Heathcare content marketing: how to sound real

How to build trust by sounding human in healthcare content marketing


When it comes to computers, I like a lot of real estate. With all the apps, palettes, and calendars crowding my screen, I work best using two monitors.

So when I finally replaced my 10 year old Mac Pro with a new iMac, my first order of business was hooking up a second monitor. That sounds pretty simple, right?

My big fat connector cable acronym

But to find the right cable to connect the iMac to the second monitor, I had to figure out a profusion of connector cable types. And each cable had an acronym that meant nothing to me.

Here’s just a few connector cable acronyms: VGA (old school analog); RCA (circa 1940); DVI-D and DVI-I (don’t ask about the difference!); HDMI (don’t forget the Mini and Micro versions!); Display Port, and MiniDisplayPort (also called Thunderbolt for some reason).

This cable confusion got me thinking about the use of acronyms in healthcare content marketing.

All about healthcare acronyms

The healthcare sector loves, loves, loves acronyms! Often, even the experts don’t know what all they mean.

And I hear new ones every day. Sometimes I imagine that healthcare acronyms get together in the middle of the night and have little acronym babies!

Who is your audience?

Do you have a key audience for your healthcare content marketing? You should. And your content has to be accessible and relevant for that audience.

Learn more about our healthcare content marketing and SEO services ››

Now, if your audience is healthcare insiders, go ahead and use a few acronyms. But don’t assume your audience knows what they all mean. Instead, the first time you use an acronym, spell it out as well.

On the other hand, if your healthcare content marketing is aimed at a patient population, don’t use them. Once they spot an acronym, they will click away.

Healthcare content marketing: tips for sounding real

No matter who your audience is, you need to sound human to produce effective content marketing.

Besides avoiding acronyms:

  • Make sure your content sounds like it was written by a real person. Tip: Imagine you are writing to just one person: what are they like?
  • Address your audience directly. Use “you” — not “they” or “patients”. And use “we”, not your organization name.
  • Try reading out loud what you write. Does it sound natural? Also, if a sentence takes more than one breath to read it out loud, it’s too long.
  • Show, don’t tell. Use stories to engage your audience and build trust.

Want to know more?

We just posted a case study on healthcare content marketing. Click the button to view.

Link to case study

Are you a healthcare acronym expert? Take our quiz!

What do these acronyms stand for? Be the first to email me with the correct answers, and I’ll send you a copy of the book Simplicity: Conquering the crisis of complexity by Alan Siegel. Have fun!


The tea bag was introduced in 1908 by Thomas Sullivan of New York.