Proven: Physicians Prefer Plain-Language Marketing

July 2, 2024

As the saying goes, people remember 90 percent of what they do, 50 percent of what they see and hear, and 10 percent of what they read.

// By Ahava Leibtag //

Ahava LeibtagIt’s hard to absorb new information through reading. Especially when you’re reading about a complex topic like health information. That’s why plain language is crucial in health care marketing. It’s easier for readers to understand — and act upon — clear communication.

But the case for plain language doesn’t apply only to patients. Plain language is just as important in physician marketing (and we can prove it).

Understanding Physician Marketing

Physician marketing simply means marketing to doctors. As a hospital marketer, you may market to physicians to bolster recruitment and referrals. As a health care business-to-business (B2B) marketer, physicians represent a segment of your key decision-makers.

Health care organizations market to physicians through thought leadership content and sales materials. When engaging with health systems or making purchasing decisions, physicians often read:

  • Case studies
  • White papers
  • Research reports
  • Web content
  • Product brochures
  • Comparison charts

Marketing to doctors is different from marketing to patients. Health literacy isn’t a concern with this audience — they understand the jargon, complexities, and nuances of health.

That should make physician marketing simple, right? Not quite.

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