I don’t have to tell you that health information can be complex.
For many, healthcare jargon can sound like a foreign language, and can make accessing health information confusing and overwhelming.
You put a lot of time and effort into creating outstanding marketing content. But if your website, social media, emails, blogs, and other health marketing materials are filled with jargon and difficult-to-understand language, your clients might struggle to grasp your message.
It’s important to recognise that the way your practice communicates directly impacts how patients understand, trust, and engage with your services. By banishing the medical jargon and breaking down complex concepts into simple everyday language we empower our patients to take control of their health.
So, let’s bridge that communication gap and speak their language.
Here’s how ensuring your patients understand you, can benefit everyone.
We don’t trust what we don’t understand
Of course, trust is my first point.
We all know trust is the foundation of any successful relationship, the same goes for the relationship between healthcare providers and their patients.
When it comes to health content, if your words go straight over their heads, your patients won’t understand, respect, and appreciate your knowledge and expertise.
This makes it very difficult for them to trust you. Without trust, they’re unlikely to stick around.
By offering reliable, easy-to-understand and evidence-based health content, you can be their guiding light in a world of questionable health advice.
You’ll be the one they turn to when they need care.
Because they trust you.
When your patients comprehend and appreciate your expertise, they see you as a trustworthy source of information. This trust then becomes the driving force behind their engagement with your content, their visits to your practice, and their willingness to follow your advice.
Reaching all audiences
Using easy to understand language makes your health information accessible to a wider audience.
According to the Australian `Government, in 2022, 44% of adults in Australia read at a low literacy level. This means a significant portion of the population may struggle to comprehend complex language and technical jargon.
But it’s not just about literacy levels.
We also need to consider individuals that speak English as a second language, those who might have a learning disorder (like dyslexia) or an intellectual disability. These barriers can further hinder their ability to understand complicated health information.
By simplifying the language we use in our written health content, we can break down these barriers, and create an inclusive environment ensuring everyone can access and understand the vital health information they need.
Furthermore, let’s not forget those who may be feeling stressed, scared, or vulnerable. During such times, people may struggle to process complex language. By offering easily understandable health information, we provide them with a sense of comfort and support, allowing them to absorb the information they need to make informed decisions about their health.
Accessibility breeds engagement
In this digital age, accessibility is no longer a luxury but a necessity. Health content that is readily available, easy to find and understandable can significantly enhance engagement with your target audience.
Creating plain English health content could increase your visibility on platforms like Google, ensuring your content reaches the right audience, when they need it most.
Imagine this…John has gallstones. He might need to have his gallbladder removed and he’s wondering what that would involve. He turns to good old Google.
Is he going to type in ‘laparoscopic cholecystectomy’? Probably not. He’s more likely to search for ‘gall bladder removal’ or ‘surgery for gall stones’.
This is why it’s crucial to ensure your content speaks the language of your audience.
By directly addressing the questions they’re asking, your website or blog article is more likely to appear in your potential patients search results.
By ditching the jargon for the terms that your potential patients are using, you’ll increase the visibility and accessibility of your information and position yourself as a valuable resource that meets their specific needs.
John finds your blog, understands your information, trusts your expertise, and calls you up. Win.
How I can help you
The Australian Institute of Health and Welfare, report that individuals with low health literacy are more likely to exhibit poor health behaviors and experience unfavorable health outcomes. But it can be hard to translate your medical knowledge into language that’s accessible to someone who knows nothing about health care.
Fortunately, as a nurse, this is exactly what I did. All day, every day.
Thanks to my real world, patient care experience, as a health writer, I have an expert ability to translate complex medical concepts into patient-friendly language.
Do you need a hand to write your health content? Maybe your website could use a little love, you need to add to your blog, engage on social media or nurture through email? Maybe you need a hand with your patient educational information, condition fact sheets or pre and post-op information leaflets?
I can help.
Get in touch to chat about how I can write easy-to-understand health content for your practice.