CONTENT WRITER & COPYWRITER

About CareFi

CareFi is India's first instant hospital discharge platform, built to solve one of the most frustrating experiences in healthcare — the hours-long wait to get discharged from a hospital even after the doctor has cleared you.

We partner with leading hospitals across India to give insurance patients a 10-minute discharge experience. Patients are onboarded in 2 steps at admission, walk out without the long waiting time, and settle their dues from home within 7 days.

With 60,000+ patients served across 10+ cities and a network of top hospitals including Apollo, Manipal, Fortis, Narayana, Aster, CareFi is growing fast. We are now building the marketing function from the ground up — and this is one of the first hires on that team.

The Opportunity

We are hiring a Content & Copywriter to support CareFi's written communication across brand, growth, patient education, social media, website, WhatsApp, app, and digital marketing channels.

This is an early marketing role in a category-defining healthcare brand. CareFi is building the language around instant discharge and 10-minute discharge in India. You will help create clear, simple, and trustworthy content that educates patients, supports campaigns, explains our product, and makes CareFi easier to understand across every customer touchpoint.

The role sits at the intersection of brand storytelling, copywriting, SEO, patient education, and growth marketing. You will work closely with the Head of Marketing, design team, product team, and sales/operations teams to produce content that is clear, warm, credible, conversion-friendly, and consistently on-brand.

This is a hands-on junior-to-mid content and copy role for someone who can write clearly across social, SEO, WhatsApp, landing pages, patient education, app communication, and campaign content.

Key Responsibilities

Brand Voice & Category Storytelling

• Support and evolve CareFi's written brand voice — tone, vocabulary, and narrative style — across social, website, patient communication, campaigns, and internal content.
• Write content that helps explain the instant discharge and 10-minute discharge category in a simple, patient-friendly, and trustworthy way.
• Use third-party proof points, customer insights, internal data, and approved references where relevant to make content more credible and trustworthy.

Growth & Conversion Copywriting

• Write short, sharp, action-oriented copy for paid ads, landing pages, lead forms, app-store listings, WhatsApp messages, and campaign CTAs.
• Create multiple copy options for campaigns, including different hooks, headlines, benefits, trust cues, and calls-to-action.
• Support performance marketing campaigns by writing copy for Meta, Google, LinkedIn, YouTube, and other digital channels.
• Use campaign feedback such as CTR, conversion rate, open rate, engagement, and drop-offs to improve future copy.

Product, App & Lifecycle Copy

• Write clear, reassuring, mobile-first copy for app onboarding, in-app nudges, push notifications, WhatsApp flows, SMS messages, FAQs, error states, empty states, and patient journey communication.
• Support copy across key CareFi user moments — hospital admission, patient onboarding, discharge readiness, settlement communication, claim support, review generation, and referral.
• Create simple copy that helps patients and caregivers understand what action they need to take next.

Social Media & Short-Form Content

• Write copy for Instagram, LinkedIn, Facebook, YouTube, and other digital channels — including feed posts, carousels, stories, Reels scripts, YouTube Shorts scripts, captions, and ad copy.
• Support the development of content series, themes, and monthly calendars across platforms.
• Script short-form video content including patient explainers, testimonial videos, founder-led videos, motion graphics narration, and simple product explainers in collaboration with the design/motion team.

SEO, AEO & GEO — search and discovery content

• Support keyword research around hospital discharge, cashless insurance claims, patient experience, and healthcare finance topics, and write content based on search intent.
• Write SEO-friendly blogs, guides, FAQs, landing-page copy, and website content around high-intent patient and hospital search queries.
• Structure content in clear question-and-answer formats with descriptive headers and direct answers so it is useful for Google, AI search tools, and patient education.
• Write content with GEO in mind — ensuring every article, guide, and FAQ is specific, credible, well-cited, and structured in a way that makes it citation-worthy for large language models generating responses on healthcare and insurance topics in India.
• Write and update website copy, landing pages, and app store listings (iOS and Android) for clarity, conversion, and discoverability across both traditional and AI-powered search surfaces.
• Maintain a content tracker that maps each published piece to its target keyword, search intent, and performance across Google rankings, AI citation frequency, and organic traffic.

