If you want your health content to actually support and empower patients, here are some key mistakes to avoid – and why steering clear of them matters.
Even with the best intentions, it’s easy to fall into habits that make patient-facing content harder to understand, less engaging, or even off-putting. When people are searching for health information, they’re often feeling overwhelmed, anxious, or confused. The last thing they need is content that adds to that stress.
This blog post looks at what to avoid and how to make sure you don’t unintentionally confuse, overwhelm, or alienate your readers when writing health content.
1. Overloading with Too Much Information
What it looks like:
Trying to cram every detail, explanation, or possible scenario into a single article or page.
Why it’s a problem:
Most patients aren’t looking for an in-depth medical paper – they want answers they can understand and act on. Bombarding them with dense paragraphs, complicated case studies, or long-winded background information can lead to information fatigue. This is especially true on mobile, where walls of text are even harder to digest.
What to do instead:
Stick to what’s immediately useful. Keep your content focused and relevant. Prioritise clarity and structure over completeness. If there’s more to say, offer a simple explanation with the option to learn more via a link or a separate resource. Think bite-sized, not encyclopaedic.
2. Assuming Prior Knowledge
What it looks like:
Using abbreviations, jargon, or medical terminology without context, like saying “apply BID” or “check your INR levels” without explanation.
Why it’s a problem:
Health literacy levels vary widely. While some readers might be familiar with medical language, many won’t. Skipping explanations can leave people confused, discouraged, or feeling like your content isn’t meant for them. It also risks misinterpretation, which can be dangerous when it comes to treatment or self-care.
What to do instead:
Use plain, accessible language. When medical terms are necessary, define them briefly and clearly (e.g., “a topical corticosteroid – a cream that reduces swelling and irritation”). Analogies and everyday comparisons can also help make complex ideas easier to grasp. Imagine you’re talking to a friend or relative who isn’t in the healthcare field.
3. Using Fear-Based or Overly Clinical Language
What it looks like:
Scare tactics like “If left untreated, this could be fatal” or cold, formal phrasing such as “The patient may exhibit symptoms of…”
Why it’s a problem:
Fear doesn’t educate – it intimidates. And when people feel judged or frightened, they’re less likely to absorb your message or take positive action. Clinical detachment, on the other hand, might work in academic writing but feels impersonal and distant to the average reader. Patients need to feel seen, heard, and supported.
What to do instead:
Speak with warmth and empathy. Choose language that’s hopeful and encouraging: “Early treatment can make a big difference” is far more effective than “This could get worse if ignored.” Write directly to the reader (“you”) and show that you’re on their side. Your goal is to motivate through understanding, not shame.
4. Being Vague or Incomplete
What it looks like:
Leaving out important details like when to seek help, how long symptoms may last, or what to expect from a treatment.
Why it’s a problem:
Vague content can leave patients feeling uncertain and unsupported. It can also lead to unnecessary worry or missed opportunities for care.
What to do instead:
Be clear and specific. If you mention a treatment, explain how it works and what someone might experience. If you discuss symptoms, include when it’s important to contact a healthcare professional.
5. Ignoring Accessibility
What it looks like:
Publishing dense blocks of text, using overly decorative fonts, or relying on visuals without alt text.
Why it’s a problem:
If your content isn’t easy to read or navigate, it can alienate patients with visual impairments, neurodivergence, or low literacy levels.
What to do instead:
Use short paragraphs, clear headings, and bullet points. Ensure your content is readable on all devices. Add alt text to images and use accessible font choices and sizes.
6. Forgetting Cultural Sensitivity
What it looks like:
Using language, examples, or imagery that assumes a one-size-fits-all approach to health or lifestyle.
Why it’s a problem:
Cultural assumptions can make patients feel unseen or judged. It can also lead to advice that doesn’t apply to their lived experiences or beliefs.
What to do instead:
Be inclusive and culturally aware. Use examples that reflect a range of backgrounds and lifestyles. Avoid stereotypes, and consider how advice might be received across different communities.
7. Skipping the “What Now?”
What it looks like:
Explaining a health condition without offering clear next steps or resources.
Why it’s a problem:
Even if the information is accurate, it’s not helpful if the reader doesn’t know what to do with it. Patients are often looking for guidance, not just education.
What to do instead:
Always include actionable steps. Whether it’s “speak to your GP,” “try this home remedy,” or “track your symptoms for a week,” help your reader feel empowered to take the next step.
Why It Matters
Avoiding these common missteps isn’t just about style – it’s about creating content that works. Patient-centred writing should be clear, compassionate, and empowering. It should break down barriers, not build them.
Whether you’re creating a treatment guide, symptom explainer, or aftercare instruction sheet, the goal is the same: help the reader feel informed, confident, and cared for.
By stripping away complexity, avoiding assumptions, and speaking with humanity, you can make a real difference in how people engage with their health – and with your brand.
Need Help Writing Compassionate, Patient-Friendly Content?
If you’re a healthcare brand, clinic, or wellness provider looking to create content that genuinely connects with your audience, I can help.
I specialise in turning complex medical topics into clear, reassuring copy that patients can actually understand – and act on. Whether you need website content, treatment guides, product descriptions, or educational blog posts, I write with empathy, clarity, and strategy.
Let’s create health content that builds trust, supports patients, and reflects your brand’s values.
Ready to work together?
Get in touch today via email or book a discovery call to chat about your project – I’d love to hear what you need.
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