The specialists in medical marketing they have a more complicated mission than it seems; explain complicated topics in a way that is easy for a variety of audiences to understand.
To establish yourself as a better medical writer, avoid these common mistakes.
Top 5 Writing Mistakes Made by Medical Marketers
Excessive use of medical jargon
There’s a time and a place for medical jargonand that place is not medical writing or communications from marketing that you expect the average person to understand. Even if you’re trying to establish yourself as an expert, it’s completely fine to use more common terms for ailments or conditions. While the characterization of a heart attack as a myocardial infarction is accurate, “heart attack” gets the point across more clearly to the vast majority of audiences.
Take too long to get to the point
The urge to explain as much as possible is understandable, but if you take too long to get to the point, readers will tune out. Get rid of any “fluff” in your writing and remove any sentences that are repetitive. No matter the content, you want to make sure you can report without making it too long or too complicated.
Not sharing enough details
In all medical communications, a writer must instill confidence and assert a sense of authority. Vague claims unfortunately undermine that authority and can make content feel like misinformation.. Readers are more likely to respond to your message if you break it down into more specific terms.
For example, writing that many people will get skin cancer if they don’t protect themselves from the sun is not authoritative. Stating that two out of three Australians will have skin cancer by the time they turn 70 is a fact and makes the reader consider the data point.
Disregard the audience
It is important that medical writers consider your audiences, especially given the huge differences in knowledge and sophistication between HCPs and non-HCPs. If you are writing with a patient in mind, the content should involve much less knowledge than material directed at a doctor. Tailoring your content as needed will ensure it resonates with your intended audience.
Not double checking for errors
It is necessary to review your content before publishing it, especially in a business where it is so important to be objective. Misspelling a number, for example, can completely change the meaning of a statistic or study, which could significantly undermine its authority. It’s a simple step to ensure accuracy, not to mention preserve your reputation as a writer and communicator.
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