Alt: Health Literacy in Action Conference. Register now! October 25–26, 2018 UMD — College Park, Maryland. hlactionconf.com. Cohosted by: Consumer Health First, University of Maryland School of Public Health, CommunicateHealth, Institute for Healthcare Advancement.
If you’re reading this, there’s a good chance you share our ❤ for health literacy. So this week, we wanted to tell you about an upcoming event we think you’ll also ❤: the Health Literacy in Action Conference (HLiA) happening on October 26 in College Park, MD.
The HLiA conference will bring together some of the most dedicated health literacy fans in the field (the Horowitz Center for Health Literacy! the Institute for Healthcare Advancement! yours truly!) for a deep dive into the principles and best practices of health literacy. We’ll be sharing the stage with health professionals and advocates from diverse organizations, all united by a passion for improving health literacy.
At HLiA, you’ll:
Learn practical tips for improving your health materials
Alt: A heart-eyed doodle clutches a screen. The screen displays a webpage that reads, “The thing you’re here to do” and a button that says, “Do that thing!” The doodle gushes, “It’s…it’s so beautiful…”
(First, apologies for that title. We couldn’t help ourselves.)
Here’s a true thing, dear readers: government websites often get a bad rap. This makes sense, since people often visit them to do or find something very specific and un-fun — like signing up for insurance or downloading a tax form. In these moments, the stakes are high and there’s a good chance that users are already frustrated. Too much jargon and annoying usability issues only make things worse.
That’s why we wanted to share our top 3 tips for creating user-friendly government websites — and showcase some sites we ❤.
1. Make it easy for people to do the thing. Most people don’t visit government websites for kicks. They need to get something done or find something out. So don’t make them read through a massive history of your agency or wade through a sea of reports to get to the content they need.
Case in point: HealthCare.gov. Shopping for health insurance can be super overwhelming and it sure isn’t most people’s idea of a good time. HealthCare.gov’s homepage features big buttons with some of the most common action steps, like signing up for a plan. One click and you’re on your way.
2. Don’t assume your users are insiders. If you work for the government, you probably know the name of every department and program in your agency. But guess what? (That’s right, you guessed it.)
We ❤ how Vets.gov uses everyday words in the site navigation to guide people through the benefits available to Veterans and their families. The site doesn’t assume that people already know the ins and outs of the VA health care system or the names of all the VA programs. It just invites people to explore and apply for benefits. Zero insider knowledge necessary.
3. Don’t be afraid to be human. It’s okay to show a little personality or emotion — really! It might even be the key to engaging with users.
The folks behind Smokefree.gov aren’t afraid to tap into the emotions of their users. In fact, that’s a big part of how they help people quit smoking. They tell visitors that quitting is a journey. They encourage people to be proud on their Quit Day and reassure them that a slip-up doesn’t mean they’re failing. A little empathy can go a long way.
The bottom line: Government websites really can be clear, easy to use, and even fun!
Alt: A doodle lies on a couch, happily watching a movie on their computer. From the movie, we hear, “That’s all you got, lady — two wrong feet in…”
Here at We ❤ Health Literacy Headquarters, we ❤ movies that put real-world public health heroes in the spotlight. Bonus points if that hero is played by a trash-talking, leopard-print-wearing, evil-corporation-fighting Julia Roberts. That’s right, dear readers — we’re talking about the 2000 biopic Erin Brockovich.
This award-winning film follows Brockovich as she exposes how the Pacific Gas & Electric Company (PG&E) poisoned the residents of Hinckley, California, by contaminating their water with cancer-causing hexavalent chromium. She digs up the dirt, gets the victims organized, and helps win a record-setting $333 million settlement in a class-action lawsuit.
She must be an Ivy League-educated lawyer, right? Or a privileged, polished, public health expert? Nope. At the time, Brockovich had no legal training, no public health experience, and none of her adversaries’ sense of boardroom propriety.
Nevertheless, her actions exemplify some of our favorite best practices for protecting the health of vulnerable communities.
