Healthcare is a complex, multifaceted industry, which makes communicating clearly and effectively to different audiences challenging. As a communications professional, you’ve likely encountered the fog of acronyms, technical jargon and convoluted explanations in healthcare writing that can leave even the savviest reader scratching their head.
Even though many healthcare topics are indeed complicated, how we write about them doesn’t have to be. Plain language is a writing style that prioritizes simplicity and clarity. But it’s not about dumbing things down. Instead, it focuses on principles that ensure your audience—from physicians to patients to healthcare executives and everyone in between—can understand the information you provide and then use it to make important decisions.
Activate Health has 15 years of expertise working with healthcare clients across the industry to transform complicated ideas into content that resonates. In this blog, we’ll explore how plain language benefits different audiences and share practical tips and tricks for healthcare writing.
Using plain language in healthcare writing
Every audience in healthcare has unique needs and expectations. No matter who you’re talking to, plain language makes it easier for people to hear your message. Here’s how plain language benefits key groups:
Patients (B2C)
Navigating the healthcare system is overwhelming and stressful for most people, especially when facing a serious health issue. Even worse, nearly nine out of 10 adults in the United States struggle with health literacy, or the ability to find and use medical information to make care decisions. Research shows many patients feel embarrassed about their lack of comprehension, so they hide it and don’t ask clarifying questions. Using plain language in healthcare writing can bridge this gap and help patients and their families:
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- Understand relevant medical information
- Make informed choices about their care plan
- Communicate their concerns and questions effectively
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When people clearly understand health information, they often experience better health outcomes. In this way, communication professionals play an important role in supporting patients along their care journey.
Providers (B2P)
Doctors and other healthcare providers work in high-pressure environments where every minute counts. When writing for provider audiences, using plain language shows respect for their time and expertise. Clear, concise writing helps providers quickly absorb and act on information—from clinical documents to internal communications to sales pitches. And while plain language can’t actually make complex medical information simple, it can streamline communication. That means clinicians can focus on what truly matters: providing excellent patient care.
Other B2B healthcare stakeholders
Healthcare business decisions have far-reaching consequences. Key stakeholders on our industry’s buying and decision-making side may include insurers, health system leadership and even legislative and regulatory entities. While their interests and pain points vary, all these audiences depend on clear communication to make informed choices.
Using plain language in proposals, white papers and marketing materials makes it easier for B2B readers to grasp the value, risks and opportunities you’re presenting. By crafting clear, straightforward content, communications professionals can more easily build trust with this important audience.
Tips for effective healthcare writing
These tips, inspired by guidelines from the Centers for Medicare & Medicaid Services (CMS), can help you craft clear, engaging, actionable content for a number of healthcare audiences.
- Consider your audience
Tailor your writing to meet the needs of your readers. Consider their knowledge level, priorities and decision-making processes. Avoid assuming familiarity with medical jargon unless you’re speaking to an exclusively clinical audience.
2. Organize information clearly
Structure your content so readers can quickly find and process key points. Use headings, bullet points and numbered lists to break up dense text. Lead with the most important information, following the “inverted pyramid” style to prioritize what readers need to know.
3. Avoid jargon and acronyms
Healthcare writing is notorious for its heavy use of acronyms and technical terms. Spell out acronyms the first time you use them and replace jargon with simpler alternatives when possible.
4. Be concise
Respect your audience’s time by keeping your writing short and focused. Eliminate unnecessary words, redundant phrases and overly complex sentences. Aim for clarity and precision in every sentence.
5. Watch your tone
Use a warm, approachable tone to help readers feel comfortable and engaged. For example, when writing for patients, address them directly using “you” language and explain concepts in terms they can relate to.
Why it all matters
Clear and effective healthcare writing makes a difference. It bridges the gap between complex information and actionable understanding. Well-crafted content empowers audiences and strengthens trust at every level of the healthcare industry.
The Activate Health team has the expertise to turn the most intricate healthcare concepts into sharp content that inspires decision-makers to act. Want to see some of our work? Contact us today to elevate your healthcare writing.