How to Write Effective Patient Education

7 actionable tips to get you writing materials that impact your audience

It was 5 am on a bitterly cold January morning. My radio crackled on my hip as my patient, similarly cold and looking at me with one normal eye and one blown pupil, looked up at me and asked, "Why do I have to go to the hospital again?" 

"We recommend you go to the hospital because -" because your pupil is 8mm wide, and that often indicates head trauma or stroke, and you should really be seen right away; no, that won't work, think Camille, think - "the pupil in your eye is a little large right now. It's probably nothing to worry about at all. However, given that you're already sick, the doctor at the hospital and I agreed it would be best if you were seen. Is that okay?"

Have you ever been in front of a patient, or anyone at all, and said the wrong thing or not known what to say?

I've been in all of these scenarios, from telling a woman she was actively having a stroke out of shock to being frozen in place by the displacement of someone's two front teeth.  However, I've also been in several situations where I was able to translate, as it were, from how I would communicate the situation I was in to another provider to how a patient would best receive it.

At the end of the day, patient education is all about bridging the gap between abstract medical concepts that only you and your colleagues grasp and the rest of us. 

It's not as easy as it sounds(if it sounds easy to you), but it's vital. It requires having a foot in two worlds and being able to straddle those worlds with some ease. As someone who's done that, I don't believe you need a PhD,MD, or PharmD to create effective patient education materials. 

So what do you need?

In my experience, you need some background in science, an understanding of how to read academic literature, and the ability to communicate what you read to colleagues and laypeople alike. Think about it like this: If you can't explain to someone what the authors of the paper you just read on the kidney protective properties of GLP-1 receptor agonists like Ozempic concluded, what their methodology was, and where there are still gaps in the literature, how can you tell a lay person all of that information in much simpler terms?

Luckily, all of these skills can be taught. None of us are born knowing how to sound mildly pretentious by saying things like "GLP-1 receptor agonists" in the first paragraph of a blog. And, they're skills we practice for life. So, let's get into just how to write patient education materials that actually work and considerations for writing.

Empathy as a Patient Education Tool

First things first - empathy. As someone who loves patient education materials, I am frequently frustrated by how hard it's becoming to ensure that medical knowledge is accurate and not misleading. I just watched a video published by a doctor today that was extremely misleading, if not harmful. This can be dangerous in a world where health literacy is not high. I don't have an answer to the spread of misinformation. I understand why people become frustrated with the evolving nature of scientific research, particularly in high-stress times, like the Covid-19 pandemic. I believe it's crucial for healthcare providers and medical writers to use empathy in our patient education work. 

Have you heard of moral outrage? It's that thing when you believe you're right, and the group you represent is right, and you despise the other group for their views - even though you know they feel the same way about you. These "others" believe they're right and can't believe you believe what you do. Sound familiar? It's like healthcare professionals and conservatives during the pandemic. Moral outrage was high over vaccinations and masking. 

Just a note: moral outrage can be good. But when we operate from this place in our work, it isn't very effective.

Here's the thing: Just because a practice is science-backed doesn't make it automatically right to someone else. Telling them that they're morally wrong for not engaging in the practice will likely shame them and make them double down on not getting that vaccine or that screening. So, even more than we have been, I think it's important to address doubts. Address that we don't know everything. Show empathy for people's feelings around their healthcare and really try to sit with what different patients are going through. The more we can extend a hand to everyone we're trying to reach, the better chance we have of reaching more patients.

How writers can use empathy in patient education materials: Include an FAQ section. Address common doubts and fears your audience has in your writing. Avoid taking a hard stance. 

Use Empowering Language

We're moving into - or are already in - an era of consumer-driven health choices. Consumers simply know more, whether it's from their Apple Watch, reading health news, or tuning into preventive care tips. Consumers are invested in their health and expect more from providers. Care is shifting away from, "the doctor said x, so I'll do x" to," The doctor said x, so I'm going to go home, investigate x, ask lots of questions about x, get a second opinion, etc." or to "I think I have X disease! I'll tell the doctor". 

