When it comes to health communication, we’re not just passing on information – we’re building a bridge between medical knowledge and the people who need it most.
It’s easy to get caught up in the technical details or the intricacies of medical jargon, but at the heart of it all is a simple truth:
Our words can either empower or overwhelm.
Whether we’re writing for a patient who’s just received a life-changing diagnosis or translating technical documents for healthcare professionals, the goal is the same: clarity, understanding, and actionable guidance. However, that’s easier said than done.
Crafting health content that resonates takes more than just simplifying language. It requires empathy, creativity, and a strategic approach that makes information not just digestible but memorable.
1. Walk in your audience’s shoes
One of the most important steps in writing or translating health content is to truly understand the audience. While this advice isn’t new, it’s essential to take it a step further by adopting a more empathetic approach.
Empathy isn’t just about knowing who your audience is; it’s about walking in their shoes. For instance, imagine you’re writing instructions for someone diagnosed with a chronic illness for the first time. They’re likely overwhelmed, confused, and anxious.
Your job is not just to deliver the facts – it’s to acknowledge the emotional weight of their situation while offering clear, actionable steps.
Start by asking yourself how your content would be received by someone experiencing the scenario you’re writing about. Does the tone make them feel supported? Does the language avoid unnecessary medical jargon?
Try to create a balance between delivering critical information and addressing the emotional needs of the reader.
2. Incorporate stories for better engagement
In health communication, stories are more powerful than we often realize. They provide context and make information more relatable.
For example, an educational pamphlet about diabetes management that includes a short story about a patient’s journey toward better control of their condition can help others relate and stay engaged with the material.
Narrative medicine has been shown to improve patient outcomes by helping people see themselves in the stories of others.
Incorporate brief, relevant anecdotes or patient testimonials in your health content. These stories can humanize the content and reinforce key messages. It’s a technique that brings the subject matter to life, making it more engaging and memorable for readers.
3. Trust your readers
We often talk about simplifying medical content to make it accessible, but there’s a fine line between simplifying and oversimplifying. While it’s essential to make the content easy to understand, don’t assume that readers are incapable of grasping important details.
Trust your audience enough to provide context and nuance where necessary. For instance, instead of simply stating, “Take your medication as prescribed,” you could provide a short explanation of why adherence is essential and the potential risks of not following through.
Find the balance between simplicity and completeness. When simplifying, ask yourself: Does this still give the reader the information they need to make informed decisions about their health? If not, revisit the content to ensure you’re not leaving out crucial details.
4. Use analogies to clarify complex ideas
One technique that can be highly effective in health communication is the use of analogies. When faced with a complex medical concept, try comparing it to something more familiar to the audience. This not only aids understanding but also makes the content more relatable.
For example, if you’re explaining how insulin works in the body, you might compare it to a key that unlocks cells so they can absorb sugar for energy. This kind of analogy can make complicated biological processes easier to grasp.
When introducing difficult medical concepts, brainstorm analogies that fit the audience’s level of understanding. Ensure these analogies are accurate but simple enough to resonate with non-medical readers.
5. More than just eye candy
It’s no secret that visuals help break up text and make content more engaging, but they’re also key to reinforcing complex information. In health communication, well-designed charts, infographics, or illustrations can be game-changers.
For example, when writing about heart disease, instead of just describing how arteries can become clogged with plaque, a visual diagram showing the progression of plaque buildup over time can significantly enhance understanding.
Don’t just include visuals for decoration – ensure they directly support and clarify the content. Invest time in finding or creating visuals that enhance the reader’s understanding of the material.
6. Test your content with real people
One of the best ways to ensure clarity and effectiveness is to test your content with real members of your target audience. Whether you’re writing for patients, caregivers, or healthcare professionals, gathering feedback directly from the people you’re writing for can be invaluable.
For instance, after drafting a piece of patient-facing content, consider running it by a few people who fall within the target demographic. Ask them to identify points of confusion or parts where the language could be clearer. Their feedback will help you fine-tune the content before it goes live.
Whenever possible, test your content with a small sample of your target audience before finalizing it. Make adjustments based on their feedback to ensure your writing resonates with the people who need it most.
7. The power of the first 100 words
First impressions matter. The opening of any piece of health content can set the tone for how the reader will engage with the material. Focus on writing a compelling first 100 words that grab attention, establish trust, and make clear the value of what’s to come.
For example, if you’re writing an article about managing hypertension, avoid opening with dry statistics. Instead, start with a relatable statement like, “If you’ve been told you have high blood pressure, you’re not alone. Millions of people face this condition every day, but there are simple steps you can take to protect your heart.”
Spend extra time crafting the first 100 words of your health content. Ensure they are engaging, relatable, and informative. This opening should hook the reader and build confidence that they’re in the right place for valuable information.
Health communication is about connecting with your audience, empowering them to make informed decisions, and providing them with the knowledge they need to improve their health. You have the unique opportunity to create health content that not only educates but also inspires action and improves lives. Ensure that your work makes a real and lasting impact.
