One-sentence copywriting on gynecological health

「Gynecological problems are not "hidden", and regular screening is 100 times more effective than buying random supplements."

I have been working in the gynecology clinic of a tertiary hospital for 7 years. Not long ago, the department was working on community science popularization materials, and we had an argument for almost a week just choosing a main line of copy. The nurse in charge of publicity wanted to take a warm-hearted approach and said that she would write "Love yourself well, starting from paying attention to gynecological health." She was soft and easy for everyone to accept. ； Director Li, who was about to retire, firmly opposed it, saying that popularizing science must be serious, and directly printing "Gynecological screening once a year to stay away from major gynecological diseases" would be warning enough. ； The post-2000 medical students who followed us as interns were more direct. They said, "Personal care products are all IQ tax. If you feel uncomfortable, just go to gynecology." This is so straightforward that it can wake up half of the people in the circle of friends with a stick.

At the end of the argument, we settled on the current sentence, which was inspired by the patients we met last month. The 24-year-old girl had just worked for two years, and her underwear had become yellow and itchy for almost half a year. She refused to come for a check-up. She always felt that it was "shameful" to have a gynecological examination and talk about gynecological problems. She was afraid that the doctor would judge her private life, so she secretly bought more than 3,000 yuan of online celebrity personal care gel and cranberry anti-inflammatory oral liquid through short videos. She drank them for almost three months, and finally came to register because of the pain. A check revealed that it was just ordinary bacterial vaginosis. Instead, the beneficial bacteria in the vagina were almost wiped out by the indiscriminate use of disinfectant personal care products, causing pelvic effusion. While she was squatting in the corridor crying with her bill, she still held half of an unopened box of cherry blossom-flavored personal care gel in her hand. The words "firming, moisturizing, and anti-inflammatory" printed on the packaging were particularly eye-catching. She said that if someone had told her earlier that her gynecological problems were not a secret at all, she would not have spent so much money and suffered.

This is the ingenuity of this sentence: it first removes the hurdle that is most difficult for everyone to overcome - too many people's first reaction to gynecological health is "shame", and they assume that there is a problem because they have not done a good job or are even "unclean". They first remove the "unspeakable" label, and then they can listen to the subsequent suggestions. The second half of the sentence does not have a vague slogan of "love yourself". It directly pokes at the most common pain point of personal care at the moment and gives a clear direction for action. After reading it, you will not feel that "you are right but you don't know what to do".

Of course, you can also slightly adjust the expression to suit different scenarios. For example, you can post it in a girlfriend group to remind your friends. You can be more casual: "Listen to my advice, don't forget to check TCT + HPV every year. It is much more useful than buying a personal care lotion that costs hundreds of dollars."”； When doing science popularization for middle-aged and elderly women in the community, we can also be more straightforward: "There is no shame in gynecological examinations. Even if you have no symptoms, you should have regular examinations." The essence is the same.

To be honest, we have been doing science popularization for so long, not for the purpose of writing beautiful and rhyming copy. We just hope that one day when people mention gynecological examination, it will be as natural as saying "I'm going to check the blood test". By then, it won't matter whether we have copy or not.