I speak to medical writer Kalpana Shankar, PhD, and we talk about all things LinkedIn Marketing.

Talking Points

What’s so special about LinkedIn?    

- Specifically for the professional community and where your potential clients hang out.

- Can create online professional brand and reputation and no one else can mess with it.

- Can show your work directly.

- Helps clients get to know, like, and trust you (and therefore hire you).

- Often top of Google search.

- Be careful how you portray yourself on LinkedIn, and what you comment on.

Setting up your profile

- Lots of courses about how to build a profile on LinkedIn Learning (they should know about this!)

- LinkedIn course on 6-Week Course platform

- Can take days if needed

- Evolves changes of over time

Profile – Headline      

You in one sentence (about 20 words). “Freelance medical writer specializing in oncology and diabetes.”

“freelance medical writer serving the continuing medical education industry.”

Make it specific and clear. It’s your unique selling proposition. Make it click bait.  How do you add value? How do you want to be seen?

Profile – Summary    

This is a bio. Identify who your target audience is. Why should people contact you? Describe benefits “what you can do for clients” not features (eg, all your degrees etc.). Look at those of other medical writers. Don’t be “fake” or “hyped”. Write in first not third person (we all know you wrote it yourself!). Get someone to read your profile.  Must be error free.

Profile – Experience and education    This is your professional CV/resume.

You can omit positions that do not relate to your current career.  Don’t hype things up

What you do. Types of writing.

Do include your clinical/research experience.

Media upload is great for showing samples.

Licenses and certifications Linked in Learning certificates all good.

Profile – Photo and header    

A must have. Convey energy and enthusiasm. Biz causal OK, well groomed. Look like you would for an important client call. Don’t use an old photo or non-professional photos (eg with pets or your Tinder profile), obvious selfies or those with a flash.

Building your Network           

Connect when it makes sense.

- You can import your email address book, but be careful with that.

- Don’t bulk invite—you may get flagged

- When adding connections, send a personal note

- Only connect with people where it makes sense. Know that fake profiles do exist on LinkedIn

Paying it forward--Try to add value before asking for things.

• Write a recommendation.
• Offer to introduce someone.
• Share job posts and updates.
• Comment on other people’s posts.

Content strategy        

Share industry-related articles and podcasts.  Take a moment to make a comment when you do. Write your own posts that would be helpful to potential clients. Be genuine. People can detect when you are just trying to self-promote.

Writing articles on LinkedIn    
Can replace a blog post. A great way to get info out there. Open to all users. Not for everyone/not necessary.

Check out the 6-Week Course everything you need to know to start your freelance medical writing business at 6weekcourse.com. There, you can access free content on medical writing. 

Nascent Medical--we can assist with all kinds of medical writing projects. nascentmc.com