We can encourage shared responsibility for patient health - which is correlated with better patient outcomes - by using empowering language in patient education writing. 

For example: "When deciding how to treat cancer, your doctor will choose between radiation, chemotherapy, targeted therapies, or may tell you to forgo treatment."  That's not likely to land well with today's consumer audience. Instead, try, "When deciding how to treat cancer, your doctor will explain different treatment options to you, from radiation to chemotherapy and even targeted gene therapies. You can decide which treatment is best for you based on your doctor's advice and preferences."

Seek to Understand Your Audience

On that note, understand who you're writing for before you start writing. Who makes up the demographic that will see these materials? Do they hold any cultural beliefs that should inform your writing? Do they tend to be more trusting or suspicious of healthcare providers? Are there barriers to access they face or diseases they may experience more?

This is all important information when writing patient education that truly lands with your audience.

Other people you may want to keep in mind are what I consider "secondary audiences" in that they aren't the end audience:

-stakeholders

-physicians

-anyone with a financial stake in the project you're working on

By asking your client, you can determine what these secondary audience members want to get out of your patient education resources. 

7 Practical Tips

With audience profiling in mind, here are some practical tips for putting pen to paper.

Write as If You Were Talking to the Patient

While patient education materials shouldn't be too casual, they shouldn't be too formal either. Imagine you're having a conversation with a patient. What will you tell them about the topic you're writing about? If they had one take-home, what would you want it to be? Be straightforward, reassuring, and friendly, as if you were in the room with them. Your readers are more likely to be receptive to this style of writing.

Stick to a Few Key Points

This may be hard or easy depending on what you're writing, but ideally, you can make those "take-home" points shine in your writing. Every human takes in so much information daily that a lot slips through the cracks. What can you focus on in your resource that will stick with the audience?

Make Materials Easy to Read

This may be one of my least favorite ones, but let's have at it. A common recommendation for patient education resources is to make them easy to read - ideally between 5th and 8th grade reading levels. My opinion is that this is not always realistic. I think it certainly can be for some materials, while for others, it just isn't. For example, I wrote WebMd-esque pages for a company for almost a year. I did my best to say what I meant, speak plainly, and use short sentences. However, being on a 5th to 8th-grade reading level wasn't always possible. This was particularly true when explaining disorders that were genetically inherited. 

My advice is to be very straightforward and to explain everything as much as possible without making yourself redundant.

No Jargon

Avoid jargon! Avoid it like the plague. No one wants to read jargon. Now, I want to delete my introduction because no one wants to remember that Ozempic is a GLP-1 receptor agonist! No one! But I'll leave it as an example of why not to use jargon. It's just not necessary. So, don't. It will cause confusion and probably stop the reader. 

Seek to Be Helpful

Patient education resources are for educating, but you can help a patient understand the topic by explaining things like risk factors, side effects, benefits, health insurance-related, and other treatment options(just some examples). Not all patient education resources will strive to include as much information as possible. However, if you have the green light to write rather comprehensively about a topic, give the patient as much information as possible.

Only Use Graphics to Underline a Point

Graphics can be a great asset to any piece of writing. And I believe this to be true in every piece of writing - only use graphics if they add to the writing. If you're adding in a graph or chart, it should be easy to read and understand and drive a point already made home.

Use "Friendly Language"

Use pronouns like "you" and "we". Contrary to popular belief, being distant doesn't always make one appear more professional. Also, avoid using "scary" language. I would lump this in with jargon but simply consider how certain terms may come across to the patient. For example, when I write about Botox, I usually explain that botulinum toxin is in it but with a very thorough explanation of why that is good and how it acts. I also have decades of Botox's good reputation to work with. Try to imagine how the patient will feel reading what you're writing. Will they feel safe coming to see you? If you were them and didn't know what you did, would you feel safe or comfortable?

Improve Patient Experience with Your Writing Skills

Patient resources are a vital part of ensuring as many people as possible receive accurate information and, subsequently, competent, well-delivered care. If you're interested in learning more about writing patient education resources or working with someone who has experience in that field, don't hesitate to reach out and set up a chat with us.