Writing For Healthcare Professionals

Users don't suck, but the information provided to them can. If your IFU reads like a legal contract, people won’t read it. Why? Because they’re confusing. Too wordy. Too complex. Too scattered. A great IFU should feel like having a clear-headed expert guiding you step by step. The user needs to know what to do, how to do it, and when to do it. Here's 20 recommendations/writing rules to improve your IFU↴ 1. Write procedures in short, identifiable steps, and in the correct order. 2. Before listing steps, tell the reader how many steps are in the procedure. 3. Limit each step to no more than three logically connected actions. 4. Make instructions for each action clear and definite. 5. Tell the user what to expect from an action. 6. Discuss common use errors and provide information to prevent and correct them. 7. Each step should fit on one page. 8. Avoid referring the user to another place in the manual (no cross-referencing). 9. Use as few words as possible to present an idea or describe an action. 10. Use no more than one clause in a sentence. 11. Write in a natural, conversational way. Avoid overly formal language. 12. Express ideas of similar content in similar form. 13. Users should be able to read instructions aloud easily. Avoid unnecessary parentheses. 14. Use the same term consistently for devices and their parts. 15. Use specific terms instead of vague descriptions. 16. Use active verbs rather than passive voice. 17. Use action verbs instead of nouns formed from verbs. 18. Avoid abbreviations or acronyms unless necessary. Define them when first used and stay consistent. 19. Use lay language instead of technical jargon, especially for medical devices intended for laypersons. 20. Define technical terms the first time they appear and keep definitions simple. Prioritize the user while ensuring MDR/IVDR compliance.

As Chief Medical Officer at GE HealthCare, my primary responsibility is to lead the medical function grounding our innovations in clinical evidence, ensuring efficacy, and bringing the voice of the clinician into every strategic decision we make. But there’s another element to this role that’s less visible yet deeply impactful: marketing. While I don’t manage marketing directly, I collaborate with our marketing teams more than one might expect from a physician by training. Why? Because in healthcare, clinical credibility and commercial clarity must go hand in hand. Here are the marketing elements I find most critical: 1. Storytelling with substance Clinicians don’t respond to hype, they respond to evidence. But evidence needs a compelling narrative. I work with marketing to ensure our stories are rooted in data, but framed in a way that communicates real-world value to providers, health systems, and patients alike. 2. Segmentation that reflects reality Understanding our clinical stakeholders - radiologists, cardiologists, oncologists, technologists, hospital executives - is essential. Marketing helps us tailor messaging by audience, while I help ensure those audience profiles reflect real clinical behaviors and challenges. 3. Positioning built on outcomes It’s not enough to say a product is innovative; we must demonstrate how it improves outcomes. The medical team contributes the data, the trials, the insights. Marketing shapes that into positioning that resonates across markets, languages, and care settings. 4. Credibility through collaboration Thought leadership is a shared responsibility. Whether we’re preparing for a major conference or publishing peer-reviewed studies, marketing helps amplify the work of our clinical experts. Together, we balance scientific rigor with accessible communication. 5. Listening as a strategy Much of marketing is about listening to the market. Much of medicine is about listening to the patient. At this intersection, I find some of the most valuable insights. Marketing teams surface unmet needs, competitive dynamics, and shifting expectations. My role is to interpret those through a clinical lens and help turn them into better solutions. In short: I don’t “do” marketing, but I can’t do my job without it. Healthcare is evolving rapidly. The Chief Medical Officer-role must evolve with it bridging clinical insight and market relevance, ensuring that what we build is not only scientifically sound, but also meaningfully communicated to the people who need it most. Would love to hear how others in clinical or marketing roles navigate this balance. #healthcare #radiology #marketing #digitalhealth

