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  • February 08 2019
  • by Gregg Sweet

Avoid industry “buzz” words and clinical language whenever possible

Effective communication is the key element in establishing any relationship or persuasive argument. The use if industry speak and clinical language when producing patient outreach materials can have a dramatic negative effect on your goals for your patient engagement campaign. Avoid using highly clinical language in favor of more easily identifiable language. “Clinical trial”, a term that a very high percentage of the general public does not recognize is easily converted into “clinical research study” or “medical research study” and will allow the potential participant to continue reading or otherwise engaging your message.

We have seen references to media buzz words for years, most frequently the use of the word “spot” to denote a radio or TV commercial. The general public has almost no knowledge of insider language in mass media and even less knowledge of the fact that a spot refers to the way TV and radio commercials are placed into the program log for scheduling.

There are many more examples we could illustrate but the central theme of this tip is to make sure that your patient outreach materials and on-line communication utilize language that has the best chance to keep potential participants and caregivers motivated. Your ultimate goal is always to match the content of the message of the sender with the perception of the receiver to create successful communication and increase response.

Remember that your field of experience is likely to differ greatly from that of your potential audience and there may be a great deal of noise (factors interfering with communication) surrounding your message channel. A lowest common denominator approach when assembling your message will result a higher effective communication rate and cut through the noise.