How to Implement
Our nine guiding principles and best practices are designed to be used flexibly throughout your communications process.
Some principles may guide your thinking at the start—shaping your outline, your language, and what patients need to understand first. Other principles may be more helpful later, when you’re creating visuals, refining layouts, or bringing your communication to life. You can use any combination of principles depending on what you’re building.
There are nine guiding principles we use when creating patient communications.
You don’t need to use every principle every time. Choose the principles that best support your audience, your message, and where you are in your workflow.
1
Use Plain Language
Drive health literacy by explaining topics in a straightforward and accurate way.
2
Communicate Visually
Pictures matter. They can help take the most complex information and make it more digestible.
3
Format Materials for Understanding
Design layouts that are purposeful and can be easily navigated.
4
Design for Digital First
Consider how patients want to navigate and engage with information.
5
Demonstrate Empathy for Patients & Caregivers
Value unique experiences and establish an emotional connection.
6
Enable Patient Learning
Help patients gain the knowledge they need to help understand complex topics.
7
Share Qualitative and Quantified Data
Present complete, relevant, and unbiased data with content.
8
Be Culturally Responsive
Recognize and respect cultural differences to ensure information feels relevant, inclusive, and accessible to all patients.
9
Empower Caregivers
Acknowledge caregivers’ roles and offer the clarity and guidance they need to assist patients effectively.