Healthcare is boring for LinkedIn. “Doctors have nothing to talk about.” “Medical content won’t get engagement.” Wrong. Here’s a comment from one of our healthcare clients: “Dr. Saab, reading your words gave me goosebumps. If doctors like you are out there, then truly miracles do happen. Your compassion turns science into hope and healing.” That’s not boring. That’s powerful. What should healthcare professionals talk about? [1] Your why Why did you become a doctor? What drives you every day? [2] Myth-busting “Most people think X about diabetes. Here’s the truth.” Simple. Educational. Valuable. [3] Behind the scenes The moment you knew this was your calling. A breakthrough that changed everything. [4] Make it simple Explain complex medical stuff in normal words. Help people understand their health better. [5] Be human Share your passion. Show your personality. Connect beyond the white coat. The problem isn’t that healthcare is boring. The problem is doctors think they need to sound like textbooks. You save lives. You have knowledge people need. You see hope and healing every day. That’s content gold. Stop hiding behind medical jargon. Start sharing the human side of healing. The world needs your voice.

Nobody teaches you these things in medical writing. You figure them out slowly, sometimes painfully on the job. I'm sharing them so you don't have to wait as long as I did. If you're starting out in medical content writing, save this. 🔖 1. Your reader is never who you think they are. You write a clinical summary assuming a specialist will read it. A nurse reads it. A patient's caregiver reads it. A regulator reads it. Before every document, ask: who is actually going to read this and what do they already know? 2. Accuracy is the floor. Clarity is the ceiling. New medical writers obsess over getting the facts right. Experienced writers obsess over whether those facts land correctly. A document can be 100% accurate and completely useless. 3. Every word you cut makes the document stronger. "It may potentially be considered advisable to consult a physician in certain circumstances." → "Consult your doctor if unsure." Same meaning. A fraction of the cognitive load. 4. Know the difference between writing for compliance and writing for comprehension. A lot of medical content is written to tick a box. The best medical writers hold both standards simultaneously: regulatory rigour AND human clarity. 5. The brief is a starting point, not a ceiling. When a client gives you a brief, they're telling you what they think they need. Your job is to understand what their audience actually needs and sometimes those are very different things. 6. Structure is doing half the work before a single sentence. Readers don't read medical content. They scan it, lead with what matters & make it impossible to miss the point. 7. The best feedback comes from outside the room. The smartest review on any health content isn't from your most senior colleague. It's from someone with no medical background who tells you honestly what they understood and what they didn't. Medical writing sits at the intersection of science, communication, and real human impact. If you're building your career in this space, you're doing something that matters. Which of these did you wish someone had told you earlier? Drop it below 👇 #MedComms #MedicalWriting #HealthcareCareers #LifeSciences #ContentStrategy #HealthLiteracy #MedicalCommunications

Digital Marketing That Actually Works for Hospitals: Three Approaches Worth Investing In Digital marketing in healthcare has matured significantly over the past few years. The hospitals that are seeing real results have moved beyond simply running Google ads and posting on social media. They have found ways to make digital work as a genuine extension of the patient relationship, not just a lead generation engine. Three approaches that are delivering meaningful, sustainable results: 1) Content that educates earns more trust than content that promotes. The most effective hospital digital strategies are built around genuinely useful health content. Short videos where doctors explain common conditions in simple language. Articles that help patients understand what to expect before a procedure. Infographics that make complex health information accessible. This kind of content does not feel like advertising to the patient. It feels like care. And when a hospital consistently shows up as a trusted source of health information, the patient's choice of where to seek treatment becomes almost automatic. 2) The call centre is the bridge between digital interest and clinical action. A hospital can run the most sophisticated digital campaign in the country, but if the patient's first phone call is met with a long hold time, an indifferent voice, or a confusing appointment process, the investment is wasted. The hospitals seeing the best digital ROI are the ones that have invested equally in their call centre experience. Prompt response, warm communication, and a seamless booking process. This is where digital marketing converts from interest into action. 3) Data driven optimisation turns good campaigns into great ones. The real power of digital is measurability. The best hospital marketing teams track the complete funnel from ad impression to enquiry to registration to consultation to procedure. They know which channels, which messages, and which specialities deliver the strongest conversion. This discipline of measurement and continuous improvement separates hospitals that spend on digital from hospitals that invest in digital. The exciting thing about digital marketing in healthcare is that the fundamentals are simple. Create content patients genuinely value. Make the first interaction warm and easy. Measure everything and keep improving. When these three elements come together, digital stops being a cost centre and becomes one of the most powerful growth engines a hospital can build. What digital marketing approach has worked best for your hospital? I would love to hear what is delivering real results for you. #DigitalMarketing #HealthcareMarketing #HospitalMarketing #DigitalHealth #PatientEngagement #IndianHealthcare

