One of the beautiful things about the written word is that it can last forever.
One of the terrible things about the written word is, yep, it can last forever.
That’s why it matters that we choose our words carefully — because whether they’re good or bad, they “stick.” Perhaps now more than ever, healthcare messaging will have a lasting impact on patients.
The COVID-19 pandemic has brought a universal wave of emotion to the surface. Panic, fear, anger, confusion are feelings we’re all dealing with. Empathetic communication in healthcare lets patients and consumers know you’re right there with them. They’ll see you’re ready to help them with whatever they’re going through.
I appreciate the way bestselling author and scholar Brené Brown describes empathy: “feeling with people.”
Here are five ways your healthcare writing can show you’re feeling with patients:
Hard as it is to believe, one day the pandemic will be over. What will be left are your words and actions from this time. As you look at your communications, ask yourself:
What they remember from this time will be part of your legacy of empathy. Build it well.
Pre-pandemic, many patients were already anxious when they visited a hospital. Now they’re facing new rules about visiting and hygiene. It’s important that they feel safe and cared for from their first connection with your organization. Often their first connection is your website, a brochure or a TV ad. For instance, you could build a strong connection by using imagery that reflects your brand but also relates to the current times and shows caring and optimism.
Social distancing is such a part of our culture now. It’s vital not to add another layer of distance with words. Writing with transparency and empathy shows you’re a trustworthy caregiver.
Life is stressful enough. Make it simpler for your visitors by making your website easy to use.
Don’t bury the information people are looking for most. Present your condition and treatment pages, contact information and find-a doctor-feature. For instance, the provider search function will be more accessible if:
New information about COVID-19 and reopening should also be front and center and relevant links clearly placed.
Many illnesses and treatments are hard to understand. Create content that clearly explains each step of the diagnosis and treatment process in everyday language. Make your new COVID-19 guidelines as plain as you can. Your visitors will be grateful.
The phrase “new normal” definitely applies to life these days. Despite having already worn out its welcome, it’s a phrase that will probably be around for a while. But let’s not forget some of the “old normal,” which is what sets your organization apart in the first place. Empathetic communication is found in your voice — familiar, caring, knowledgeable. It’s you, showing up for patients like you always have.
A sense of normalcy can help ease their fears during a time of disruption. Don’t shy away from revisiting or revamping older messaging, as long as it’s still relevant. While you may need to refresh it in the context of COVID-19, your community will find comfort in a familiar voice. Clear, warm messaging they recognize as your “signature” brings a sense of stability.
Your marketing materials have always set the stage for a great experience. These days, patients feel more vulnerable because they’re facing new experiences in care. Communicate with empathy and show you’re ready to meet their needs. Then patients will see your organization for what matters most now: as their caring advocate, expert resource and healthcare hero.
Carol Williams
Carol is a senior content writer with WriterGirl. She has been a marketing writer for a few decades now. The challenges of persuasion and problem-solving keep her intrigued about creating content for the digital healthcare world. More than anything though — whether she’s writing or editing — she just likes playing with words.
The original version of this page was published at: https://www.writergirl.com/empathetic-communication-in-healthcare-is-vital-post-covid/
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