Benway, Bruce
February 2005
Medical Marketing & Media;Feb2005, Vol. 40 Issue 2, p50
Trade Publication
The author in this article reports that with an increasing number of adults struggling with basic literacy, healthcare marketers today face a clear challenge--how to communicate with these patients in a language they can understand, using terms that are relevant to their lives. He suggests marketers adopt a five-step process that is designed to simplify patient writing. According to him, low-literacy patients are the most vulnerable, the most easily confused by the cumbersome healthcare system and the most likely to ignore their health problems. It is vital that marketers communicate with them in a language they can understand, in terms that are relevant to their everyday lives and in a way that enables them to access their treatment options. INSETS: Proof that clear patient communications works;Avoiding the clinical nurse.


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