Rajen Mistry • Sep 22 • 3 minutes

The Case for Using Jargon: Brand Communications for Digital Health

I’ve been thinking recently (okay, maybe overthinking) about the writing advice often given to digital health and technology companies.

Namely, the suggestion that for these industries to connect with people, they must be clear, jargon-free, and human-centered in their communication. 

And I’ll be the first to admit that I’ve said some of these things myself.

After all, as a copywriter, it’s always safest practice to tell compelling stories that anyone can understand.

But for digital health and B2B tech, maybe the safest bet isn’t always the best?

Is it always necessary for a company’s copy to be understandable and clear? 

Or should the level of understanding your customers should shape it have?

Example: If the intended audience for your company is healthcare professionals, what’s the benefit of omitting the industry jargon used daily to shorten and understand?

I’m writing aloud. 

But if I’m asking these questions as a writer, I’m sure you’ve considered them for your brand too. So in today’s post, I’m going to share three simple ways you can clarify your copy so your brand becomes the trusted choice for your audience in your industry. 

3 super simple ways to ensure your brand’s communication is clear (Without dimming your industry knowledge!)

1. Bin filler words like ‘that’, ‘really’, ‘even’ and ‘just’ 

These words are often overused, and you’ll notice when you remove them from your sentences, a clearer message will emerge. By omitting these words, you can strengthen your copy and make your message crystal clear to anyone reading.

2. Embrace the white space!

Making your copy clearer doesn’t always mean changing the words, it can sometimes mean embracing what’s in between them. A great way to make things clearer is by letting your copy breathe and by breaking things up. 

3. Write your website headline last (and make certain it’s clear!)

If anything should be jargon-free in your brand’s communication, it should be your website headline! But often, when it’s the first thing that’s written, it’s difficult to not spill out everything your product/service does onto the page.

If your audience is going to read your site, they need to be immediately drawn in by a clear, concise headline that’s easy to understand. The rest of your copy can provide more information later on—but make certain there’s something worth reading first.

One great example of an effective home page with clear copy is from digital healthcare company Ribbon Health, a New York-based API data platform that offers healthcare professionals accurate data on doctors, insurance plans, costs, and quality of care. 

A quick browse through the website reveals that Ribbon Health has kept their target audience of healthcare professionals in mind when writing, as they speak directly to their audience’s knowledge.

On their methodology page, they delve into more industry-specific communication, highlighting the benefits of their platform and leaving no stone unturned. 

However, the company has ensured that its home page stays clear and will resonate with all levels of readers who come upon their website.

Continue to build your brand:

Reposition, refresh, or rebuild? – One of our most popular blog posts, which can help you audit your company and discover whether your brand is fit for purpose.

Rebrand FAQs – A document answering the most frequently asked questions we receive from digital health and technology companies.

Brand Trust Review Call – A free 15-minute call with our the founder of our graphic design agency to discuss the future of your brand and the next best steps.