Three steps towards better health information

Three steps towards better health information

With the need for clear, engaging and accessible patient communication greater than ever, Sally Snow puts the spotlight on our role as healthcare communicators in helping organisations achieve higher standards of health literacy – and ultimately to inspire healthy lifestyle choices and support safe use of medicines.

To protect and improve our health, we need to understand and act on everyday health information.1 But nearly half of working-age adults in England struggle.2,3 As a result, they are more likely to need emergency services and to live with long-term health conditions.2    

Engaging and accessible health information has the power to inspire healthy lifestyle choices and support safe use of medicines. As healthcare communicators, our role is to help organisations, including pharmaceutical companies, achieve higher standards of health literacy.

What is health literacy?

Health literacy is a person’s ability to find, understand and use information to make health-related decisions.4,5 It’s not just about reading and using numbers. It can be influenced by mental health, previous healthcare experiences, and cultural factors. People in lower socioeconomic groups and those in minority ethnic populations are more likely to have limited health literacy.2 Familiarity with, and access to, technology plays an increasingly important role.6

Health literacy is also about a healthcare organisation’s ability to support well-informed decisions about health.4 This may be through talking to healthcare professionals, or by reading, seeing or hearing health information.

A personal perspective

Like most people in the UK, I recently received a COVID-19 vaccine.7 Having just finished a significant health literacy project with The Difference Collective, I reflected on the patient information leaflet while waiting in the observation area. 

It wasn’t a bad example. The vaccine leaflet had a summary of important information. Content was split into short sections with clear headings, which helped me to find the relevant bits. Complex terms were explained using plain language. Crucially, I was able to use it to make decisions about my healthcare.

As a science graduate with more than a decade in the healthcare industry, I don’t fit the typical profile of someone with low health literacy. But, like most people, I struggle to process information when I am anxious, sick or tired. I need clear and simple information to help me make decisions under pressure. 

If I had been reading the vaccine leaflet under pressure, I may have been confused when the patient information abruptly changes into instructions for healthcare professionals. Perhaps audio or video content would help me better understand the complex safety issues. There is certainly room for improvement.

An organisational perspective

Anyone working in the highly-regulated healthcare industry is familiar with restrictions around what we can say and where we can say it – especially to patients. We often hear that we need to use certain words or present information in a certain format. But if, as a result, we produce information that is not accessible, understandable, or easy for people to act on, we have failed in our collective responsibility. 

Where regulatory restrictions which are there to protect people are a genuine barrier to creating understandable health information, we need skilled writers and communicators to work with the regulators at the highest level to find a solution. Public health and safe use of medicines is at stake. 

Three steps towards better health information

A wealth of research has shaped best practice in health literacy, and there is an art to translating these rules into good health communication.8 But there is still work to be done. These are basic steps towards better health information: 

Involve the intended audience: Involve patients or the general public from the start of content development. Listen to a range of voices, including those with low health literacy. They will tell you what they need to know to act on the health information they are given. They may also help identify barriers to understanding or access. Test word choices as well as icons and diagrams. Make sure they are culturally neutral and don’t have unintended meanings.

Check readability: Readability tests look at sentence and word length as an indicator of complexity.9 The UK COVID-19 vaccine leaflet scores 7.7, which is just within the recommended range for the general public (grade 8 or below).10 Readability scores are easy to calculate and writers should use them routinely, but they don’t give a complete picture. Content that is easy to read may not be easy for people to understand or act on.

Make sure content is actionable: Information is actionable if it specifies a clear, achievable action the reader can take. Useful tools for assessing actionability include the Patient Educational Materials Assessment Tool (PEMAT)11 and the Clear Communication Index.12

The pressing need to prioritise health literacy

Health literacy is an important determinant of health and a driver of health inequalities.2 If our goal is to prioritise patient safety and optimise health outcomes, we must first address health literacy. Working with patients and regulators, healthcare communication experts have a key role in ensuring information is easy to find, use and act on. 

The Difference Collective is a group of health literacy experts, communicators and healthcare strategists. We would love to help your organisation refresh or refine its approach to health literacy and produce better health information.  

