Overcoming Attachments

Attachments

No, we're not talking about email attachments. We're talking about source language attachment and how it affects Plain Language Writing.

There are various reasons why someone would push back on to terminology that our writers need to use in favor of the source language. Often, this pushback unnecessarily inhibits Health Literacy and Plain Language efforts.

Here are 4 source language attachments that affect Plain Language:

1. Legal Attachment

Copy that is created by your Legal Division creates a strong attachment because it is written by legal experts and often serves an important corporate need. If the legal copy is about understanding legal rights, those legal concepts should be written in Plain Language.

Remember: Legal copy should not inhibit readability and understanding.

2. Emotional Attachment

Certain forms of push backs exhibit an emotional attachment to the negative associations with the terminology. A strong example of this is the word "drug" as opposed to "medication" or "medicine." There is fear that the term will negatively impact the brand even though that is the term that many use at the 4^th grade level.

Remember: Plain Language uses terminology that is understood and used by the target audience.

3. Information Attachment

Separating the "nice to know" from the "need to know" is harder than you may think. Writers and Health Experts have a hard time letting go of information that may not benefit the reader as much as they think it would. It may also be information that is based on a medicalized approach and stops the reader from going forward with interest. The organization of information is also affected by what the writer knows is important medical information, but doesn't always promote the information that drives the behavior.

Remember: Information in Plain Language is only good if it affects behavior.

4. Design Attachment

A polished design may look good, but is not always effective in driving behavior. Plain Language Design concepts do not always promote the design concepts that are embraced by the Marketing Department, but serve a vital need in understanding concepts and behaviors. See our presentation on what "good" looks like for design.

Remember: Design is one of the tools to affect behavior as well.

There is nothing wrong with being attached to the source language. It can foster a healthy debate over terminology. If you ask yourself why you have a need for certain terminology and consider alternative ways to address these terms in Plain Language, you will more likely get the result that you need from your healthcare communications.

The importance of the Introduction in any Plain Language writing

The initial introduction of any document can be so very important.  The reader's first perception on the task is influenced by the way that the topic is introduced and presented.  This may be a deciding factor in whether or not the reader will even pay attention.....so really put time into the introduction with that in mind!

Give the most important first

 

To quickly engage the audience:

• Give the most important information first
• Tell them what actions to take
• Explain it is important

The example below is the Intro to a book we wrote on Diabetes Management for a Managed Health care plan.  A warm welcome section at the beginning tells the reader "HOW" to use the book.  A limited literacy reader does not read from start to finish or cover to cover.  Good Health Literacy materials allow the reader to skim (subheads at the top of every page or section).  Click on it to enlarge.

We were recently advising on content that was targeted to Hispanic employees of a company that had a health promotion program.  What can you do in the intro when targeting this population with this kind of program? Consider using a culturally and linguistic approach that respects cultural values, beliefs and practices of the intended audience.  

Hispanics are collectivists - health values, beliefs and practices of the individual are linked with those of the family and community.  The intended audience for health promotion efforts may need to be the family or community rather than solely the individual.  Care must also be taken to define family and community in ways that are in line with the culture of the recipient.  

Consider emphasizing cultural diversity with the Hispanic population when conducting health assessments and promotion activities.  Subgroups of the Hispanic population such as Mexicans, Puerto Ricans, and Cubans differ in their lifestyles, health beliefs and health practices.  Don't be tempted to make generalizations here.  Those beliefs, values and attitudes are very local in nature.  

An example of doing so would be addressing the health disparities of the different groups. 
Health Literacy writing also incorporates educational models in the writing.  You could research those and that might help you to seek for further answers and incorporate them in your writing.  Two models to research would be "self efficacy" and "locus of control." 


We know that as a general rule with the Health Belief Model that people will respond best to messages on health promotion or prevention when they:

 

1. Perceive that they are susceptible (at risk) and that the risk is serious.  
2. They will receive benefits from a change in their behavior - this is the motivation to change that behavior.
3. The barriers (pain, cost, etc.) to changing their behaviors are not too great.  They can do it.  Show them they can do it and have small successes (education model of self efficacy).

So how do you build in those factors of self efficacy or self confidence?  In the writing, you need to emphasize that the task is doable.  Relate it to another similar type task that they already do. Find the similarity in the tasks.  Test the reader's perception or experience and make sure they perceive that the task is doable.  Cite testimonials from others who have done it!

Another strategy to use would be to partition the task into smaller, easier to do subtasks.  This allows for small successes.....and it also helps with the perception that the task is doable!  See how that worked.

This all comes back to the Introduction.  Make the writing clear and quickly engage your target audience but know your target audience and use an approach that is tailored for them.