Healthcare content for humans: The case for saying it like it is

Only 40% of adults can understand and follow health messages*. Forty percent.

That’s because only 40% of adults have the level of individual health literacy required to meet the demands of everyday life.

That statistic is frankly horrifying – but, at the same time, not at all surprising.

So much healthcare content is filled with clinical jargon or vague, saccharine metaphors that don’t help anyone. It’s evocative of fluorescent-lit hospital waiting rooms with strange, chemical smells and people talking down to you in soft voices, leaving you feeling like a small child.

This can put even those with a high level of health literacy off getting the information and care they need – or result in them turning to other sources where disinformation runs rife.

But healthcare messaging can look different. It can be about meeting people where they are. Talking the way they talk. Giving them the facts in everyday language. It could even be – dare I say it? – fun.

And it might just save lives in the process.

What is health literacy, and why does it matter?

Health literacy is “how people understand information about health and health care, and how they apply that information to their lives, use it to make decisions and act on it”, according to the Australian Commission on Safety and Quality in Healthcare.

There are two parts to health literacy:

Individual health literacy is the skills, knowledge, motivation and capacity of a person to gain access to, understand, appraise and apply information to make effective decisions about health and health care, and take appropriate action.

Health literacy environment is the infrastructure, policies, processes, materials, people and relationships that make up the healthcare system and affect the way that people gain access to, understand, appraise and apply health-related information and services.

High levels of health literacy are absolutely crucial for people to make informed decisions and take action to manage their health. But, as the Commission notes, “it’s a complex and challenging area for health service organisations”. Individual healthcare literacy can be impacted by their age, education, culture, and many other factors.

“Health service organisations can play an important role in addressing individual health literacy,” says the Commission.

One way they can do this? Better messaging.

Keep it real

I wish more health organisations would simply say it like it is. To use the language people actually use in everyday life. ‘Wees’ and ‘poos’ instead of ‘urine’ and ‘bowel movements’. ‘Periods’ and ‘sex’ instead of ‘menstruation’ and ‘intercourse’. 

Take the Burnett Foundation. This Kiwi charity’s vision is for a New Zealand with “zero HIV transmission, where all people living with HIV thrive, and rainbow and takatāpui (LGBTQ+) communities enjoy great sexual health”.

Part of this vision “to have a human-centred, science-led, sex-positive approach to public health”, with marketing that “encourages prevention and testing by providing information, motivation, and support to overcome barriers”.

What this means in practice is CTAs that get right to the point and direct people to exactly where they need to go Get a free test; Get free condoms; Learn about PReP. Clear headings like ‘what you need to know about mpox’, using the common abbreviation for the term. They acknowledge the discrimination often faced by their audience without being over the top about it – Find PrEP-friendly doctors says everything it needs to in four simple words.

Make it fun

Healthcare content can be fun, too – which is important when you need to keep people engaged year-in, year-out. Whether that’s to help them keep on top of their own healthcare or manage a chronic condition, or in the service of others’ health. 

Lifeblood Australia has nailed it. I love their use of polls in their email newsletters, like “What do you do while donating?”, with the answer revealed in the next email, so you have an investment in opening it. (In case you’re wondering, 43% of people watch a movie or read.)

The highlight of the year, though, is the yearly wrap-up, with its hotly-anticipated Snack Battle: the the most popular snacks amongst Australia’s blood donors. There’s an ongoing battle between sausage rolls and party pies (sausage rolls won the most recent round, with  2,668,128 consumed).

Of course, there’s a few stats on blood and plasma donations in there too – but they put them in terms anyone can understand. Take this one: “We collected 358,382 litres of whole blood. That’s 1,500 standard council wheelie bins, or the cargo holds of 3.5 Boeing 747 freighters”. 

It’s a perfect example of how even the most serious topics can be made engaging—because when people enjoy the experience, they’re far more likely to keep showing up and making a real difference.

Make it simple

The UK’s National Health Service (NHS) is one of the clearest communicators in the healthcare world – and it’s no wonder people outside the UK, including Australian GPs, regularly turn to it. Its extensive  Health A to Z – which covers everything from ebola to eczema – is a brilliant example of what simple, user-friendly health content can look like. No jargon. No fluff. Just useful information people can act on.

Take their guide to broken toes.

It opens with: “A broken toe can be painful, but you do not usually need to go to hospital. There are things you can do to treat it at home.”

From there, it walks you through a quick self-check – is it red or bruised, painful and swollen, hard to walk on? Then comes the kind of line that instantly puts you at ease: “Do not worry if you’re not sure if it’s broken or just bruised – treatment is usually the same for both.”

Every guide follows this same format: a calm, clear voice, practical tips, and a simple list of do’s and don’ts. No assumptions about prior knowledge. No need to Google extra terms. Just what you need to know, delivered in a way that’s genuinely helpful.

Why we need to say it like it is

Clarity in communication isn’t just a healthcare issue – it’s a human one.

This isn’t about dumbing things down. It’s about meeting people where they are and turning critical information into something people can actually use – especially in moments that can be stressful or scary.

If the goal is to help, the message has to make sense. Healthcare is complex;  understanding it shouldn’t be.

At Wonderthink, we believe good content is clear content. That’s true in healthcare, and it’s just as true in finance, energy, government and beyond. If you need content that’s made for humans, we’d love to help – get in touch here.

*Australian Commission on Safety and Quality in Healthcare