Madeleine Bailey

Middleweight Copywriter   Available for work

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Need someone to help you connect you with your target audience? As an award-winning, versatile writer, I can do just that.

Whether you’re a charity with important health information or a cutting-edge medical or lifestyle brand, I'll find the right words and tone of voice to communicate your key messages.

And if you’re an agency, I’ll help you keep your clients happy and coming back for more.

As a copywriter with a background in journalism, I’ve worked for diverse clients, ranging from charities, health brands, marketing/PR agencies and customer publishers to national newspapers and magazines.

Over 20 years, I’ve turned my hand to most aspects of health and lifestyle, from haircare products to hearing implants. As a result, I’m adept at engaging an audience, whether that’s a savvy consumer searching for the latest beauty knowhow, someone getting to grips with a serious health condition or a healthcare professional who needs advice on how to write a business case.

My sub-editing background has instilled me with excellent attention to detail, while my national newspaper experience means that I’m deadline-focused. And I’m equally happy working alone or as part of a team, having held several senior editorial roles.

I can help you…
• Tell your story
• Get your key messages across
• Engage your target audience
• Develop your tone of voice

What I do
• Write health information booklets, web content, product descriptions, reports, digital content cards, e-learnings, features, advertorials and press releases
• Write branded content
• Blog about health issues
• Create content for patient-support programmes
• Edit thought-leadership features for content marketing agencies, using SEO
• Localise content for the UK market
• Edit magazines, pullouts and partworks (all stages, from ideas to proofing)
• Write and commission features on health, women's interest, psychology, relationships and parenting
• Ghostwrite articles for medical experts
• Sub-edit and proofread
• Use InDesign CC

Clients have included:
Agencies – Submerge Media, Wallace Health, Weber Shandwick PR, Atlantis Healthcare, Silx Digital, Digitas LBi, Story Worldwide UK, Fuel PR
Health brands – MED-EL (world leader in hearing implant solutions),, Lloydspharmacy,, LifeScan, Vitality Health, Femibion, Healthspan, Seven Seas, Amway
Charities – MS Society, British Heart Foundation, Stroke Association, Asthma UK, Alzheimer's Society, Nuffield Health
Pharma brands – Astra Zeneca, Teva, Sobi, AbbVie, Shire, Boehringer Ingelheim, Nutricia
Customer publishers – Seven, The River Group, Slimming World, Redwood, Rosemary Conley
Consumer press – Daily Mirror, Daily Express, YOU magazine (Mail on Sunday), Daily Telegraph, Top Santé, Healthy Food Guide, Bella, Woman's Own, Woman, Now!, Essentials, First
Medical journals – Acuity (College of Optometrists), Community Practitioner (CPHVA)

• Professional memberships: ProCopywriters Network, Guild of Health Writers, Medical Journalists' Association, Women in Journalism



  • Brochures and leaflets
  • Content marketing
  • Copy-editing
  • Digital and SEO copywriting
  • PR and Journalism
  • Product descriptions
  • Tone of voice
  • White Papers
  • Beauty
  • Charities
  • Consumer goods
  • Family and childcare
  • Healthcare and pharmaceuticals
  • Lifestyle
Qualifications & Awards
• Winner of the Medical Journalists’ Association’s Charity Writer of the Year Award 2016 for 'Understanding Progressive MS', an information booklet written for the MS Society. This went on to be Highly Commended at the 2017 British Medical Association Patient Information Awards.

Online sub-editing

EMAP training courses:
Management and team-building; Effective communication; Understanding finance;
Media law and libel; Making the most of your real life features; Media training:
how to be more effective on TV and radio; Interviewing celebrities

Diploma in Printing and Publishing (London College of Printing)

BA Hons Combined studies (2.1) Leicester University


Product description for Guernsey-based supplement ...

To write supplement product descriptions while keeping health claims consistent with EU-approved parameters.

Branded content for, a website run by GPs

Health advice for new students on how to manage their alcohol intake and still have fun. The brief was to give some good ...

Health blog for Vitality Health insurance

This was one of a number of regular health blogs I wrote for Vitality Health insurance: 9 surprising ways to keep your heart ...

Spire Healthcare

A large copywriting project for one of the UK’s leading private hospital chains, this involved writing web pages on medical ...

‘Understanding progressive MS’, a free ...

A health information booklet for the MS Society for which I won Charity Writer of the Year 2016 at the Medical Journalists’ ...

Pregnancy supplement Femibion

Website content for, aimed at women who are either planning a pregnancy, already pregnant or new mums. ...

Hearing Africa: Transforming lives through sound ...

A 24-page booklet for hearing implant company MED-EL, aimed at healthcare professionals and politicians in several African ...

Heart Matters, Jan/Feb 2013

Heart Matters is the membership magazine of the British Heart Foundation – the biggest independent funder of cardiovascular ...

Innovation in practice: Translating evidence into ...

I wrote this booklet for the Prevention and Care division of the British Heart Foundation. Aimed at stakeholders and healthcare ...

Silx Digital – content marketing

I regularly edit key opinion pieces by CEOs of international health insurance, finance and management companies in the UAE and ...

Together we can conquer stroke

A 22-page A5 booklet for the campaigns department of the Stroke Association charity. Its aim was to encourage discussion on ...

Job revolution, EXPLORE magazine, MED-EL

An indepth feature on rapidly changing trends in the world of work, including voting for your boss, unlimited vacation, the ...

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