References

  1. Wolf MS, Davis TC, Shrank W, et al. Patient Educ Couns 2007;67(3):293-300.
  2. Public Health England. Improving health literacy to reduce health inequalities. Practice resource summary: September 2015. Available at : https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/460710/4b_Health_Literacy-Briefing.pdf [Accessed 12 August 2021]
  3. Rowlands G, Protheroe J, Winkley J et al. Br J Gen Pract 2015;65(635):e379-86.
  4. Centers for Disease Control and Prevention (CDC). Health literacy. Website available at: https://www.cdc.gov/healthliteracy/learn/index.html [Accessed 12 August 2021]
  5. Santana S, Brach C, Harris L, et al. J Public Health Management Pract. Epub ahead of print March 12, 2021. doi: 10.1097/PHH.0000000000001324
  6. Sieck CJ, Sheon A, Ancker JS et al. npj Digit Med 2021;4:52.
  7. Package leaflet: Information for the user Comirnaty concentrate for dispersion for injection COVID-19 mRNA Vaccine (nucleoside modified). Available at: https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/1000704/Comirnaty_PIL.pdf [Accessed 12 August 2021]
  8. United States Government, Office for Disease Prevention and Health Promotion. Health literacy online. Available at: https://health.gov/healthliteracyonline/ [Accessed 12 August 2021]
  9. com. Website available at: https://readable.com/readability/ [Accessed 12 August 2021]
  10. Oliffe M, Thompson E, Johnston J, et al. BMJ Open 2019;9:e024582.
  11. Shoemaker SJ, Wolf MS, Brach C. Patient Educ Couns 2014;96(3):395-403.
  12. CDC Clear Communication Index. Available at: https://www.cdc.gov/ccindex/index.html [Accessed 12 August 2021]
Sally Snow

Sally Snow, is a medical writer and communicator with over 10 years of experience in the healthcare and pharmaceutical industries. She specialises in translating technical information for lay audiences and has a particular interest in promoting health literacy.

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Louise Watson

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I have 25 years of consumer and corporate brand-building experience gained working in global network agencies. I am a creative strategist at heart and my client experience across wellbeing, nutrition-marketing and health includes leading award-winning work for Bayer Consumer Health, Kellogg’s, P&G and Unilever. My most recent experience includes 3 years as Chair of Consumer Marketing EMEA at Weber Shandwick where I led the regional client service community and a 12-month contract with Ogilvy leading integrated campaigns.

An impassioned problem-solver, Louise enjoys bringing an audience-centric approach to client issues in order to solve business challenges through strategic communications.

I also lead communication for TEDx Kingston, one of the UK’s largest and most preferred events of its kind.

Elspeth Massey

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I started my career as a journalist working on the newsdesk of ITV Meridian where I honed by skills as a storyteller. Since then I’ve spent the last ten years leading comms teams in three national health charities, including The Stroke Association, Samaritans and Beating Bowel Cancer. I’ve developed and delivered cut-through campaigns that have driven the profile of organisations, achieved wide-spread media relations coverage and subsequent policy change. I’ve loved getting important causes the attention they deserve.

Alex Harrison

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I am a healthcare communications specialist with 20 years’ experience working both in-house and for a leading agency and experience developing and delivering successful communication, corporate responsibility and employee engagement strategies. I have a proven track record of providing external and internal communications strategic advice to all levels including CEOs of major corporations and patient groups. I previously worked at GSK in the communications function in various global roles initially as the Financial and Corporate Media Director, and latterly as the Director of Activation for the GSK Save the Children partnership. During this role I was responsible for the internal and external communications strategy and employee engagement campaign for the company’s global partnership.  

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Angie Wiles

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I’ve been passionate about healthcare communications and the ‘difference’ we can make to patients’ lives for over 30 years now. I thrive on collaborative creative working and believe the freedom to choose to work in a way that best suits a person’s lifestyle produces the absolute best results in terms of productivity and creativity. The Difference Collective brings together the best independent senior talented consultants in the business who want to work differently but still benefit from the support and camaraderie of an agency community that has been purpose built to work virtually.

