{"id":1976,"date":"2022-02-10T08:00:26","date_gmt":"2022-02-10T13:00:26","guid":{"rendered":"https:\/\/thelightstreamgroup.com\/?p=1976"},"modified":"2022-11-16T17:15:24","modified_gmt":"2022-11-16T22:15:24","slug":"jargons-effect-on-your-healthcare-marketing","status":"publish","type":"post","link":"https:\/\/www.thelightstreamgroup.com\/old_bak\/blogs\/healthcare\/jargons-effect-on-your-healthcare-marketing\/","title":{"rendered":"What You Should Know About Jargon\u2019s Effect on Your Healthcare Marketing"},"content":{"rendered":"

When you\u2019re entrenched in the business of healthcare, it feels natural to use medical terminology in your healthcare marketing materials. To consumers, though, you might as well be speaking a different language, sparking frustration or disinterest that turns them away from your brand.<\/p>\n

Your marketing strategy is designed to connect with people across many channels and keep them engaged with your brand. But hospital jargon can interfere with that strategy at best and make your brand seem superior, detached, or out of touch at worst. Using clear, accessible language will help you connect with consumers, keeping them engaged and making your marketing more effective.<\/p>\n

5 Common Mistakes To Watch For<\/h2>\n

In order to connect with patients, you need to use language that shows your brand is conscious of your audience. This means avoiding excessive medical references or focuses. Healthcare marketing materials become bogged down with jargon by:<\/p>\n

    \n
  1. Focusing on Procedures, Not How They Help:<\/strong> When discussing treatment options, highlight how they\u2019ll improve quality of life, not what the treatment consists of. Patients won\u2019t always understand medical procedures, and descriptions can exacerbate fears or sound unsettling.
    \nFor instance, if you\u2019re marketing a laparoscopic surgery, avoid discussing incision sites or the steps involved. Instead, focus on how the procedure is minimally invasive, has a fast recovery time, and doesn\u2019t sacrifice being a beneficial solution to achieve good results.<\/li>\n
  2. Repurposing Content That Addresses Medical Professionals:<\/strong> Repurposing content can save time, but avoid repurposing content originally aimed at medical professionals (such as for a conference or training). Content like this uses high-level medical jargon, like procedure or anatomy descriptions, that won\u2019t connect with patients. When used on websites or blogs, it can make patients click away, dismissing your organization.<\/li>\n
  3. Using Vague Terms With Different Connotations in the Medical Field:<\/strong> Some terms may not be medical jargon \u2013 like \u201cdiet\u201d and \u201cexercise\u201d \u2013 but may still have different connotations for patients. You may use diet to refer to their general food intake, but patients can perceive it as a restrictive or limited eating plan. When you say exercise, you could mean low-impact activities like swimming or biking, but it may evoke images of treadmills and dumbbells in patients\u2019 minds. Consider how patients will interpret your language, and be specific.<\/li>\n
  4. Relying on Titles to Convey Information or Authority:<\/strong> Your organization and its providers might have impressive reputations in the medical community, but this doesn\u2019t always translate to patient recognition. Instead of just using a name and title (like \u201cDr. Smith, pulmonary specialist\u201d), be descriptive. Mention credentials and experience, and briefly list conditions or symptoms they treat (like COPD or shortness of breath). This will help patients understand if your organization is the right provider for them.<\/li>\n
  5. Using Keywords That Won\u2019t Reach Prospective Patients:<\/strong> If you\u2019re using SEO practices, use keywords and terms that patients would use. Focusing on medical terms as your keywords may keep patients from finding your content. For example, most people would search \u201cheart doctor,\u201d not \u201ccardiologist.\u201d<\/li>\n<\/ol>\n

    What You Can Do to Provide Clear Messaging<\/h2>\n

    To write clear, effective healthcare marketing materials that connect with patients, keep in mind the following:<\/p>\n

      \n
    1. Use a Conversational Tone:<\/strong> Write as if you\u2019re talking to a friend who isn\u2019t a medical expert. Rather than formal and academic, it should sound relaxed and friendly. Aim for a sixth-grade reading level, which will connect with most average consumers.<\/li>\n
    2. Be Short and Direct:<\/strong> Use short, succinct sentences and short, common words. Break content up into digestible paragraphs, using bullet points, tables, or numbered lists where needed. When giving instructions or recommendations, use an active voice. \u201cWalk half an hour daily\u201d will carry more weight than \u201cIt\u2019s recommended to walk for at least half an hour each day.\u201d<\/li>\n
    3. Explain Where Necessary:<\/strong> Sometimes medical terminology is unavoidable, such as when naming a procedure or illness. When you use medical jargon, provide a brief explanation to go with it. For example, if you refer to a benign polyp, explain that it means a noncancerous growth.<\/li>\n
    4. Use Reference Texts:<\/strong> If you\u2019re struggling to eliminate hospital jargon, keep a plain language reference book at hand. Several plain-language dictionaries offer alternatives to medical terminology, which can help you connect with patients. The CDC has helpful resources<\/a> on this, including a checklist for accessible materials<\/a>.<\/li>\n
    5. Get Feedback:<\/strong> If you aren\u2019t working with sensitive or confidential materials, ask a friend or colleague (such as an administrative assistant) with limited medical knowledge to read over your piece. Have them highlight confusing or lengthy sections. For formal feedback, employ these testing processes<\/a>.<\/li>\n<\/ol>\n
      \n

      Because you want to make the most of your content throughout various channels<\/a> to gain marketing share, you need to make that content just as accessible in its messaging. For help crafting clear content and an effective healthcare marketing strategy, contact LIGHTSTREAM <\/a>today.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Learn why \u2013 and how \u2013 to avoid medical jargon in your healthcare marketing strategy.<\/p>\n","protected":false},"author":7,"featured_media":1979,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wds_primary_category":5,"footnotes":""},"categories":[5],"tags":[17,23],"class_list":["post-1976","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-healthcare","tag-health-system-brand-building","tag-health-system-content-development"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/1976","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/comments?post=1976"}],"version-history":[{"count":4,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/1976\/revisions"}],"predecessor-version":[{"id":1985,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/1976\/revisions\/1985"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media\/1979"}],"wp:attachment":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media?parent=1976"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/categories?post=1976"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/tags?post=1976"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}