Healthcare Messaging Across Cultures

All healthcare organizations seek to educate their patients and increase healthcare literacy. Pamphlets and brochures can provide the correct information, but to be effective, they must be interesting and memorable to the reader. These preferences vary by culture.

What cultures are represented in your service community? Does your written messaging address their concerns?

Pamphlets, Brochures, and Booklets with Impact

Patients from high and low context cultures differ in what they want in written messages. When writing for high context cultures, create a relationship with the reader. Include stories, quotes, and pictures of people. A human connection makes abstract ideas concrete. Case studies and personal testimonials are more memorable than facts and diagrams alone.

What is the best way for the message to be memorable and effective?

Low Context Cultures (English-speaking, Northern Europe)	High Context Cultures (Asian, African, Hispanic, most of the world)
– language used to transmit information	– language used to create social experience
– direct	– indirect
– singular experience	– group experience
– quantifiable, factual accuracy stressed	– imagery stressed
– logic & coherence	– emotional resonance