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Wednesday, June 27 • 1:15pm - 1:50pm
Content Strategy and Health Literacy: Emily Broderick

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How do we tell the story we want to tell while building meaningful relationships with our audience? How do we communicate in a way that people can understand and relate to? And how do we do we determine what content and message is most appropriate and relevant? This session will dig into these questions and more to help you enhance digital communication and engagement with health content that matters.

Emily Broderick Talk Abstract:
Plain Language is for Everyone: Writing Content that Improves Health Literacy
​​​​Only 12 percent of adults have the skills to obtain, process and use online health information, according to the National Assessment of Adult Literacy. And in fact, a recent study by Nielsen Norman Group discovered that even highly educated online readers want clear and concise information that is easy to scan. Compound those facts with stress or illness, and the importance of writing health content with plain language is evident.
 
The healthcare industry overflows with digital and print content that is overly academic and clinical. Health marketers and writers play crucial roles in breaking down barriers for patients and caregivers. The challenge is writing compelling web that can be understood by a fifth-grade audience – which is the standard – but does not sound overly-simplified or dumbed down. And it can be even more challenging to convince clinical leaders that plain language is preferable to medical jargon.
 
In this presentation, we’ll discuss what health literacy and plain language are and why they’re essential to increasing conversions and loyalty. We’ll cover how to write in plain language, including understanding your audience, organizing content for scannability and using active voice.

Moderators
avatar for Rick Allen

Rick Allen

Director Content Strategy, Mad*Pow
Rick may not have education in his blood, but it sure overflows his background. Not just his BFA and MA from Emerson College, it’s his work history in Content at Babson College, Boston College, and Emerson College. Now, after supporting Mad*Pow through the content strategy consultancy... Read More →

Speakers
avatar for Emily Broderick

Emily Broderick

Vice President, Aha Media Group
Emily Broderick is the Vice President of Aha Media Group, a boutique content consultancy that specializes in creating content for healthcare brands. At Aha Media, Emily manages product, marketing and talent. She knows it’s challenging to create content in a healthcare environment... Read More →


Wednesday June 27, 2018 1:15pm - 1:50pm
Room 3

Attendees (11)