7 things in your healthcare writing that readers will love you for
Set your healthcare writing apart with these best practices.
April 6, 2021The Coffey Team
Now that spring is here, flowers are beginning to bloom. That inspires us. So does compelling healthcare content. And we’re passionate about sharing ideas with you.
So in the spirit of spring, here’s a bouquet of best practices to help set your healthcare writing apart.
- 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 would. Rework any bumpy passages that might confuse people. Answer any questions they may have.
- Keep it simple. 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
- Be concise. Tell people what they need to know, but don't go on and on. Brevity is your friend, and it will win you fans among your busy readers, all of whom have an entire internet vying for their attention.
- Be accurate. 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.
- Be practical. It's easy to tell people what to do to change their health habits—eat better, exercise more, quit smoking, see your doctor, etc. But they already know that. They want realistic action steps and tips that work in real life. That's a way you can deliver truly unique value.
- Inspire hope. 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.
- Show 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.