Anna Gray

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I’m a trusted senior PR professional with over 20 years’ experience of healthcare communications. I’ve held senior positions in agencies for over 13 years and have extensive experience of leading brand and therapy area communications, internal and change communications, issues management, patient advocacy and awareness campaigning, patient involvement, content development, stakeholder mapping and development and media relations (traditional and social). My strengths lie in seeing the bigger picture while keeping an eye on the detail and strong relationship skills. I have a real interest in learning and maintaining health and wellness and am currently studying for a post-graduate diploma in Nutritional Therapy with the Institute for Optimum Nutrition in London.

Becky Jones

Medical Education UK/EU

I am a medical communications expert with extensive knowledge and over 25 years’ experience in the Pharmaceutical Industry. I am innovative and skilled at translating scientific and technical language into clear and simple messages for specific healthcare professional audiences and understand the need to incorporate strategic focus and deliver relevant and compelling stories. Delivering projects for the UK Market as well as Europe, Australia and Canada, Becky has worked with healthcare agencies and companies such as Bayer, Eli Lilly, Napp, Gilead, Mundipharma and Novo Nordisk, I have worked across many therapeutic areas, but is passionate about diabetes, cardiovascular disease, and obesity. And as an advocate of expert to expert communications, I am adept at building and establishing trusted partnerships and collaborations and have a strong network of high-profile thought leaders.

Candida Halton

Behavioural Psychology

I am a healthcare communications specialist with 20 years’ experience working both in-house and for a leading agency and experience developing and delivering successful communication, corporate responsibility and employee engagement strategies. I have a proven track record of providing external and internal communications strategic advice to all levels including CEOs of major corporations and patient groups. I previously worked at GSK in the communications function in various global roles initially as the Financial and Corporate Media Director, and latterly as the Director of Activation for the GSK Save the Children partnership. During this role I was responsible for the internal and external communications strategy and employee engagement campaign for the company’s global partnership.  

Charlie Hobson

Copywriting

I’m a marketing professional turned content writer who’s worked with clients in a range of industries including healthcare over the last 20 years. I’m commercial in approach so working on projects with clear outcomes and KPIs really appeals to me. In The Difference Collective, I’m energised by working with different clients and team members who are real experts in their fields, so we spark off each other creatively. I like that projects get moving fast – we’re hands-on quickly, without the pitches and politics.

Charlotte Messer

Consumer Health PR

I have worked in PR for over 25 years, a career that has been varied and exciting.  Having worked in a variety of sectors, healthcare is the area that I am most passionate about and where I feel most proud and pleased to be making a real difference. After working for agencies and in-house I decided that I wanted to have more control over the way I worked. For me, this meant working in an agile way with talented freelancers so I could ensure clients got to work with the very best people, with teams tailored to each project. I was invited to join The Difference Collective this year, which brings exceptional PR professionals together who all share the same ‘brilliance’ ethos. I am proud to be part of such a great team.

Clare Evans

Global Communications

I’ve worked in the biopharmaceutical industry for over 20 years, both in-house and in agencies including leading UK, EU, Global and regional communications teams at Novartis (Switzerland), Roche (Switzerland) and AstraZeneca (UK and U.S.) in areas such as cardiovascular disease, diabetes, manufacturing, supply and quality assurance, neuroscience, and infectious disease. My focus areas are executive and leadership communications, issues and crisis communications, change management, strategy development, and scientific/product data and launch communications. My experience includes leading the Global communications for the 2009 H1N1 pandemic for Roche HQ in Switzerland and managing issues related to the Japan earthquake and tsunami in 2011, from an employee, governmental, manufacturing and product perspective. I am also a qualified pharmacy technician and previously worked in hospital pharmacies in London and Kent ranging from dispensing OTC and prescription medicines to making chemotherapy for patients

Hugh Gosling

Pharma Content & Insight

Having completed a pharmacology degree and journalism post-grad, I have spent 20+ years writing, editing and managing content and editorial projects in healthcare/pharma. I have worked at independent media organizations (notably as Editor of several industry-leading publications), in-house at global pharmaceutical companies, and within creative agencies. I now bring this broad experience to shape content of all types and formats.