Use plain language. While PG&E’s corporate lawyers use jargon and fine print to intimidate and confuse the victims, Brockovich tells it straight: “You were lied to. You’re sick and your kids are sick because of those lies.”
Build empathy with community members. Brockovich goes door to door in Hinckley, looking people in the eye, sitting at their kitchen tables, and learning their stories.
Make the stakes personal. Rejecting a low-ball settlement offer from the PG&E corporate lawyers, Brockovich points to their water glasses: “We had that water brought in special for you folks. Came from a well in Hinckley.”
The movie’s humor stems from a mismatch between perceptions of Brockovich (that she’s uneducated, unprofessional, and therefore incompetent) and her actual ability to tenaciously pursue facts, stand up to corporate strong-arming, and help right societal wrongs.
The bottom line: Never underestimate the role of community members and non-experts in protecting public health. Oh, and go watch Erin Brockovich.
alt: An adventuring doodle peers out from behind some foliage, binoculars in hand. In the background, a second doodle diligently types away at a computer. The adventuring doodle exclaims: “Behold the majestic meeting note taker. Marvel as they capture next steps with ease!”
In our newest series, Health Literacy in the Wild, we’re showing how you can apply health literacy principles in your workplace. Today’s edition will help your projects run more smoothly and your team stay more organized.
Here’s how to draw from health literacy best practices to become a note-taking rockstar:
Summarize next steps. If you’re pressed for time and can’t record anything else, jot down the next steps, who’s going to do them, and when they need to be completed.
Keep it brief.Remember, you’re writingmeeting notes, not a meeting transcript. Keep your notes focused on major updates, decisions, and next steps. Just like any well-written health material, the most helpful meeting notes are scannable and easy to read.
Use active voice. We ❤ active voice for pretty much all writing, but it’s especially important in meeting notes. “Kate will revise the fact sheet” is a lot more helpful than “The fact sheet will be revised.” (Also, there’s no shame in getting by with a little help from the zombies if you have trouble telling the difference between active and passive voice.)
Be specific. The best meeting notes are the ones that anyone can pick up and understand — even someone who wasn’t at the meeting. Instead of “Change the color to blue,” try “Pat will change the call-out box background color to the blue from the 9/22 color palette.”
Share notes soon after you meet. It’s good practice to jot down notes during a meeting, clean them up immediately after, and send them out within a day. This way, you’ll help keep your team on track!
The bottom line: Your team will thank you for taking clear, actionable meeting notes. And that’s a health literacy win!
alt: Two doodles with cats on their heads are chatting outside. One doodle says, “…and that’s why I LOVE this new cat head support group!” The other responds, “Awesome! Is it cool if we quote you?” In the background, a third doodle excitedly shouts, “Woo hoo!”
As plain-language-loving health communicators, we’re always looking for simple ways to share information clearly and effectively. This week, dear readers, we’re talking about a super useful tool for enhancing your plain language health content: including quotes from the target audience.
So why do we ❤ quotes in health content so much?
They can make your content friendlier and more relatable. Quotes from your target audience give content a valuable personal touch that helps readers better understand how information applies to them. Quotes can also inspire trust and confirm that the information you’re sharing is reliable.
For example, if you’re trying to encourage parents to take steps to keep their kids healthy, including a quote from an actual parent can help personalize the message and add credibility.
Get active with your kids! Try to find activities you enjoy together, like taking a walk or going for a bike ride.
“My daughter and I love to dance together. We spend a few minutes before dinner dancing to our favorite songs — and sometimes the whole family joins in!”
They help reinforce your messaging and inspire action. Quotes are a great way to reach audiences that may be hesitant to take the next step in their health journey. Your readers may be more inspired to change their behavior if they hear real-life success stories from people they can relate to.
For example, if you’re trying to encourage people with depression to seek help, it might be easier for a reader to follow advice from someone who’s been in their shoes.
If you think you may be depressed, getting help is the most important thing you can do.
“I’m really glad I talked to a counselor. He helped me remember that I’m not alone — and I have a lot of support.”