Patient Education & Trust-Building Content

• Write WhatsApp copy, in-app notifications, SMS copy, FAQs, and patient-facing communication that is warm, simple, reassuring, and easy to act on — especially in high-stress hospital contexts.
• Develop patient-facing explainer content (how our product works, what to expect at discharge, how to settle dues from home).
• Support the creation of patient testimonials, caregiver stories, case studies, review prompts, and simple story-led content in collaboration with the design and on-ground teams.

Campaigns, Launches & Hospital Communication

• Write copy for performance marketing campaigns — paid social ads, Google ads, landing pages, WhatsApp flows, lead forms, and campaign CTAs.
• Develop content for product launches, hospital partnership announcements, patient campaigns, milestone communications, and internal launch support.
• Draft press-ready content such as press releases, media notes, founder quotes, and announcement copy.
• Write copy for hospital-facing assets such as brochures, flyers, standees, tent cards, posters, admission-desk scripts, and patient handouts.

Collaboration & workflow

• Brief the design team on content intent, key messages, hooks, CTAs, and patient context so visual and written outputs are aligned.
• Maintain a shared content calendar, content tracker, messaging bank, FAQ bank, and reusable copy blocks.
• Iterate based on performance signals such as open rates, engagement, rankings, CTRs, conversions, and user drop-offs, and use those learnings to improve future copy.
• Convert frontline insights from sales, hospital operations, customer support, and patient conversations into content ideas, FAQs, scripts, and campaign messages.

Tools & Technologies

Core tools

• Google Docs / Notion — drafting, collaboration, content calendars, and content trackers
• Google Sheets — content planning, keyword tracking, and simple reporting
• WordPress or equivalent CMS — blog and website content publishing
• AI writing assistants such as ChatGPT, Claude, or Jasper — ideation, drafts, rewrites, and variations

Supporting tools

• Google Search Console / Semrush / Ahrefs — SEO and performance tracking
• Meta Business Suite / LinkedIn Campaign Manager — platform publishing and analytics
• WhatsApp Business / messaging platforms — patient communication and campaign copy
• Canva — for basic visual-copy alignment reviews

What We Are Looking For

Must-haves

• 1 to 3 years of content writing or copywriting experience.
• Strong command of written English with the ability to write clearly in different tones.
• SEO/AEO/GEO fundamentals — keyword research, on-page optimisation, understanding of search intent; you do not need to be a technical SEO specialist but you must know how to write content that ranks.
• Short-form video scripting — ability to write tight, natural-sounding scripts for Reels, YouTube Shorts, founder videos, patient explainers, and testimonial videos.
• Ability to simplify complex topics.
• Works independently from a brief
• Portfolio — strong portfolio demonstrating range across formats. Portfolio submission is mandatory.
• Basic understanding of growth and performance copy — hooks, headlines, CTAs, benefits, objections, trust cues, and simple A/B copy variations.
• Ability to write mobile-first, action-oriented copy.
• Ability to write healthcare and insurance-related communication.
• Basic understanding of patient or consumer journeys and the ability to map content to different stages of awareness, onboarding, action, and follow-up.

Good to have

• Experience writing for healthcare, insurance, fintech, or consumer health brands
• Familiarity with tools like Semrush, Ahrefs, or Google Search Console for content performance tracking
• Ability to adapt English copy into simple Hindi, Hinglish, or regional-language communication for patient-facing use.
• Experience writing founder LinkedIn posts, leadership notes, POV posts, or announcement content.
• Familiarity with AI writing tools
• Experience writing product copy, UX microcopy, onboarding copy, push notifications, or in-app communication

Tools & Technologies

Core tools

• Google Docs / Notion
• Google Sheets
• WordPress or equivalent CMS
• AI writing assistants such as ChatGPT, Claude, or Jasper