In recent months, I have worked on white papers, in-depth reports, patient-focused materials, corporate slide decks and position papers, blogs/articles, technical papers, sales leaflets and HCP training toolkits. I specialise in advising on and delivering high-quality content, with a particular interest in thought-leading content that delivers real value and insight.

Wayne Page

Digital Communications

I served as CEO of one of the most innovative and successful independent digital healthcare agencies in the UK (big pink) for 15 years, leading a team of experts in creating and implementing some of the most impactful global digital healthcare campaigns for some of the biggest brands in the pharmaceutical market. I played a pivotal role in establishing Pfizer’s first EUCAN (EU and Canadian) digital strategy and created and implemented an innovative ‘digital acceleration programme’ to drive rapid uptake of this new approach. For five years, across 22 markets, big pink under my guidance, led the development and execution of Seretide’s global brand strategy (and tactics) as Agency of Record.

Jo Willey

Media Strategy

I’m a storyteller and story creator, passionate about uncovering that killer “line” I know will be irresistible for journalists and their audiences. I have worked as a journalist on national newspapers for 20 years, latterly at the Daily Express where, as Health Editor, I led the newspaper’s health and science coverage which included three or four front pages a week. I have also written for – and continue to write for as a freelance – titles including the Daily Mail, The Times, The Sun, The Mail on Sunday and The Mirror. After leaving the Daily Express in 2014 I set up my successful consultancy Jo Willey Media, and am now a highly sought after communications specialist working with PR agencies, pharmaceutical companies, businesses and charities offering services including media strategy, storytelling and content development, media training and I am an expert facilitator of advisory boards, meetings and workshops.

Jo Williams

Social Media

I am a highly experienced healthcare marketing consultant who has worked in both client-side and agency roles for over 20 years. My knowledge and experience spans the breadth of the marketing discipline but has particular expertise in strategy development and multi-channel marketing. As well as helping to launch and build successful brands for many of the top 10 pharmaceutical companies, I have delivered numerous projects in the areas of corporate reputation, customer experience, insight development, and social media marketing. I worked as a Senior Client Director for one of the largest healthcare insights and consulting agencies, before going freelance in 2017. I am driven by curiosity, a passion for learning and a drive to keep on top of the latest trends in marketing.  

Julie Saunders

Internal Communications & Change Management

I’ve spent over 20 years working in communications functions of pharmaceutical companies and in global healthcare communications consultancies, which has given me a unique perspective on the intricacies of communication across the healthcare environment. Now, as an independent healthcare communications consultant, I focus on communication strategies, stakeholder mapping, leadership counsel, product and corporate communications and internal communication. I am particularly passionate about working with the pharmaceutical industry to make the concept of patient centricity meaningful, and not just a ‘buzzword’! Joining The Difference Collective has given me an amazing connection with a network of very talented and supportive peers, broadening my client offering through collective, efficient expertise.

Lisa Harper

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I’m a healthcare communications consultant with over 15 years of experience. I worked at two highly respected PR agencies for over nine years before taking the plunge and becoming a freelancer. I’ve worked with GSK, Roche, AstraZeneca and Pfizer. The Difference is empowering; it brings us together in a virtual space where we can focus on delivering top-quality work for clients with the support and resources of the wider Difference community. I love the pace and immediacy and enjoy getting up to speed on new therapy areas and assignments in record time.

Liz Adams

Media Relations

With nearly 20 years of healthcare communications and PR experience behind me, I provide detailed insights into the media landscape and client campaigns. I take pride in devising strategies that will breakdown the barriers to patient understanding and empower them to take action when needed. Health matters. Compelling campaigns allow patients to present quicker, access treatment faster, meaning families stay together for longer and lives can be lived. The Difference Collective is a dream team of talent that takes healthcare communications to another level.

Michelle Healy-Thomas

Design

I am passionate about typography and communicating clever ideas through inspired design. Over the last 10 years, I have successfully worked with a broad range of clients encompassing health and life sciences, beauty, energy, telecommunications and the financial sectors. My client experience includes Sony Ericsson, Great Ormond Street, Dresdner bank, Alliance Boots, Liverpool Victoria and Virgin Media. I have won ‘Design Effectiveness’ Awards for my work on Boots Laboratories and Vitol Energy and am a member of the Chartered Society of Designers, sitting on the judging panel for Corporate design. 

