The words around health communication strategies matter

Words are not “just words” in healthcare. The language used throughout healthcare systems, including patient materials and everyday interactions, can influence how people feel about themselves, perceive their health, and engage with support.  

Healthcare communication strategy is continuously evolving, and there is growing understanding that communication should not only inform patients by communicating clinical evidence, but also help them feel respected, supported, and involved in their own care through patient-centred language.  

The words around health matter 

Healthcare communication strategy is often designed to communicate clinical evidence and important information clearly and effectively; however, the words and tone used in these communications can also influence behavioural outcomes. 

There is a clear relationship between language and behavioural outcomes in healthcare:  

Language → Perception → Engagement → Behaviour 

The language surrounding healthcare information can influence how individuals perceive both their health and their relationship with care. People often remember how communication made them feel, not just the information communicated.  

Language shapes how people understand, emotionally process, and engage with their health in everyday life, but equally, it can bring about feelings of pressure, disconnection, and uncertainty.  

Patient-centred language is often perceived to be supportive and relevant, helping individuals feel more confident discussing their concerns, asking questions and be more likely to stay engaged with treatment and care plans. 

How healthcare communication strategy influences engagement 

Patient engagement is crucial for driving better health outcomes and is rarely driven by information alone.  

Disengagement is not always a sudden event. In many instances, there are silent drop-off points. Those accessing care can gradually withdraw from interactions with the healthcare system over time due to feeling judged or inadequately supported. This could be because of unexplained side effects, overwhelming information, and confusing language choices. These feelings may impact confidence, participation, and adherence.  

The impact of stigma in language 

Even though it is often unintentional, written and spoken language can use words and tones that bring about feelings of shame and judgement. For example, describing a patient as ‘non-compliant’ can unintentionally imply assumptions of blame.  

Even small differences in wording can affect how communication is received. 

Communication should support open discussion of the barriers someone may be experiencing with treatment adherence.  

Understanding how routine, fear, confidence, and belief can drive daily decisions can help identify where motivation drops and intervention is needed to stay on track. 

The impacts of implementing Making Health Whole™ language in practice 

Whole-person communication combines clarity and empathy, ensuring people receive accurate, consistent, and evidence-based messaging in a way that uses patient-centred language and helps them feel emotionally supported, well-informed, autonomous, and able to participate in decisions about their care.  

Because science alone doesn’t decide outcomes, life does. This kind of care takes lived experience into account, acknowledging physical, emotional, and mental layers of human experience. 

Strengthening patient relationships, improving engagement, and creating more supportive, collaborative experiences throughout a person’s healthcare journey may result in behaviour changes over time. These changes can be as big or as small as picking up prescriptions, taking medications on schedule, attending appointments, and creating follow-up appointments.  

As healthcare communication strategy evolves, language and tone should be considered as carefully as the information itself. Thoughtful, whole-person communication acknowledges that life extends  

When patients feel supported, this may help promote engagement with care. In turn, engagement may make it more likely that patients can stay on track with treatment, which may have a positive impact on health outcomes and quality of life.