The session explored key pillars of designing patient communication; introduced under the context of the importance of understanding health literacy… did you know the reading age of the UK population is just 9 years old! How many science writers and medical approvers steeped in Pharmaceutical industry experience consider that when creating and reviewing materials?! Sumira took the audience through the concept of health literacy and how this differs from general literacy, challenging the audience to focus on comprehension, inclusiveness and writing to how people read.
Using various examples, the audience broke into groups to critique examples of materials, against the key pillars of patient material development:
Working in groups, participants focused on critiquing materials, as well as a variety of publication types, to get people thinking about target audiences and how the content, language and tone reflects on a brand.
In the feedback session the audience provided some fantastic views on what works and what doesn’t, identifying the new filters they applied to the critical review of information. Feedback from audience members tells us the session was successful in proving them with confidence in developing patient focused assets and research materials, considering key criteria such as the audience, health literacy, vocabulary, sentence construct, active language and tone.