The Coffey Blog

7 things in your healthcare writing that readers will love you for

Posted on: Monday, February 13, 2017

Marjorie Reece, Lead Senior Editor

Roses are red. Violets are blue. We love creating great healthcare content. How about you?

OK, so it's not the most traditional Valentine's Day greeting. But even if it sounds a little cheesy, at Coffey our devotion to compelling content is heartfelt. And we passionately believe that the following things can win you hearts and raving fans.

Set your healthcare writing apart with these qualities and best practices

1. Clarity. Above all, be clear. In health articles, someone's life could actually depend on it. What do you mean? What are you trying to say? Read your copy as a patient or consumer. Rework any bumpy passages that might confuse people. Answer any questions they may have.

2. Simplicity. Healthcare is complex, but your messaging doesn't have to be. Skip the jargon. Use words people understand. Add entry points and break up large blocks of text—so readers can easily scan, whether it's online or in print.

"No one will ever complain that you made things too simple to understand." —Ann Handley, Everybody Writes

3. Brevity. Be concise. Tell people what they need to know, but don't go on-and-on.

4. Accuracy. With all the "fake news" out there, you have an opportunity to set up your brand as a reliable source of accurate healthcare content. Take the time to double-check key facts, stats, quotes, names, credentials, dates/times, phone numbers and URLs. Your healthcare organization's reputation depends on you getting it right.

5. Practicality. It's easy to tell people what to do to change their health habits—eat better, exercise more, quit smoking, see your doctor, etc. Go beyond that. Give them realistic action steps and tips that work in real life. That's a way you can deliver truly unique value.

6. Encouragement. Medical writing can be scary, full of symptoms, suffering and worst-case scenarios. In your healthcare writing, lift readers up. Help them believe they can take control of their health—that they can feel better and move forward positively.

7. Empathy. Whether you're writing about your services or telling a patient story, using a warm, empathetic voice can help readers feel that you care and that you truly understand their needs.

Related reading

Click-worthy content: Creating great healthcare content
Click-worthy content: Crafting better copy
How to write great service line page content for your hospital website

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