Text-heavy health information often falls flat, and that's no surprise. Research from journals like JMIR and Patient Education and Counseling suggests that well-crafted, engaging content—especially when it’s visual—can make a world of difference. By using concise storytelling and clear illustrations or animations, patients tend to grasp complex topics more quickly and feel more empowered to act. Why it works: • Simplicity & Story: Animated or visually rich explainers break down medical jargon, boosting understanding and recall. • Behavioral Frameworks: Tapping into models like the Health Belief Model(HBM) or the Transtheoretical Model ensures the content addresses specific challenges and motivations. • Relatable Scenarios: Illustrating real-life situations helps viewers see themselves in the story, making them more likely to adopt the recommendations. Bottom line: Switching from “just read” to “truly engage” shifts patients from passive observers to proactive participants in their own health journey. By prioritizing clear, visually engaging elements, we give patients the best shot at making informed decisions—and sticking to healthier habits.

I did zero courses to get into medical writing. This is the most asked question in my DMs. Every week. “Shivani, which course did you do?” “Which certification helped you get in?” Honest answer? 𝐍𝐨𝐧𝐞. No diploma. No bootcamp. No 6-month certification. Here’s what actually happened. After MBBS, I was posting on Instagram. Talking about medicine in simple language. Breaking down conditions. Busting myths. Making health content that didn’t sound like a textbook. No strategy. Just a doctor who liked to write and explain things clearly. One day, a recruiter from a medical publishing house saw my content. Not my CV. Not my degree. 𝐌𝐲 𝐜𝐨𝐧𝐭𝐞𝐧𝐭. They reached out. I got the role. That’s it. No course opened that door. My ability to take complex medical information and make it understandable — that was the real skill test. I’d been doing it for free, in public, every day. But here’s what I want you to know — 𝐈 𝐠𝐨𝐭 𝐥𝐮𝐜𝐤𝐲 𝐰𝐢𝐭𝐡 𝐭𝐢𝐦𝐢𝐧𝐠. 𝐘𝐨𝐮 𝐝𝐨𝐧’𝐭 𝐡𝐚𝐯𝐞 𝐭𝐨 𝐝𝐞𝐩𝐞𝐧𝐝 𝐨𝐧 𝐥𝐮𝐜𝐤. If I were starting today, here’s exactly what I’d do: 𝐒𝐭𝐞𝐩 𝟏: 𝐁𝐮𝐢𝐥𝐝 𝐚 𝐩𝐨𝐫𝐭𝐟𝐨𝐥𝐢𝐨 𝐛𝐞𝐟𝐨𝐫𝐞 𝐚𝐧𝐲𝐭𝐡𝐢𝐧𝐠 𝐞𝐥𝐬𝐞. This matters more than any certificate. A portfolio proves you can write. A certificate proves you sat through a course. Start a blog on Medium or Substack. Write 5-10 pieces — drug reviews, disease explainers, case summaries, patient education material. 𝐒𝐭𝐞𝐩 𝟐: 𝐋𝐞𝐚𝐫𝐧 𝐭𝐡𝐞 𝐛𝐚𝐬𝐢𝐜𝐬 𝐟𝐨𝐫 𝐟𝐫𝐞𝐞. → “Writing in the Sciences” — Stanford on Coursera (free audit) → Intro to Medical Writing — Alison (completely free) → AMWA — free webinars and resources → PubMed, Cochrane Library — study how good medical writing looks → ICH Guidelines — for understanding regulatory writing 𝐒𝐭𝐞𝐩 𝟑: 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐞 𝐢𝐧 𝐩𝐮𝐛𝐥𝐢𝐜. Post on LinkedIn. Summarise a study in 200 words. Explain a drug mechanism simply. Every post is a portfolio piece AND a visibility tool. Recruiters are watching. Publishing houses are watching. 𝐒𝐭𝐞𝐩 𝟒: 𝐍𝐞𝐭𝐰𝐨𝐫𝐤 𝐰𝐢𝐭𝐡 𝐢𝐧𝐭𝐞𝐧𝐭. Follow medical writers here. Comment genuinely. Join AMWA or EMWA communities. Most people skip this and wonder why nobody knows they exist. 𝐓𝐡𝐞 𝐫𝐞𝐚𝐥 𝐭𝐫𝐮𝐭𝐡: You already have the hardest part — the medical knowledge. What you need is 𝐰𝐫𝐢𝐭𝐢𝐧𝐠 𝐬𝐤𝐢𝐥𝐥 + 𝐯𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲 + 𝐩𝐨𝐫𝐭𝐟𝐨𝐥𝐢𝐨. That combination beats any certificate. Courses help later for regulatory writing, niche specialisation. But they’re not the entry ticket. Your work is. 𝐍𝐨𝐛𝐨𝐝𝐲 𝐚𝐬𝐤𝐬 𝐟𝐨𝐫 𝐲𝐨𝐮𝐫 𝐜𝐞𝐫𝐭𝐢𝐟𝐢𝐜𝐚𝐭𝐞 𝐰𝐡𝐞𝐧 𝐲𝐨𝐮𝐫 𝐩𝐨𝐫𝐭𝐟𝐨𝐥𝐢𝐨 𝐬𝐩𝐞𝐚𝐤𝐬 𝐟𝐨𝐫 𝐢𝐭𝐬𝐞𝐥𝐟. Save this. Share it with that MBBS friend asking “what after clinical practice?” Already in medical writing? Drop one tip below for beginners. Let’s make this thread a free masterclass. #MedicalWriting #MBBS #DoctorsOfLinkedIn #NonClinicalCareers #IndianDoctors #CareerAfterMBBS #HealthcareWriting #MedicalPublishing

