Three Rules for Trustworthy Healthcare Copy

If you can begin the conversation with ideas and wording that people can relate to, the audience will have a better chance at understanding the details.

When it comes to healthcare, clarity isn’t a luxury. It’s a responsibility.

In a world where most patients are already overwhelmed by symptoms, appointments, and anxiety, the last thing they need is copy that makes them feel confused or small. And yet, medical jargon and bureaucratic language show up everywhere—on hospital websites, patient instructions, enrollment portals, and even urgent care brochures.

Healthcare copy should never create distance. It should build trust.

Why Plain Language Matters in Healthcare

Plain language isn’t "dumbing it down." It’s making sure everyone understands, regardless of reading level, stress level, or familiarity with healthcare systems. According to the CDC, nearly 9 out of 10 adults struggle to understand and use routine health information. That statistic should shape every sentence you write.

Plain-language communication is not just courteous—it’s clinically relevant. Misunderstood instructions can lead to missed medications, botched follow-ups, and unnecessary ER visits. On the flip side, clear, well-written communication can reduce risk and improve health outcomes.

Three Rules for Trustworthy Healthcare Copy

1.     Think human first, expert second.

Write like you’re explaining to a friend. Keep empathy front and center. Make the information easy to scan and act on. Prioritize tone, not terminology.

2.     Define the unfamiliar.

When a term can’t be avoided, explain it quickly and simply. Even better: use common terms when possible. Say “blood thinner” instead of “anticoagulant.” Say “heart doctor” instead of “cardiologist,” if the context allows.

3.     Highlight the benefit.

People aren’t just looking for facts. They want reassurance. Frame information in terms of what it helps the patient do or feel—like “Get answers faster” or “Feel more confident about your treatment.”

Good Copy Can Improve Health Outcomes

Hospitals and health systems that invest in plain-language writing improve more than brand perception. They improve comprehension, satisfaction, and even adherence to treatment plans.

For example, a Cleveland Clinic study showed that simplifying after-visit summaries increased patient follow-through and reduced phone calls to clarify instructions. That’s a win for both patients and staff.

Whether it’s a discharge summary, an email campaign, or a homepage headline—good writing makes a difference. It's not just about brand. It's about better care.

FAQs: Writing Healthcare Content Patients Trust

What reading level should patient-facing content aim for?

Aim for a 6th to 8th-grade reading level. Use tools like Hemingway Editor or Readable to check your work.

How do I make complex topics more understandable?

Use analogies, visuals, bullet points, and short sentences. Always lead with what the reader needs to know first.

Is there a standard for plain language in healthcare?

Yes. The Plain Writing Act and the CDC’s Clear Communication Index both offer guidelines to follow.

Need help translating your healthcare content into plain, powerful language?

We specialize in writing that respects both the science and the people it serves. Let’s make your copy clearer, more trusted and more effective.