Navigating healthcare can be overwhelming. From deciphering complex terminology to finding the right doctor for your needs, the journey often feels like an endless series of hurdles. Figuring out where to go for appointments and struggling with unclear follow-up instructions can create a cycle of confusion and uncertainty that seems never-ending, all while symptoms persist and health deteriorates.
Health Literacy: Not Just for Healthcare Providers
While there may not be a one-size-fits-all solution, one powerful remedy stands out: health literacy. Many healthcare providers have made progress in incorporating health literacy best practices when interacting with patients.
But what role do marketers play?
We’re glad you asked!
Whether you work for an agency, a non-profit, or a large corporation, if you are in healthcare or have a healthcare client, you have a unique opportunity and a responsibility to prioritize health literacy in your work. Marketers can incorporate health literacy principles into their written and design efforts—creating campaigns, materials, and visual content that are clear, engaging, and accessible to diverse audiences.
Applying Health Literacy Principles Benefits Everyone
Healthcare marketers should:
- Tailor messages to your audience’s literacy levels and adapt your messaging. Keep messages simple and limit the number of key points.
- Use plain language, familiar words, short sentences, and active voice. Avoid jargon and acronyms to ensure clarity.
- Use visuals that provide cues to support the main message. This will help people know what to do. Visuals should be culturally relevant.
- Design for readability by using large and legible fonts and font styles. Use bullets and subheads to make information easier to digest.
These simple content and design practices can lead to significant benefits that:
- Empower patients to make informed health decisions, which will lead to better outcomes and increased trust in healthcare providers and the healthcare system.
- Enhance engagement that encourages active participation in health management, fostering a sense of ownership over personal health.
- Build trust that can strengthen relationships with the community, establishing your brand as a trusted resource for health information.
Prioritizing health literacy is not just an ethical responsibility; it’s a strategic imperative for healthcare marketers or marketers with healthcare clients. By embracing this commitment, you can make a meaningful impact on patient experiences, improve health outcomes, and elevate the overall effectiveness of healthcare communication. Together, we can alleviate barriers and ensure everyone finds, understands, and uses information and services to make informed health-related decisions.