5 Ways Your Health Messages Aren't Working (And How to Fix Them)

Hey there, health communicators. Let’s face it: we’ve all experienced the frustration of crafting the perfect message, only to watch it… fizzle out.

We pour our hearts (and a lot of coffee) into these communications, expecting people to rush to schedule check-ups or sign up for programs. But instead? Crickets.

So, what’s going wrong? Why aren’t people engaging with our carefully worded, thoroughly researched messages?

The answer may lie in behavioral science. As it turns out, our brains are quirky decision-makers—especially when it comes to health. We’re not as rational and information-driven as we’d like to think.

In this article, we’ll explore five common pitfalls that could be undermining your health messages. For each, we’ll break down the problem and provide science-backed solutions to help your communications resonate and drive action.

Let's explore how to give your health messages a behavioral science boost.

1. You’re not actually getting their attention

The Problem:

Picture this: You've spent hours crafting the perfect message. You've agonized over every word, carefully selected each image, and made sure the reasons to take action are front and center.

Congratulations! You've just fallen into what we call the "Interpersonal Empathy Gap."

While you've been focused on this message for hours, your audience will give it less than a second to prove it’s worth their time. You're so invested, it’s hard to imagine someone not caring, but the truth is, they probably don’t. And they’re the majority.

The Solution:

Take a step back and see your message with fresh eyes. Be your audience—they’re juggling dozens of distractions. Have you really earned their attention?

• Focus on the very first thing they’ll see. Is it a subject line? An SMS? A notification? Does it scream relevance, or does it blend into the background of automated reminders?
• The first few words matter the most. Every word needs to pull your audience in. If not, it’s going straight to the trash.
• Don't forget about visuals. Our brains process images faster than text, so forget bland stock photos. Make your visuals speak before they even read the headline.

2. You're overly focused on motivation

The Problem:

When we want people to take action, our knee-jerk reaction is to crank up motivation. We think, "If we can make them want it more, they’ll pick up the phone, schedule that appointment…,” right?

But here’s the catch: when it comes to health, people often already want to act. They know they should. They even plan to… just not today.

The real obstacles are emotional or environmental barriers. Until we tackle these, more motivational nudging won’t make a difference.

The Solution:

• Start with data. Where are people getting stuck? Where are they not taking action? This can help identify bottlenecks such as confusing interfaces or phone trees.
• Identify necessary information. Look for places where users might not have the necessary information to continue. Do they need logins, member IDs, provider names or numbers?
• Investigate the barriers. Ask, "Why would they NOT take action?" Identify ALL the psychological blocks. Is it? fear, confusion, overwhelm, or embarrassment about a condition, test, or treatment.
• Lower those emotional barriers. Focus on removing emotional costs like fear and overwhelm, and prioritize emotional gains like simplicity, peace of mind, and feeling in control.

3. You're providing way too much information

The Problem:

We've all been there. You start with a list of reasons they should take action. It's good for your health. It's good for your family. It's good for your community. It's good for your wallet. Oh, and did we mention there's zero copay?

Then you figure you should really tell them what happens in the visit. It's very simple, just a 5-step process. And if they don't do this, their health risks could go up. We should probably tell them that too.

Aaand now your message is a page long.

The issue? Your members or patients will only read about 20%, that is if they even open it.

Humans are easily overwhelmed with too much information. Now add the fact that healthcare itself is complicated. When you overwhelm your audience, they will tune out.

The Solution:

• Focus on a single, clear action. If your call to action is muddled, requires decisions, or is two steps, you’re raising the cognitive load—and decreasing the likelihood of action. (That doesn't mean you have to cut your message down to one sentence or paragraph. Too little information and your audience won't have the confidence to take action.)
• Ruthlessly prioritize. Put a very clear call to action and a brief rationale at the top. Then include additional information that may address barriers for some people in a secondary position and make sure it's easily skimmable.
• Don’t be afraid of brevity. Write with your eraser. Look for every piece of extraneous information you can cut. Ask yourself: is this information necessary for them to take action?

