Copywriter

J  o  b    D  e  s  c  r  i  p  t  i  o  n

JOB INFORMATION

Effective Date:

5/21/2026

Entity:

Wisconsin

Job Code:

320057

Job Title:

Copywriter

FLSA Exemption Status:

Exempt

Management Level:

Individual Contributor

JOB SUMMARY

The Copywriter plays a critical role in bringing our health system brand to life through compelling, patient-centered storytelling and digital marketing communications. The incumbent is responsible for developing strategic, high-impact copy across a wide range of channels, including UW Health's websites, digital advertising, email, social media, patient stories, long-form editorial pieces and more.

Employing a patient-first mindset, the Copywriter creates content that improves discoverability, drives engagement, and supports growth for our priority programs.  To do this, the incumbent must translate complex medical concepts into plain language that meets patient literacy standards and encourages them to take the next step to engage in their health. The Copywriter will collaborate closely with designers, account managers, videographers and external agency partners to ensure consistent voice, messaging and brand expression across all touchpoints.

ESSENTIAL DUTIES

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Develop messaging that guides users, informs decision-making and drives measurable action.

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Write and edit high-quality, persuasive and patient-centered copy for multiple sources of digital and print marketing communications content.

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Write SEO-informed web copy designed for search engines, answer engines and generative AI platforms.

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Create compelling ad headlines, call to action verbiage and landing page copy optimized for performance.

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Collaborate with digital experience and UX teams to ensure content supports intuitive user journeys.

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Collaborate with key stakeholders including clinicians, Development, HR and outside partner organizations to achieve organizational communication objectives.

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Contribute to digital campaigns across web, social, display, video and streaming media platforms.

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Collaborate with the CRM team to create compelling email campaigns that provide critical patient information and drive action.

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Uphold brand voice, editorial standards and style guidelines across all work.

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Serve as a brand steward, helping reinforce differentiation in a competitive healthcare market.

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Apply brand guidelines consistently.

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Collaborate with advertising, design and digital teams to concept integrated campaigns.

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Turn creative briefs into compelling, insight-driven messaging.

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Conduct interviews with patients, clinicians and researchers to develop authentic, emotionally engaging stories.

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Identify opportunities to elevate research breakthroughs, community impact and sports sponsorship activations through compelling narrative.

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Leverage AI tools responsibly to generate, refine and optimize content to streamline workflows and increase efficiency.

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Stay current on emerging content trends, generative platforms and digital best practices.

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Present concepts and messaging recommendations to internal stakeholders.

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Incorporate feedback while maintaining content integrity and patient-first focus.

As needed, additional responsibilities reasonably within the scope of duties and physical requirements may be assigned.  ALL DUTIES AND REQUIREMENTS MUST BE PERFORMED CONSISTENT WITH THE UW HEALTH PERFORMANCE STANDARDS AND RESPECT FOR PEOPLE COMMITTMENTS.

X

Non-Clinical

JOB REQUIREMENTS

Bachelor's Degree

in Communications, English, Marketing, Digital Communications, or related field.

Required

Master's Degree

in Communications, English, Marketing, Digital Communications, or related field.

Preferred

7 years

of experience in a corporate, ad agency or freelance setting developing digital marketing concepts and copy for advertising, web and other applications, including a strong portfolio of work that demonstrates creativity and marketing success.

Required

Experience with project management systems and software.

Preferred

Experience developing concepts and content for sports sponsorships.

Preferred

Experience in an integrated health system, academic medical center or healthcare marketing agency.

Preferred

LICENSE, CERTIFICATIONS, AND REGISTRATIONS MUST BE MAINTAINED PER UW HEALTH POLICY. 

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Ability to develop and execute thematic ideas for digital campaigns

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Understanding of SEO and best practices for UX writing principles

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Excellent communicator – both written and verbal

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Creative thinker and problem solver

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Embraces AI as a means of enhancing productivity

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Understanding of the Marketing Funnel; ability to adjust copy to drive action accordingly

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Ability to work in a fast-paced environment, managing multiple projects simultaneously

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Flexible and adaptable

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Curious and future-looking; open to embracing new and emerging technologies

PHYSICAL REQUIREMENTS/WORKING CONDITIONS

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Sedentary: Sedentary work involves lifting no more than 10 pounds at a time and occasionally lifting or carrying articles like docket files, ledgers, and small tools. Although a sedentary job is defined as one which involves sitting, a certain amount of walking and standing is often necessary in carrying out job duties. Jobs are sedentary if walking and standing are required occasionally and other sedentary criteria are met.

Up to 10 lbs.

Negligible Weight

No Weight

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Light: Light work involves lifting no more than 20 pounds at a time with frequent lifting or carrying of objects weighing up to 10 pounds. Even though the weight lifted may be very little, a job is in this category when it requires a good deal of walking or standing, or when it involves sitting most of the time with some pushing and pulling of arm or leg controls. To be considered capable of performing a full or wide range of light work, you must have the ability to do substantially all of these activities. If someone can do light work, we determine that they can also do sedentary work, unless there are additional limiting factors such as loss of fine dexterity or inability to sit for long periods of time.

11-25 lbs.

1 - 10 lbs.

Negligible weight

☐

Medium: Medium work involves lifting no more than 50 pounds at a time with frequent lifting or carrying of objects weighing up to 25 pounds. If someone can do medium work, we determine that they can also do sedentary and light work.

26-50 lbs.

11-25 lbs.

1 - 10 lbs.

☐

Heavy: Heavy work involves lifting no more than 100 pounds at a time with frequent lifting or carrying of objects weighing up to 50 pounds. If someone can do heavy work, we determine that they can also do medium, light, and sedentary work.

51-100 lbs.

26-50 lbs.

11-25 lbs.

☐

Very Heavy: Very heavy work involves lifting objects weighing more than 100 pounds at a time with frequent lifting or carrying of objects weighing 50 pounds or more. If someone can do very heavy work, we determine that they can also do heavy, medium, light, and sedentary work.

Over 100 lbs.

Over 50 lbs.

Over 25 lbs.

Other - list any other physical requirements or bona fide occupational qualifications not indicated above:

Over 50 lbs.

UW Health does not require, nor does it expect that its employees lift more than 50 lbs unassisted. Objects in excess of 50 lbs should be lifted or moved with mechanical means or through a team lift. Employees in patient care areas are expected to utilize mechanical lifts and adhere to the "Use of Mechanical Lifts (Liko)" policy in the Patient Services Policy and Procedure Manual.

Note: The purpose of this document is to describe the general nature and level of work performed by personnel so classified; it is not intended to serve as an inclusive list of all responsibilities associated with this position.

THE EMPLOYEE MUST BE ABLE TO COMPLETE ALL PHYSICAL REQUIREMENTS OF THE JOB WITH OR WITHOUT AN APPROVED ACCOMODATION. Note: The purpose of this document is to describe the general nature and level of work performed by personnel so classified; it is not intended to serve as an inclusive list of all responsibilities associated with this position.