Clear Communication > Complicated Jargon
Healthcare professionals are a sophisticated audience. But that doesn’t mean complex, highly technical content is the best way to communicate with them.
In a 2023 study of B2B healthcare marketing trends, we found that 80% of decision-makers prefer to read marketing materials written in plain language. In 2024, we backed it up with real-life examples.
We learned:
%
Action
of decision-makers would schedule a demo after reading plain language marketing materials
%
Decision
of decision-makers would download a white paper after reading a plain language teaser
%
Socialization
of purchasing teams share marketing and sales materials with a larger, diverse group to make decisions
Clear and Concise Content Wins
In partnership with Mantis Research, Aha Media Group set out to understand how (and to what degree) our language impacts B2B buying decisions.
But we didn’t stop there.
We partnered with Feedback to examine the ways medical professionals interact with each other. Do they use jargon? Do they have a shared language we can tap into?
In the updated report, you’ll find:
- Direct insights from decision-makers about their preferences
- B2B healthcare marketing statistics supporting clear content
- Examples of technical content and plain language alternatives
- What “plain language” means and how to apply it
- “Aha” moments about the behavior of B2B purchasing teams
Plain language is not dumbing it down.
It’s clearing it up.
Discover why your content may not be working — and find out how to get stakeholders on board with using plain language in B2B healthcare marketing.
Make plain language your competitive advantage
Convince Your Stakeholders With Data
Marketers and writers have been talking about the power of plain language for years. But convincing stakeholders that clarity is preferred? That’s an ongoing task.
We’re here to help! Back up your call for clarity with data. Download our key findings fact sheet and PowerPoint deck to support your efforts. Use them to complement your insights from our study. There’s no gate for these resources. Just click to download.
How Can Our Writers Help?
Tell us what your organization needs, and we’ll let you know how we can help. Get in touch with Ahava to talk about healthcare content writing services.