I've spoken to 4 health brand founders this week about why their content isn't converting. I was surprised. If you're creating content to build trust and drive action, understanding your ideal patient's search intent isn't a "good to do." It's a MUST do. Especially if you're just starting out and every click counts. The worst bit? Most founders don't know how to do it. They're writing at their audience, not for them. So, here's the dead simple 5-step process I use to turn dry content ideas into something that gets read (and ranked): → Step 1: Head to Google and type in the keyword you think your patient is searching. → Step 2: Scroll down to "People Also Ask." → Step 3: Note the patterns. These are real questions your audience is typing. → Step 4: Click open the questions. Google will expand the list, keep digging. → Step 5: Copy the most relevant ones into a simple doc or spreadsheet. By now, you've filtered broad keywords like "eczema" down to questions people actually want answered, like: "What foods make eczema worse?" "Can stress cause eczema flare-ups?" "How do I stop my child from scratching?" From here, the real work begins: → Turn those questions into H2s in your article. → Answer them in plain, clear, patient-first language. → Add real-life examples or quotes if possible. → End with a CTA that matches the question. Example: "Need help managing eczema? Download our free flare-up tracker to get started." If they engage – great, you're building trust. If not – no stress. You still showed up with value. 10 of these a week = 40 a month = 480 in a year. Even if only 10% convert? That's 48 high-intent leads who trust you before they ever speak to you. Which is way better than shouting into the void with generic, keyword-stuffed blog posts. If you're a health brand founder, CMO, or content lead… Are you writing for your patient's real questions? Or just filling your content calendar? If your content isn't turning searchers into patients, I can help. I work with health brands to create patient-first content that resonates, and converts. I've got 1 spot open for a brand ready to stop guessing and start growing. DM me "content" and let's make your next post the one that actually works.

