Tips for Communicating Medical Information to Patients Online Without Losing Them

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Many patients rely on internet searches for health advice. More than 61% of U.S. adults search online for medical information before scheduling an appointment. That rate is even higher when prospective patients search for content related to dentistry, eye health, physical therapy, and other specialties.

Unfortunately, much of the medical information available online to patients and general readers isn’t tailored to their needs. Readability alone often exceeds the recommended 6th- to 8th-grade level, and it hasn’t improved much between 2001 and 2022. Many patients also lack sufficient health literacy to understand what they read, putting them at risk of poor health outcomes.

Communicating patient-centered health information is an excellent opportunity to bridge knowledge gaps and meet target audiences where they are. More importantly, the medical articles and resources you offer on your practice website can increase adherence to critical treatments and improve health outcomes.

Here are some strategies to keep in mind when engaging current and prospective patients on your blogs, landing pages, and other online platforms.

Break Down Medical Concepts

Do your readers know what GERD is? What about a contusion? Many people can tell you whether they’ve experienced chronic acid reflux or bruising. However, you may lose readers if you don’t know how to explain some medical terminology to patients.

That’s not to say you shouldn’t use technical terms. After all, you want your online content to be educational and informative. Therefore, when introducing medical or industry-specific jargon, it’s essential to define those terms right away. A streamlined way to weave explanations into your writing is to follow this sequence:

• Introduce the term

• Add a comma

• Provide a brief description of the concept

• Add another comma and continue with your thought

For example, you could write:

Atrial fibrillation (or AFib), an irregular heartbeat, affects about five million Americans.

Some definitions may be better with two or more sentences:

Bruxism refers to the grinding, clenching, or gnashing of teeth. It often occurs during sleep and can cause jaw pain and tooth damage.

The key to breaking down terms and concepts is anticipating the questions your readers will have. In doing so, you build trust and authority.

Build Your Skills in Healthcare Plain Language

Plain language uses simple, everyday words and phrases. It also means avoiding the frequent use of undefined jargon and complex terms. However, the cardinal rule of plain language is to write for your audience.

It may seem intuitive to use highly technical language to demonstrate your expertise. However, doing so will leave your audience feeling confused and even alienated. Most laypeople misunderstand or are confused by the most common medical phrases and terms. During office visits, using undefined or unnecessary medical jargon can leave patients dissatisfied with their healthcare experience.

Whether in the exam room or on your website, it’s essential to use plain language that your audience can relate to. Some plain-language best practices include

• Defining medical terms or phrases

• Using active voice in most cases

• Opening each paragraph or section with a solid topic sentence that signals the main idea

• Telling readers what they should do, such as “here are the steps you should take.”

• Writing short sentences and expressing only one idea in a sentence

• Using short paragraphs (no more than 4-5 sentences)

• Providing a preview or summary statement for lengthy material

• Using tables and lists to improve readability, simplify complex content, and allow readers to find information quickly

• These best practices are a good start. You can find much more information online to boost your plain-language skills.

Avoid Information Overload

Is information overload undermining your website’s effectiveness? It seems most humans have short attention spans. Anyone who lands on your website won’t stay if they’re bombarded with content.

If you’re fortunate to have a steady flow of traffic to your website, chances are that readers are looking for quick answers to pressing questions. Maybe someone wants to know whether their child’s fever needs medical attention or whether they should see a dentist about tooth sensitivity. They don’t want to waste time sifting through a mountain of information to find a solution.

Here's a quick checklist to help you streamline your online information:

• Decide what you want to say in advance. Once you have a core idea, use an outline to stay on track and ensure your main points link back to it.

• Set a time limit for your research. Without such a boundary, you’ll only be overwhelmed and will find it challenging to prioritize the information you want to include.

• Don’t repeat information that already exists elsewhere. Otherwise, it won’t stand out. Provide insights that are uniquely yours.

• Use visual organization. Use lists, subheadings, and bullet points to make your main ideas and actionable information easy to find.

• Present your main idea at the beginning and return to it at the end. People tend to remember the first and last things they read.

Use Metaphors in Medical Content Writing

When you explain complex medical terminology in simple terms, the definition may still not be sufficient to get the point across. Sometimes a metaphor helps that term sink in. Metaphors “compare the known to the unknown; the abstract to the concrete; or dry stuff to fascinating topics.” For example, I hope you’re not thinking that “This blog is a boring glass of water.” (By the way, saying “This blog is like a boring glass of water” would make it a simile, not a metaphor.)

As a provider, you’ve likely used at least one metaphor to describe a symptom or condition. Some of the most common ones include whiplash, cluster headache, burning pain, and invasive cancer. For some patients, the best way to describe their experiences is to use a metaphor to get their point across or to have their symptoms taken seriously.

Examples of helpful metaphors include

• How pain functions: Pain is a notification you receive on your smartphone. The body, like a smartphone, lets you know that something needs attention.

• Angina vs. heart attack: Angina is a brownout, which occurs when power lines are overloaded. A heart attack results from downed power lines, which is a complete blackout.

• Emphysema: Healthy lungs are balloons that deflate easily. Lungs with emphysema are paper bags that don’t deflate as easily.

As helpful as metaphors may be, they may not resonate with all patients. Some may even be alienating, such as referring to cancer care as a “battle” or “war.” Although it may seem intuitive to view cancer as an enemy to be defeated, how should a patient feel about the prospect of losing that battle? This metaphor may also suggest a loss of control or even failure after unsuccessful treatment.

Express Empathy in Your Writing

Writing with empathy helps you convey information in a way that resonates with your readers and meets them where they are emotionally. This also includes anticipating their knowledge levels and pain points. This is especially true when the subject is sensitive, stigmatized, or scary.

Imagine a patient who has just received a cancer diagnosis. They may feel a sense of urgency, fear, or dread as they pore over medical websites in search of answers. They may also be looking for reasons to keep hope alive despite the bad news they just received.

When writing about a sensitive topic like cancer, it’s essential to consider the state of mind your reader may be in. You need to strike a balance between realistic, accurate information and compassionate writing that supports the reader’s emotional well-being.

So, how does one write with empathy? Start with a conversational yet professional tone. This approach still conveys your thought leadership while providing readers with a sense of comfort and reassurance. Empathetic writing is about a human talking to another human. Speak directly to your reader, referring to them as “you” rather than “patients.” 

Meeting Patients Where They Are with Clear Medical Content 

Good medicine doesn’t have to be confined to the office visit. It can start with a prospective patient’s online search for reliable, helpful content that promotes positive health behaviors. When you communicate clearly and compassionately, you connect with patients at their point of need, even before they contact your office for their first appointment.

If you need help with writing medical content that’s understandable and relatable to your online readers, contact me today for a free consultation. I look forward to working with you on a content strategy that attracts more engaged readers and grows your practice.