The first week of November marks World Communication Week, highlighting the importance of clear, effective communication in our personal and professional lives. Effective communication is especially vital for healthcare marketers year-round since the health and wellness of our patients often depend on the quality of the patient communications we publish. Clear, empathetic communication between healthcare organizations and patients can drive better outcomes, build trust, and increase patient satisfaction.
As healthcare marketers, we play a crucial role in shaping the interactions between our organizations and our patients. In honor of World Communication Week, we’re taking a look at how we can improve our patient communications to make them clear, compassionate, and effective.
Understand patient needs and preferences
Effective patient communications start with understanding who we’re speaking to. In healthcare, our patient audiences are often diverse, representing different ages, economic groups, cultural backgrounds, levels of health literacy, and comfort levels using technology.
By tailoring our approach to their needs and preferences, you can create messages that resonate with the issues patients are facing when they visit your website, scroll your social media profile, or sign up to receive emails from your organization.
Here are a few tips on how you can gain a better understanding of your patients’ needs and preferences:
Know your audience: Take time to understand your organization’s patient demographics. Use surveys, feedback forms, personas, or patient interviews to understand their needs and expectations.
Select the right channels: Once you know how patients prefer to receive information, use that to inform your strategy. Some may rely on digital platforms, like email or text messages, while others prefer less tech-reliant forms of communication, like printed materials or direct mail.
Keep it clear and simple
When it comes to vital healthcare information, complexity can get in the way of patients understanding your messages. Instead of creating patient communications that are long and full of medical jargon, opt for messages that use straightforward language and are easy to understand and act upon.
Use plain language: Replace technical terms with simple alternatives. For example, instead of “hypertension,” use the more commonly understood “high blood pressure.” Short sentences and common words help patients grasp the message quickly, regardless of their reading comprehension or health literacy level.
Organize information for easy navigation: Prioritize critical points by bolding them or using bullet points for readability. Design messages so patients can quickly find what they need, like appointment details, health advice, or action steps. This tip is especially important as more patients use mobile devices to view healthcare websites and emails — organizing your content for readability allows them to scan through the message while on the go and still retain the critical information.
Incorporate visual aids: Use images, infographics, or quick videos to illustrate complex concepts. A simple visual can go a long way in helping patients understand health information.
Establish trust
Trust is fundamental in healthcare. Patients need to feel confident that the information they’re receiving is not only accurate but also beneficial to their well-being. By communicating transparently, we can strengthen this trust and improve patient engagement.
Explain the “why”: Patients are more likely to follow through when they understand why something is important. For instance, explain the importance of an annual check-up or how a procedure benefits their health in the long run.
Prioritize privacy: With increased digital communications, data privacy is a growing concern. Clear privacy policies and reassurances about data confidentiality can help ease patient concerns. (Want a surefire way to protect patient privacy while using your marketing data to its fullest potential? Check out Geonetric Privacy Filter!)
Show empathy: Empathy-driven patient communications are key. Train your teams to be patient, understanding, and compassionate regardless of whether they’re communicating in person or through an online channel — patients remember when they feel respected and cared for.
Leverage technology to improve your reach
Digital tools can help you reach patients effectively, at the right time, and on the channels or platforms where they prefer to receive information. By using technology thoughtfully, we can make information accessible, timely, and personalized.
Implement omnichannel strategies: Use a mix of website landing pages, text messages, emails, patient portals, and even social media to keep patients informed and connected. Consistent messaging across channels can reinforce important points and ensure that patients stay engaged.
Automate for personalization: Tools that allow automated, personalized reminders for appointments, medications, or preventive care can be invaluable for effective communication. Simple, timely reminders help patients stay on track with their health needs, especially as health consumers are increasingly expecting personalization from their digital experiences.
Design for accessibility: Ensure digital content is accessible to all patients. Use clear font sizes, readable colors, alt-text for images, and compatibility with screen readers to make your content as inclusive as possible for your patients.
Evolve your messaging
Effective patient communications aren’t static — you should consistently be reevaluating your patient demographics, tactics, tone, and other aspects of your messages to make sure they’re resonating with your target audiences.
Here are a few ways you can improve your communications over time:
Establish patient feedback loops: Regularly seek patient feedback through surveys, after-appointment check-ins, or comment cards. This input can highlight areas where communication is working well and where it can be improved.
Update information regularly: The information you share, especially on easily-editable channels like your websites, patient portals, and social media, should be accurate and up-to-date. Patients rely on these sources, so regular reviews are essential.
Measure success: Track key metrics such as email open rates, website engagement, and patient satisfaction scores to monitor the effectiveness of communication strategies. These insights can guide adjustments and keep your communication strategy evolving.
Clear, compassionate, and connected communication is foundational to patient care. By putting patients at the center of our communication strategies, we build trust, improve health literacy, and help patients feel empowered in their healthcare journeys.
This World Communication Week, commit to a communication approach that’s inclusive, empathetic, and accessible — because every patient deserves to be heard and understood.
Need help getting your message across?
If your organization could use a helping hand when it comes to fine-tuning your digital marketing messaging, Geonetric has the know-how you’re looking for.
With more than 25 years of experience helping healthcare organizations communicate effectively through website content, search engine optimization, and digital advertising, we can assist your team in bringing your communications to the next level. Contact us today to get started!
