Tip sheet: How to write friendly—and effective—healthcare content for patients

If knowing was the same as doing, creating effective patient education materials would be as simple as getting the facts right. But more is required if you want to inspire patients to make health changes.

Start with the audience (not your marketing goals)

Creating content that truly resonates starts with empathy. As a great first step, think about your project through the eyes of patients:

• Why would someone want or need this content?

• What’s happened in their life that would make them seek out this information?

• What’s their emotional state likely to be when running across your content?

• How can you provide useful and actionable information?

• Finally, where do the patient’s goals/needs naturally overlap with your marketing goals?

Ditch the jargon and don’t stop at reading level

If you work in healthcare, you probably use jargon every day without even realizing it. Knowing the difference between acute vs. chronic might be second nature for you. But those same words might intimidate people outside the industry, especially someone facing health issues. Use plain language. Instead of saying “Mumps is an acute illness,” say “Mumps usually lasts for 7 to 10 days.” And if you must use a medical term, be sure to explain the term in plain language.

While it’s tempting to use a reading level test and think your content is golden if it comes in at a fifth- or sixth-grade reading level, don’t stop there. Writing for health literacy requires:

• short, simple sentences

• organization that puts important points first and breaks complex information into understandable chunks

• a clear explanation of steps for the reader to take.

Plus, if you can say it with a visual—do. The less words, the better.

Use a warm, conversational tone

Illness and disease are scary and the healthcare industry can be overwhelming. Get your audience to engage by using an everyday, conversational tone—contractions, you/your (versus “patients”) and active sentences. Think of how it would sound if the reader was talking with a friend who works in the healthcare industry—a nurse or doctor who’s a trusted friend and gives you the inside details with warmth and care. Create the experience of talking to and with the reader—not at the reader.

Need help with your patient materials? We can help. Drop us a note at: contact@shattlescommunications.com