2016-10-06_1013By Rebecca Sims, Director of Content Operations

More health care companies are making clear content a top priority. Whether you call it plain language, a health literacy initiative or quietly aim for a 6th to 8th grade reading level, the benefits are clear.

Easy-to-read content helps improve:

  • the user experience (regardless of one’s reading level)
  • population health
  • health care costs
  • brand trust

How?

Easy-to-read content helps busy people find what they need — fast. It also helps readers who feel nervous or worried, which takes a toll on comprehension. It adds up to a better user experience and builds trust in your brand.

There are tangible benefits to clear content, too. When your content is easy to read, it’s more accessible to more people. That helps improve health and lower health care costs. The fact is, too many Americans don’t understand health care. And that’s associated with costly problems, including:

  • Lack of preventive care
  • Poorly managed chronic conditions
  • Preventable hospital visits and rehospitalization
  • Emergency room visits that aren’t needed

When done well, nearly anyone can understand your content without feeling talked down to, including those most at risk, such as:

How do you do clear content well?

Plain language should not read like it’s “dumbed down,” nor sound stiff or unprofessional. Quite the opposite, it can be smart and punchy. Here are five tools to help you be perfectly clear.

  1. Think Hemingway.
    Ernest Hemingway’s prose was plain, clear and anything but boring. He weeded out extra words (what he called “scrollwork”) to keep readers moving. The Hemingway Editor is an online and desktop app that checks your reading level and shows you where to improve. It highlights:
    — adverbs
    — passive voice
    — hard-to-read sentences
    — places where you can use simpler words
  2. Check readability while you work or on a live page.
    Readability-score.com is another online tool you can use to check readability with different scores and indexes. The new update shows you:
    — where you’re syllable-heavy
    — cliché counts
    — reading and speaking times
    — sentiment
    You can copy content into the tool or check a live URL.
  3. Use this guide from health.gov.
    Health Literacy Online shows you how to simplify the user experience through writing, design and navigation.
  4. Find easy-to-read advice and tools from MedlinePlus.
    It gathers advice, tools and resources in one place to help you improve content readability. It includes guidance on fonts, column widths and other visual elements that boost accessibility.
  5. Take free training to keep improving.
    The National Institutes of Health offers free plain language training online. Plainlanguage.gov offers other training resources.

Share these tools and resources with skeptics to show them how clean, clear content can help patients, revive your brand, and lead to better health outcomes.

P.S. This blog reads at a grade 7 level per the Hemingway Editor. It scores a 5th grade Flesch-Kincaid reading level with a “positive” sentiment on readability-score.com.