🎯 #Storytelling in Scientific Communication: One Size Does NOT Fit All 🚫 Here’s one of the mistakes we make in communication: → We craft one scientific story… → …and tell it the same way to every audience. 📍But here’s the truth: Different audiences need different stories. ✅ KOLs want more data depth. ✅ HCPs want patient impact. ✅ Patients want hope and clarity. ✅ Policymakers want public health outcomes. That’s why 👉 Audience Mapping Exercise is critical in every time I prepare a new scientific message; whether it’s a clinical trial result, or product update. 👇 Here’s How I Break It Down: 🔬 #KOLs ⏩ Care about details, statistical and clinical significance, new findings. ⏩ Comfortable with high-level scientific terminologies. ⏩ Prefer publications, and technical discussions. ⏩ Story angle: Focus on methodology, Added value, and scientific impact. 👨⚕️ HCPs ⏩ Care about how data translates into patient outcomes and clinical decisions. ⏩ Prefer medium-level jargon—keep it scientific but practical. ⏩ Prefer clear visuals, concise slide decks, and engaging discussions. ⏩ Story angle: “How will this change my patient’s care tomorrow?” ✅ Let’s see how this plays out with a real clinical message: 🎯 Scientific Message: Our new HCV therapy achieves a 98% SVR rate in treatment-experienced patients. To #KOLs: “In our Phase III trial with 1,200 patients, we observed a 98% SVR12 rate among prior non-responders. Subgroup analyses confirmed efficacy across genotypes. P<0.001.” To #HCPs: “This new therapy offers a 98% chance of viral clearance for patients who previously failed treatment—potentially reducing liver disease progression and long-term complications.” Remember to adapt your message based on your audience needs and level of knowledge 😉 ✅ Key Takeaway: In #MedicalAffairs, our job isn’t just to share data. It’s to deliver the right story to the right audience.

My process to turn a research paper into a patient-friendly blog post (with a real example) Step 1: I identify the real questions patients ask First, I investigate the questions patients may type into Google (or AI chatbots) that the research paper actually answers. For example, the latest paper I analyzed was a meta-analysis on cardiovascular risk in women with endometriosis. This is a topic close to my heart as I have many friends and cousins suffering from this condition. Patients rarely search using academic language. For sure, they won’t Google: “cardiovascular risk in endometriosis.” Instead, they ask simple questions like: “Can endometriosis affect your heart?” That becomes the starting point of the article. Step 2: I turn the paper into a narrative Next, I design the article structure. Instead of copying the academic format (introduction, methods, results), I build a narrative that works for readers online. Patients need to understand why the research matters and what it means for them, so that's what I'm focusing on : 1️⃣ I start with the main answer 2️⃣ I explain why researchers asked the question 3️⃣ I translate the most important findings into clear, plain language 4️⃣ I clarify limitations and uncertainty to maintain transparency (E-E-A-T) 5️⃣ I end with what the findings may mean for patients Step 3: I translate the research clearly and responsibly When writing, I'm mindful that the blog post may not be read from start to finish. Each section should therefore stand on its own and answer a specific question. I don't leave a medical term unexplained. I also make sure the language is reassuring when explaining key findings. For example, when mentioning risk increases: "These findings show small increases in risk, not certainty that these conditions will happen. Most women with endometriosis will not develop serious heart problems, but the results help researchers explore how the condition may affect long-term health." Step 4: I pause and self-edit again with fresh eyes. I look for missing references and vague terms in particular, like "make a difference". This approach helps health organizations: • turn complex research into clear patient education • build trust and credibility with evidence-based content • make research discoverable through real search queries • support health literacy without oversimplifying the science 👉 A full example of what this looks like: https://buff.ly/lGp1v5T Val ✍️ Source: Cavadias I, et al. Risk of cardiovascular disease and mortality among women with endometriosis: A systematic review and meta-analysis. Acta Obstet Gynecol Scand. 2026;105(2):225-237. doi:10.1111/aogs.70104