In medical communication – whether through writing, translation, or clinical interactions – patients, regardless of age, respond best to clear, respectful, and honest information.
Next time you're developing patient-facing content, remember these tips:
Avoid over-simplification or patronizing language
Using overly simplistic or patronizing language can feel dismissive to readers. For instance, while it’s essential to make medical texts accessible, oversimplifying content risks making patients feel as though their concerns or ability to understand are undervalued. A straightforward explanation about a condition, a procedure, or medication – phrased in plain but accurate language – is more respectful and empowering than "sugar-coating" or skimming over details.
Explain the "why"
Just as patients in clinical settings find comfort in understanding why something is being done, readers benefit from understanding the reasons behind the information presented. Explaining why certain precautions or treatments are necessary helps patients feel involved and empowered. Rather than telling them simply to "take this medication twice a day" provide context: "Taking this medication twice daily helps ensure consistent relief from symptoms throughout the day and night".
Acknowledge and address emotions
Medical information often involves topics that can trigger anxiety or concern. Acknowledging emotions directly within patient-facing texts can reassure readers that their feelings are normal and valid. Phrases like, "It’s common to feel anxious about surgery, but knowing the process can help", or "Many people feel uncertain when beginning new medication; here’s what to expect" let readers know they’re not alone and that their reactions are understood.
Anticipate questions
Just as it’s essential in a clinical setting to listen to patients’ concerns, it’s equally valuable in medical writing to anticipate the questions readers might have. Address these questions clearly through patient-focused language and thoughtful content organization. Anticipate what a patient may ask next and provide that information proactively, making the text feel like a supportive, two-way interaction rather than a one-sided instruction.
Tailor language and tone to needs and context
Content isn’t one-size-fits-all; it should be tailored to the maturity, educational level, and informational needs of the intended audience. This can mean adapting language for different ages or health literacy levels or adjusting the tone depending on whether the text is an in-depth article for chronic disease management or a brief instruction leaflet. By respecting the reader’s needs and personal context, you can make the content feel relevant and inclusive.
Recognize patients as partners
Your content should reflect the idea that patients are active participants in their own care. Rather than dictating instructions, it’s more effective to involve readers as decision-makers. Phrasing like, "You may wish to discuss this treatment with your doctor to see if it’s right for you", or "Consider these options as part of your care plan" invites readers to engage with the information rather than simply accept it passively. This tone of partnership can be empowering and respectful.
The essence of effective medical communication is to respect the reader’s intelligence, emotions, and role in their own health. Just as clinical interactions benefit from clear, honest communication, so do written materials. Focus on creating content that doesn’t just inform but also empowers patients, helping them feel secure, valued, and ready to take part in their health journey with confidence.