The bottom line: Quotes from real people can help you connect with your audience and emphasize the importance of your messaging.
Alt: A confused doodle reads instructions on a pill bottle: “Take 2 pills 4 times a day.” In the next pane, the same doodle reads better instructions on a pill bottle: “Every day, take: 2 pills in the morning, 2 pills at 12 p.m. (noon), 2 pills in the evening, 2 pills at bedtime.” The doodle says, “Now I get it!”
Here at We ❤ Health Literacy Headquarters, we love to keep sentences and paragraphs short and sweet. But what happens when you really need a lot of words to communicate something clearly?
Our advice: if it’s a choice between brevity and clarity, choose clarity every time. Health information can be complicated! And sometimes you just need more words to tell your readers what they need to know.
Let’s look at a couple of examples. Which of these options works best?
Your out-of-pocket maximum is the most you have to pay for covered health care services in a plan year.
Your out-of-pocket maximum is the most you have to pay for covered health care services in a plan year. After you spend this amount on deductibles, copayments, and coinsurance for in-network care and services, your health plan pays 100% of the costs of covered benefits.
In this case, longer is definitely better, right? The second sentence (courtesy of HealthCare.gov) gives helpful context for a tricky health insurance-related term.
In general, it’s best to fight the urge to use a more jargony phrase just to lower your word count. Here’s another example:
You may have swelling at the injection site.
You may have swelling where you got the shot — usually on your upper arm.
Again, more words — but way clearer.
So remember, dear readers, a higher word count isn’t always the enemy. And you can still look for opportunities to break up longer sentences and “chunk” your content into bulleted lists or short paragraphs.
The bottom line:Sometimes, writing in plain language means using more words — and that’s okay!
alt: A doodle stands in a morgue, reading “The Butchering Art”
Picture this: a young surgeon dissects a cadaver in the basement of a teaching hospital. With his bare hands, he rummages around in decomposing organs, palpates the heart, and examines the brain. Then he wipes his hands on his bloody apron, walks upstairs to the maternity ward, and with those same hands… delivers a baby. Dun dun duuun!
That’s just one of many gruesome scenes in Lindsey Fitzharris’s book, The Butchering Art. Fitzharris shows us surgery in the bad old days before germ theory and antiseptics, tracing the path of medical progress through the central figure of Joseph Lister. That’s right — the man who inspired Listerine!
As Lister searches for a way to prevent post-operative infections, Fitzharris treats us to plenty of shocking historical details — including a surgeon who amputated a leg so fast he also lopped off a testicle. But what really stands out in this tale is the importance of 2 basic rules of public health:
Use evidence-based practices
Share information with partners
The case of Ignaz Semmelweis is a great example. Fitzharris explains that this doctor figured out how to prevent puerperal (or childbed) fever a full 20 years before Lister announced his antiseptic system. Semmelweis guessed that surgeons were transferring “cadaverous particles” from corpses to laboring mothers, so he set up a handwashing station. And boom! No more childbed fever.
But did Semmelweis become a public health hero? Was childbed fever a thing of the past? Sadly, dear readers, that’s a big nope. No one believed him, and he died in a mental institution “raging about childbed fever and the doctors who refused to wash their hands.”
Lister faced much the same resistance from the medical community when he introduced his antiseptic system, and way too many people died of preventable infections before the health care system got its act together.
The good news is, we can learn from this gory history lesson. Next time the evidence supports a new way of doing things (like, say, using plain language in your health communications), work with partners to create policies that fit the facts. It’s much more productive than putting progressive thinkers in an asylum.
The bottom line: Read The Butchering Art to learn how antiseptics made surgery a lot less disgusting.
alt: Three identical images are titled “Breastfeeding”, “Chestfeeding” and “Nursing”. In each image, a peaceful looking doodle sits in a comfy armchair, lovingly holding a baby doodle to their body to feed.