4. You're accidentally reinforcing negative associations

The Problem:

Let's be real: healthcare is an amazing field, filled with people who want to help us, care for us, and improve our lives. But when most people think of healthcare, they don't exactly get a warm fuzzy feeling.

Even if they believe in the importance of healthcare, their associations are often negative: sterile waiting rooms, shots, hospital smells, scary financial costs, an embarrassing gown. Some may have been disrespected or mistreated.

Without realizing it, we might be triggering these associations with cold clinical imagery, medical terminology, fear-based messages, or an emphasis on risks.

The Solution:

• Use positive language. Focus on benefits, not risks. Instead of “Don’t miss your chance to prevent health issues,” try “Feel more confident with a quick health check.”
• Use gain framing instead of loss framing. Highlight what people stand to gain by taking action, rather than what they might lose by not acting.
• Choose warm, reassuring imagery. Evoke comfort, care, and positive outcomes rather than clinical sterility or fear.
• Address concerns upfront. When possible, acknowledge and address common concerns or negative associations. This can help defuse them and show empathy.

5. Not making the desired action clear and easy

The Problem:

Ever created a patient communication and thought, "I wonder what the patient is supposed to do next?" Probably not. You probably thought every communication you sent had a perfectly clear call to action. But of course it's clear to you – it's YOUR communication.

You might be suffering from the "Curse of Knowledge." This means you're so familiar with the message, you can’t even imagine how someone else might get confused.

This can lead us to use vague CTAs like "Learn more" (probably the most overused CTA of all time) or internal terms that patients might not understand. Or we might create a process that seems simple, but actually involves multiple steps or decisions.

The Solution:

• Clarify the exact action. Make sure you've identified a very specific action. Is it to book an appointment, schedule a test, view an EOB?
• Make sure the action is clear to THEM. Human beings do not like confusion. Clarity + certainty = action. If you're trying to onboard them to care management, do they know what a Care Manager is? Do they think you’re selling an expensive service? If they click or call, what happens? Will they get more info or actually talk to a care manager??
• Make sure the action is clear to THEM. Human beings do not like confusion. Clarity + certainty = action. If you're trying to onboard them to care management, do they know what a Care Manager is? If they click or call, what will happen? Will they get more information? Will they be assigned a care manager? Will they speak to a care manager?
• Map out EVERY action or decision. From finding their login credentials to remembering their PCP to choosing an appointment time, inventory every step. Now, what can you remove or make easier? Every step removed will increase the number of people who take action.
• Use clear, specific CTAs—“Schedule your appointment now” is clearer than “Learn more”. Whenever possible, provide one-click options or direct links to make taking action that much simpler.

Conclusion

And there you have it! Five common pitfalls in healthcare messaging—and how to avoid them with a bit of behavioral science.

Remember, effective communication isn’t just about what we say—it’s about understanding how people think, feel, and act. By applying these insights, you can create messages that cut through the noise and drive action.

So, next time you’re crafting a message, ask yourself:

• Am I really grabbing their attention?
• Am I addressing barriers, not just pushing motivation?
• Have I trimmed down to what's truly necessary?
• Am I avoiding negative associations?
• Is the action crystal clear and super easy to take?

Keep these tips in mind, and you’ll be crafting healthcare communications that inspire action—and make a real impact on people’s lives.

Now, go forth and change behavior with better health communications!

About Live Neuron Labs

We’re passionate about bridging the gap between behavioral science and healthcare communication. We specialize in training and consulting with healthcare teams to create health messages that drive action using evidence-based behavioral science principles.

Our team of experts can:

• Train your team to apply behavioral science principles
• Develop tailored solutions for more effective messaging
• Analyze your communication strategies
• Identify areas for improvement using behavioral insights

Whether you’re looking to improve patient engagement, boost program participation, or drive better health outcomes, we’re here to support you.

Ready to transform your health communications? Message me on LinkedIn or email [email protected] and let’s make a difference together.