Relatable Medical Jargon? Examining Nonprofit Health Systems’ Communications For Female Consumers

<div class="ewa-rteLine"> <div class="ewa-rteLine">Health care communicators have a unique responsibility to serve as translators and process improvement experts, making health care information easy to find, nderstand, and access for today&rsquo;s consumers. The thesis project examines how three nonprofit health systems engage with consumers on their website, Facebook account, and Instagram account. The communication audit leveraged quantitative and qualitative processes to examine key themes of convenience, holistic care, humanization of health care, and health education. The findings resulted in nine key takeaways that serve as recommendations for health care public relations professionals to better tailor digital content for their target audiences. The takeaways include: Helping consumers take health care into their own hands by offering educational content and easy-to-use tools for scheduling; Approaching communications holistically, incorporating physical, mental, and spiritual components; Differentiating between brand guidelines and guiding principles for consistency and clarity across platforms; Caring for people at all stages of life; Making the brand easy to recognize through color; Finding ways to celebrate inclusion and belonging in a way that is authentic to the brand; Understanding where health education, especially on taboo topics, should fall in the marketing funnel; Using photos of people connected to the health system instead of stock photos; Providing engaging videos through the elimination of stock footage</div> </div> &nbsp;