Rethinking Consumer Information for Better Health

An estimated 90 million Americans have difficulty understanding health information. And no wonder: Medical terminology can be complex.

Pharmaceutical leader GlaxoSmithKline (GSK) is working with AED to train its communications staff on how to incorporate health literacy principles into the company’s print materials.   

To that end, AED and GSK developed a comprehensive “style guide” that includes specific recommendations for clearly communicating health information. The style guide includes principles such as: avoiding the use of jargon or clearly explaining medical terminology; writing copy at the appropriate reading level; and using appropriate graphics and images to help convey health information.

AED based the guide on literacy research and an assessment of existing GSK materials and is now helping the company apply the principles to its many pharmaceutical products.