“Plain language” isn’t about being plain or boring. It’s about being clear. Because that’s our goal — communicating with audiences in a clear, accessible way.
Plain language means writing and speaking so your audience, who is learning new things under stress, understands what you are saying.
While it may seem unsophisticated, it’s actually the highest level of communication — making yourself understood in a difficult situation when people need guidance.
Got ideas? We’ve got experts. Let’s chat and make magic happen.
Home Our Work Thought Leadership Plain Language for Healthcare
Plain language means something is easy to understand or read. And it’s an ideology for how we write and speak about complex subjects. When people are confronting anxious healthcare situations, they may feel more confused than usual.
Plain language aims to lower that stress by making information accessible and comprehensible to a broad audience, regardless of their literacy level. It’s not dumbing down the ideas or oversimplifying them. Rather, we are making these ideas and concepts easier to understand through shorter sentences, everyday words, and explanations that provide context. We avoid jargon, complicated terms, and complex sentence structure, so our meaning is clear.
For example, you want to explain to a patient with cancer that your hospital has specialized radiation technology. Explain (briefly) what “radiation technology” is and how it will benefit the patient. Simply stating that you have the technology isn’t enough. Patients often lack the medical knowledge to connect the dots for themselves. Provide context so audiences understand how this technology can improve their outcomes and treat their condition.
In B2C healthcare marketing, plain language helps patients and their families:
The United States government has a stake in plain language in healthcare; it’s why they have a national plan to improve health literacy.
In B2B healthcare marketing, plain language facilitates clear communication among healthcare providers, administrators, and other stakeholders, ensuring that complex ideas are conveyed accurately and efficiently.
In 2023, Aha Media Group did original research to determine if B2B healthcare marketing professionals preferred plain language. We asked them to evaluate various content types, including white paper teasers, demo requests, and website content. Unsurprisingly, more than 80% preferred plain language.
Read the white paper
A common misconception is that plain language simplifies content to the point of being condescending or overly simplistic. However, plain language is about clarity, not oversimplification. It involves presenting information in a way that is easy to understand without losing essential details or nuances.
Effective plain language keeps the accuracy of the information. We use straightforward language, organize content logically, and provide context to help the audience grasp complex concepts.
Effective plain language: “Take one pill every morning with breakfast.” Dumbing down: “Eat a pill with your cereal.”
The first example is clear and provides specific instructions, while the second is overly simplistic and potentially misleading. What if you don’t eat cereal for breakfast? (I don’t.)
Health literacy is the ability to obtain, process, and understand basic health information and use it to make appropriate health decisions. It encompasses reading, listening, analytical, and decision-making skills.
Literacy in the United States is dropping. In fact, 9 out of 10 Americans struggle with health literacy.
Higher health literacy is associated with better health outcomes, as patients are more likely to follow treatment plans, manage chronic conditions, and engage in preventive health behaviors. Conversely, low health literacy can lead to misunderstandings, noncompliance, and poorer health outcomes.
Plain language content helps reach patients who may have low health literacy. When we use accessible language, we enable more patients to understand and act on the health information they are reading.
Myth: Reading levels indicate the complexity of a text. If a piece of content has a “lower” score, it means it’s easy to read.
Fact: Just because content scores low in a readability test does not mean a patient can understand it.
That’s because healthcare content can be confusing and scary.
To make sure your content is truly understandable:
Several tools can help create plain language content, such as readability calculators, style guides, and plain language checklists. Techniques include using active voice, short sentences, and common words. Learn more about these techniques, so you don’t rely on readability scores alone.
To measure the impact of plain language, consider metrics such as:
Analyzing these metrics can provide insights into the effectiveness of plain language in improving communication and outcomes in healthcare marketing.
By prioritizing plain language, healthcare marketers can enhance understanding, build trust, and ultimately improve health outcomes for their audiences.
Aha Media has long advocated for plain language, recognizing its importance in making healthcare information accessible and actionable.
Ahava Leibtag, the founder of Aha Media, has written and spoken extensively on the subject, emphasizing the need for clarity and transparency in healthcare communication. This commitment is reflected in Aha Media’s approach to content creation, focusing on the needs of readers and promoting health literacy. It’s further reflected in our annual giving to ProLiteracy, which helps over 1 million adults access literacy education.
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