Medical Marketing & the 4 Types of Literacy to Consider

Marketing a medical device, medical therapy, or medical practice requires meeting clients and patients on their literacy levels—and I’m not just talking about reading comprehension. There are four distinct aspects of literacy that marketers and doctors need to understand to effectively reach consumers. Along with reading literacy, marketing materials need to meet patients at their computer, language, and health literacy levels.

Reading Literacy

Low literacy or illiteracy can present a challenge for both medical professionals and patients alike. It can also be problematic to reach those with lower reading comprehension with your marketing while not “talking down” to others. Marketers can effectively bridge this gap by keeping the tone conversational and using simple, clear language. It may also be a great opportunity to expand your marketing to include more mediums such as a podcast or YouTube channel which can accommodate those who dislike or struggle with reading.

Computer Literacy

The computer forever changed the way we market our information, but many adults, especially those 65 and older, don’t feel proficient enough to use technologically advanced online offerings. Even finding a blog on a website can feel daunting. Printed educational materials such as flyers and pamphlets can help these clients access information in a comfortable way.

If you choose to only have digital resources, make sure they’re easy to navigate. Medical practices might consider offering an in-office class on how to use the patient portal. Device and therapy companies may consider having email attachments clients can open to learn more about their product or work. Make it known that they can always call a live person for help and don’t need to use the computer if don’t want to or have trouble with it.

Language Literacy

Sometimes, literacy isn’t a matter of being able to read and write but is rather about reading, writing, and speaking in the same language. America is a melting pot of cultures and ethnicities, which also means clients and patients could be Limited English Proficient (LEP). Of the total foreign-born population in the US, 19.3% reported their English skills were “Not Well” and an additional 9.6% reported their abilities as “Not at All.”1

Like with all marketing materials, keep your language simple and free from medical or industry jargon. Avoid using idioms, which don’t tend to translate across language or culture. Also, before you hit the Google translate button and copy/paste the result, remember that misunderstandings and muddled translations throughout history have had some interesting consequences, from President Jimmy Carter insulting the entire country of Poland to Michelangelo creating a statue of Moses with horns. Don’t take that risk with marketing materials; get them professionally translated.

Health Literacy

The Affordable Care Act defines health literacy as “the degree to which an individual has the capacity to obtain, communicate, process, and understand basic health information and services to make appropriate health decisions.”2 Regardless of whether someone struggles with reading, computer, or language literacy, many consumers and patients still have low health literacy.

Low health literacy makes navigating the healthcare system and engaging in self-care and treatment plans very difficult. Educational materials need to be clear when explaining a diagnosis, outlining a medical therapy, or listing steps for using a medical device. An FAQ page on a website can also go a long way to helping patients and consumers who may not know what questions to ask.

When it comes to medical marketing, it’s simple. Clients and patients want accurate, easy-to-use information that helps them protect and promote their health and wellness. Literacy of any sort can be a challenge for those who don’t have it. Help your clients or patients by meeting them at their literacy levels in your marketing.