WRITING PORTFOLIO - Storytelling in action
Effective Writing for Health Care
This education is more than just writing a sentence correctly. We were taken on a voyage to identify issues in health care, analyze the evidence without opinion or confrontation, and write about solutions that improve health care outcomes and equity. Along the way, we cultivated our personal superpowers, learned from some superheroes, and embraced life as a writer.
It has been a year of hard work, self-doubt, 12,000+ words submitted, and countless rewrites. It was worth every minute.
Oregon Public Health Association 2024 Conference
CONTROVERSIES IN PUBLIC HEALTH COMMUNICATIONS: 3 TIPS
Communication is fundamental to informing the public and for Oregon Public Health Modernization. Numerous potholes exist as local public health authorities (LPHA) navigate the social media boom and modernization roadmap. There is a need to update best communication practices. Academic writing, medical ethics, and marketing strategy offer three writing tips that data supports. However, there are examples of public health messages that contradict these practices. By examining these controversies, public health professionals can better provide information that regains trust and improves outreach and outcomes.
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Mike lives in a rural Oregon town and has a complicated medical history, including a past vaccine reaction. When he sees a PH Facebook post, “Everyone ages 6 months and older should get an updated COVID-19 vaccine,” he feels apprehensive because his primary medical provider told him not to get this vaccination right now. He tells his friends around town that the posted information is wrong.
Mike’s reaction is understandable because the message does not address his lived experience. The word “everyone” may not be correct in Mike’s situation because certain medical conditions have exclusions or different timing for COVID-19 vaccinations. (1) Unique medical, social, cultural, and historical groups can be identified and considered to create inclusive communications. The U.S. Department of Health and Human Services (HHS) has best practices and resources for equitable health communication. (2) The academic papers cited in this document conclude that individual identity matters in effective health communications.
Mike is an example of a marketing persona—a fictional audience member that represents an organization’s target group. Each marketing persona has unique challenges and perspectives. PH communicators can use demographic and needs data and collaborate with community organizations to identify their audiences, then craft impactful and culturally appropriate messages for each. Personas also provide data such as engagement and shares, helping teams evaluate the efficacy of their campaigns. Digital.gov has an article on personas to help you get started. (8)
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The marketing persona, Leta, represents the 30.7% Latino/Hispanic community in Hood River County. (3) Figure 1 was not available in Spanish, excluding a large section of the intended audience.
Leta is frustrated because the same public health social media post said she “should” do something she is unsure about. Healthcare decisions are an individual’s choice. Informed consent is a standard communication practice in clinical settings. The American Medical Association recommends plain language explanations of treatment risks, benefits, and alternatives, including “no treatment,” which help people make informed healthcare decisions. (4) LPHAs can provide accurate health information and establish creditability by honoring the individual and their autonomy. A framework of informed consent can be added to communications, including social media, especially when discussing medical care like vaccinations and reproductive health.
“Patients have the right to receive information and ask questions about recommended treatments so that they can make well-considered decisions about care.” AMA Code of Medical Ethics (4)
“Lead with individual choice, so people are invested in outcomes. Telling someone they must do something can lead to resistance or pushback. People prefer to be presented with information and options so that they can decide what is best for them and their families.” Public Health Communications Collaborative—The CALM Approach to Communicating in Times of Uncertainty (5)
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LPHD can serve, inspire, and improve everyday health habits—but they must state it quickly. Social media scrolling habits do not allow much time for information to connect with the intended audience. Facebook insights report two times that people engage with a post: 3 seconds and 1 minute. In addition, audience members may have limited literacy or English proficiency, and visual cues can help give the reader a clear call to action. Figure 2 shows no information about what the audience can do to prevent drowning. Figures 3 and 4 have clear water safety steps the audience can take. (6,7) These social media posts have key messages that align with the intended audience: Mike, Leta, Alex, and Sadie. As an audience scrolls, they can see solutions, gain awareness of community partners, and discover practical everyday practices.
Every piece of PH content can connect the audience to the goal. Copy that is grammatically precise and inclusive builds trust. Personas can help LPHAs address a topic from several perspectives. Audience analysis frames the discussion around elements of informed consent, providing the reader with health information that helps them decide which actions they wish to take (or not). Ultimately, PH communications that have a clear call to action protect the health of the individual and, therefore, the community.
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Complex Science Simplified
Visual storytelling for data, statistics, and analytics.
Academic poster design:
Read the medical study
Create a “brand guide”
Visualize key findings
Meet ADA Standards for Accessible Design
Deep Understanding of Audiences
Persuasive connection comes from a one-of-a-kind background in sports performance and sports nutrition; evidence-based medicine; functional medicine; alternative medicine; and Chinese medicine
Social Media Strategy with Snap💥
Celebrated in the 2023 Public Health Communications Collaborative Spotlight
Every Detail Matters
Data explained in a way that motivates and educates
PRINT and VIDEO PORTFOLIO - Storytelling in action
SeasonEQPT Aero Ski shot by Eric Pollard
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Brimstone Boulders shot by Carl Zoch
Noble Outfitters shot by John Laptad
SeasonEQPT Pass Ski and Range of Focus story shot by Eric Pollard
Kurgo outdoor adventure dog gear shot by John Laptad