This Is Copy

Positioning & Copywriting Examples

Real breakdowns, frameworks, and copywriting techniques for B2B healthcare brands. Every example is pulled from actual positioning work or public homepage reviews.

TYPE

TOPIC

Breakdown Value Based Care

Pearl Health

Six audiences listed, zero picked. The homepage doesn't choose.

6 min read

Framework Messaging

GTM Message Map

The single page that connects your positioning to every piece of outbound, sales, and marketing copy.

2 min read

Copywriting Messaging

Sticky Copywriting

What makes a line stick in someone's head after they leave the page.

2 min read

Breakdown Clinical Documentation

Abridge

The product is strong. The positioning undersells it.

6 min read

Framework Category

Category Confusion

Why buyers compare you to tools that aren't even in your category.

2 min read

Copywriting Messaging

3 Copywriting Techniques

The three moves that separate forgettable copy from copy that converts.

2 min read

Breakdown Behavioral Health

Grow Therapy

Two audiences, one homepage. Someone has to choose.

6 min read

Framework Healthcare SaaS

The Positioning Problem

Why most B2B healthcare homepages sound the same and what to do about it.

2 min read

Copywriting Homepage

Healthcare Homepage

What a healthcare homepage should say and in what order.

2 min read

Breakdown Patient Payments

Cedar

Good category. Messaging too broad for the buyer who writes the check.

6 min read

Framework Messaging

Know, Do, Believe, Feel

The four outcomes every section of your page should drive toward.

2 min read

Copywriting Homepage

Quentvus Homepage

A homepage that picks one audience and talks to them.

2 min read

Breakdown Provider Navigation

Garner Health

Strong wedge. The story is hiding below the fold.

6 min read

Framework Messaging

Anchor Your Message Matrix

How to keep your positioning consistent across every touchpoint.

2 min read

Copywriting Healthcare SaaS

Healthcare Differentiation

How to differentiate when every competitor says the same thing.

2 min read

Breakdown Clinical AI

Ambience Healthcare

Big product. Big claims. The positioning hasn't picked its fight yet.

6 min read

Framework Category

Positioning Starting Point

Where to begin when you don't know what your positioning is.

2 min read

Copywriting Messaging

How to Talk About Your Product

Your buyers don't care about features. They care about what changes.

2 min read

Breakdown Health IT

Commure

Trying to be everything. The homepage proves it.

6 min read

Framework Category

Default Positioning

If you don't choose your positioning, your market chooses it for you.

2 min read

Difference between a homepage and a landing page

Copywriting Homepage

Homepage vs. Landing Page

They have different jobs. Most brands treat them the same.

2 min read

Breakdown Health Data API

Particle Health

Developer audience, enterprise language. The mismatch costs them.

6 min read

Framework Healthcare SaaS

4 Ways to Position a Healthcare SaaS

The four positioning moves available to every healthcare brand.

2 min read

Copywriting Messaging

4 Levels of Copy

Most B2B copy lives at level 1. Here's what levels 2 through 4 look like.

2 min read

Breakdown Oncology Data

Flatiron Health

Category leader messaging running on autopilot.

6 min read

Framework Healthcare SaaS

When Do You Position?

The signals that tell you it's time to invest in positioning.

2 min read

Copywriting Homepage

Landing Page Messaging

How to structure the message so the page does the selling for you.

2 min read

Homepage infographic — anatomy of a B2B healthcare homepage

Framework Homepage

Homepage Anatomy

Every section of your homepage has a job. Here's what each one should do.

2 min read

Copywriting Messaging

Positioning, Explained

Same product. Different positioning. Completely different business.

2 min read

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