Rod Cartwright

Crisis & Issues Management

I am a strategic communication consultant working with agencies and in-house teams to deliver personal communication preparedness and organisation resilience. I bring a 25-year global PR agency pedigree working with market leaders including Ketchum (Global Corporate Practice Director), Text100 (EMEA Regional Director), Hill & Knowlton Strategies (Director) and GCI (Director) to drive lasting reputational growth and business change.

My focus is on issues management & crisis communication; leadership communication & executive preparedness; thought leadership & corporate reputation; and strategic problem-solving & facilitation. I have considerable expertise across ethical healthcare, OTC, consumer health and medical devices and has worked for healthcare clients including Takeda, Roche Diagnostics, Pfizer Consumer Health, Medtronic, Macmillan Cancer Support, Medco, Allergan and the Motor Neurone Disease Association.

Over the course of my career, I have taken on all that global news events such as the disappearance of Malaysia Airlines’ MH370 and the airline’s subsequent sovereign-led restructuring can throw at you.

Stuart Mayell

Creative & Strategy

I’m a Creative Director with 22 years of undimmed curiosity about health and science. I’ve contributed the insights, innovation and ideas that have opened up opportunities for hundreds of businesses. If you need impact, whether with words, brands or strategy, I can help. I’ve led multi-disciplinary teams across design, video, copywriting, digital and development. In my time in the healthcare communications industry I’ve worked across all main medical specialities, however I have particular experience and interest in oncology, medical technology and vaccines. The Difference offers me the perfect platform to advocate for creativity as the answer to many of society’s greatest health challenges; and the tool to help businesses succeed.

Susan Cuozzo

Medical Education Global

I am an award-winning medical education specialist, accredited publication planner (ISMPP CMPP) and medical writer with a 20+ year track record of creating strategic scientific communications. I have led medical writing and editorial teams across therapeutic areas on global and US accounts for agencies based in NYC. I have worked on over 20 drug launches including agents given fast-track designation by the FDA. I am adept at applying adult learning principles to maximize engagements with any HCP audience and have designed and moderated over 100 advisory board meetings and workshops. My passion is working with thought leaders to bring data to life to ultimately improve patient outcomes. In 2017 I was recognised by Pharma Marketers 360 magazine with an ELITE award for Transformational Leadership and by PharmaVOICE as one of the 100 most inspirational people in the life sciences industry.

Vicki Harper

Client Management

I have been in communications and marketing for over 20 years, working with UK and global agencies. I have well-honed client service skills with an insight-first approach that enable me to craft and deliver effective healthcare communications campaigns with a clear strategy and a defined purpose, delivered on time and within budget. I am attuned to the need to add genuine value to my clients and committed to delivering meaningful results that make a difference. In recent years, I have created global digital influencer and partnership programmes supporting women’s health, as well as consumer healthcare brands, enabling them to reach new audiences and online communities alongside PR. I am adept at managing and delivering complex multiple-territory campaigns for large and small-scale organisations, across public, private and the third sector with a background spanning pharmaceutical and healthcare companies, women’s health, healthcare charities, sports & wellbeing brands and social enterprise.

Louise Watson

Consumer & Wellbeing Brand Marketing

I have 25 years of consumer and corporate brand-building experience gained working in global network agencies. I am a creative strategist at heart and my client experience across wellbeing, nutrition-marketing and health includes leading award-winning work for Bayer Consumer Health, Kellogg’s, P&G and Unilever. My most recent experience includes 3 years as Chair of Consumer Marketing EMEA at Weber Shandwick where I led the regional client service community and a 12-month contract with Ogilvy leading integrated campaigns.

An impassioned problem-solver, Louise enjoys bringing an audience-centric approach to client issues in order to solve business challenges through strategic communications.

I also lead communication for TEDx Kingston, one of the UK’s largest and most preferred events of its kind.