We’re always on the lookout for health literacy in the news. So earlier this month, we were psyched to see a joint statement on the term “chestfeeding” by La Leche League’s USA and Canada chapters. We got even more excited when we saw that they’re using tried-and-true health communication strategies to back it up.
“Chestfeeding” is a term that many transgender men and gender non-binary parents use to describe feeding their children with their bodies. It’s another word for the action more commonly known as “breastfeeding” or “nursing.”
As La Leche League explains, they’re not replacing the term “breastfeeding” with “chestfeeding.” Rather, they’re encouraging their volunteer leaders to tailor language to match the terms that parents themselves prefer to use. That’s right, they’re using the language their audience uses — and you know how much we ❤ that.
Gendered language can contribute to health disparities by making it harder for transgender and gender non-binary people to seek — and receive — quality care. We’ve previously written about other ways that health communicators can be welcoming and inclusive of transgender and gender non-binary audiences, like:
alt: A person sits at their kitchen table surrounded by many devices with screens, including a phone, tablet, laptop, kitchen appliances, and a drone. Their cat is next to them, videochatting with a dog.
How are you reading this right post now, dear reader? On a laptop? A smartphone? Your refrigerator, perhaps? Okay, probably not on your refrigerator, but you never know. Much in the way we can’t predict a person’s health literacy skills, it’s pretty much impossible to predict the device that users will be accessing health websites on these days.
Fortunately, there are things you can do to make sure your website will work well for all users on all their devices. Check out our tips.
Test your site on a variety of devices. It seems like everything has a screen now (see above-referenced refrigerator) — and that means a lot of different screen sizes. Checking your site on a variety of screens can help troubleshoot problems before you get too far into site development.
Content is king (and queen!). Remember that your content is the most important part of your site. So when you’re looking at your site on various screen sizes, pay special attention to how the content looks. Does anything important disappear on a small screen? Prioritize fixing that before fine-tuning the fancier design elements.
Keep connection speed in mind. Internet speeds can vary a lot, so be sure to test your site with slower-than-ideal connection speeds. You don’t want someone to get frustrated and leave your site because the homepage is taking too long to load.
Design for easy clicking. When designing buttons and links, remember that people might be clicking with lots of things — trackpads, mice (mouses?), tiny fingers, or giant thumbs. Will your elegant-yet-miniscule buttons be easy to tap on mobile screens? Probably not — so shoot for large, clearly-defined targets.
The bottom line:Design your website so people can read your content on a smart toaster in a remote mountain town. (We may get there sooner than you think.)
Alt: Two doodles stand together, looking unamused. One of them asks, “…is there something you want to tell us?” to a third doodle, who stands, shrugging, in front of a giant elephant.
True or false? As health communicators, it’s our job to clearly communicate what we know. Okay, that was a trick question. It’s true, of course — but it’s not the whole story. Why? Because it’s also our responsibility to clearly communicate what we don’t know.
In health communication, it can be tempting to steer clear of the unknown. When you want to be seen as an expert, putting what you don’t know in writing can feel a little “off script.” Public health authorities and organizations may worry that admitting what they don’t know will make them seem non-credible or untrustworthy.
But guess what? It’s actually the opposite! Being transparent and telling your audience what you don’t know can build trust in your health messages.
Say you’re writing a fact sheet with findings from a local environmental health assessment. Your audience is a community that’s located near a former factory, and residents have voiced specific health concerns that the assessment aimed to address.
In terms of results, you have a list of things you know for sure — for example, the water’s safe to drink. But the assessment also produced results that aren’t so clear — for example, it’s possible that the soil isn’t safe for growing food, and you need more tests to know for sure.
So, what do you say about those fuzzy findings? Just be direct: “We don’t have enough information to say for sure if the soil near the factory site is safe for growing vegetables. The health department wants to do more tests to find out.”
This kind of openness might seem radical — but in the absence of clear answers, full transparency is the way to go. So fight the urge to be vague or dodgy! Your audience will thank you for telling them the truth.
The bottom line: Transparency builds trust with readers — so embrace the unknown in your health writing.
