Summary
Let’s say you want to become a more succinct writer. You search for something like “how to write more concisely” and open the first 2 search results (below ads, of course). You see:
Which option do you end up reading? If you’re like 80% of people, you prefer option 2: clear and concise writing.
There’s a reason why society has traded the daily paper for social media when it comes to getting our news. “Shorter attention spans” aren’t to blame. The human brain is just a little impatient (and always has been).
Why do readers generally prefer shorter writing? Compared to longform content, concise content is:
But when you’re writing about challenging topics (like in healthcare content), how can you balance the needs of writing concisely and comprehensively? By following these best practices.
This is tip #1 for a reason. Always prioritize what your audience needs from the content. Take their questions, concerns, fears, goals, objections, and feelings into account when writing.
This makes it easier to cut the extra, nice-to-know (but not crucial) information when it’s time to edit. If you’re writing a blog post that feels like it’s getting too long, consider removing and repurposing that info for other channels.
Long, compound sentences tempt the brain to tune out. This causes readers to go back and re-read (or give up and bounce).
Try to limit sentences to 14-20 words. This example breaks a 33-word sentence into sentences that fit this rule.
Our highly skilled neurosurgeons have performed more than 1,000 pituitary tumor surgeries, more than anyone else in the Washington, D.C., and northern Virginia region, which gives us deep experience in treating pituitary tumors.
Our highly skilled neurosurgeons have performed more than 1,000 pituitary tumor surgeries. We perform more of these surgeries than other medical centers in Washington, D.C., and northern Virginia. This high volume gives our team deep experience in treating pituitary tumors.
Pro tip: Not sure how to catch long sentences in your writing? Read the content out loud. If you stumble on a sentence, your readers will too. It’s probably too long or complex.
Long walls of text are off-putting. The writing gods gave us paragraphs and section breaks for a reason. Use them.
How to chunk long text into easy-to-read content:
When there’s a long sentence, a list is often to blame. Instead of listing the items within the sentence, turn them into bullet points. This makes the writing clean, crisp, and easier to process.
During your evaluation, we will:
As an added tip, avoid using repetitive words in each bullet. (See how it shortens the word count below?)
During your evaluation:
Sentences are shortened by the active voice. (7 words)
The active voice shortens sentences. (5 words)
The active voice puts the subject of the sentence first. This makes sentences easier to read.
In healthcare content, there are occasional instances where passive voice is unavoidable. For example, you can say “When you are discharged,” not “When we discharge you.” However, when in doubt, err on the side of active voice.
Writing in the active voice is 1 principle of plain language. Learn the other 9.
Cut words where you can to make writing more concise. For example, use:
Sometimes, it’s not about the words you write. It’s about how you present them.
Use formatting to your advantage when writing about complex medical concepts. A table can help visually explain content if you are comparing multiple options.
For example, writing out the differences between minimally invasive heart surgery and open-heart surgery can look messy. It is also hard for the reader to compare the options at a glance. This table helps readers understand the differences.
There’s no rule that says you need to include everything about a topic within 1 piece of content.
Someone reading a blog about ACL surgery doesn’t need to learn enough to perform the procedure. They just want answers to their questions and some peace of mind. Give them the critical info and direct them to helpful related content using internal links.
Patient stories and testimonials are worth their weight in gold … when users read them.
Readers will skim through or skip reviews that are too long. Keep readers engaged by showing a snippet of a review with 1-2 standout sentences.
Medical copywriting is different from writing a research report. You don’t need to restate the thesis or summarize the main points. Users probably won’t read that part, anyway.
Skip the unneeded wrap-up paragraph and get straight to the point: the CTA. What can users do next to engage with your brand?
Clear and concise medical copywriting is our forte. We can help with website content, blog posts, email marketing, and more.
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AUTHOR
Ahava is a leading expert in healthcare content strategy and is recognized for her ability to make complex medical information accessible. She has spent nearly two decades transforming how healthcare organizations communicate with their audiences. Ahava is trusted across the industry for her clarity, evidence-based approach, and thought leadership.
