Hi, I’m Sandy. I spent years as a nurse, answering endless patient questions, debunking myths, and simplifying complex health information. Now, I help brands do the same through clear, effective health content.
But here’s the thing: Not all health content helps. In fact, I’ve seen plenty of well-meaning brands unintentionally harm their reputation with poorly executed content. Misinformation, confusion, or a lack of empathy can drive readers away faster than you think.
Let’s fix that. Here are seven common mistakes I’ve seen in health content – and how you can turn things around.
1. Talking Like a Textbook
What I’ve Seen: Content that reads like it was copied straight from a medical journal. Accurate? Maybe. Engaging? Absolutely not.
The Fix: Think about how you’d explain a diagnosis to a nervous patient. Be clear and conversational. Metaphors and examples work wonders. I like to say, “Imagine your arteries like garden hoses,” instead of diving into complex cardiovascular jargon.
2. Letting AI Do All the Talking
What I’ve Seen: I get it. AI writes fast. But it doesn’t understand people. I’ve spotted AI-generated content that misinterprets medical facts or spits out sentences without a shred of warmth.
The Fix: Use AI as a tool, not a replacement. Fact-check, edit for tone, and add stories or examples that AI could never produce. Readers crave human connection, especially on health topics.
3. Ignoring the Power of Empathy
What I’ve Seen: Content that treats readers like data points instead of people with real concerns. It’s cold. It’s clinical. It’s forgettable.
The Fix: Acknowledge the fear, confusion, or frustration your readers may feel. A simple phrase like, “We know dealing with chronic pain can be exhausting,” makes a world of difference. Empathy builds trust. Trust drives action.
4. Forgetting That SEO Isn’t Just About Keywords
What I’ve Seen: Brands think cramming in health-related keywords will shoot them to the top of Google. Spoiler: It doesn’t work.
The Fix: SEO is about answering the actual questions people are asking. Tools like Google’s “People Also Ask” section give great insights. Provide valuable, well-structured answers. When readers stay longer, Google notices.
5. Throwing in Facts Without Context
What I’ve Seen: Content stuffed with statistics that mean nothing to the average reader. Telling someone that 30% of adults have high blood pressure is meaningless without explanation.
The Fix: Explain why it matters. “That means nearly 1 in 3 adults may be at risk for heart disease – but the good news is, small lifestyle changes can significantly reduce that risk.” Numbers are powerful when paired with context and action steps.
6. Skipping the Call to Action
What I’ve Seen: Blogs that leave readers hanging. They finish reading and think, “Okay, now what?” No next steps. No encouragement.
The Fix: Every piece of content needs a purpose. What do you want readers to do? Schedule an appointment? Download a guide? Sign up for tips? Be clear and intentional. I like to think of a CTA as a gentle nudge in the right direction.
7. Thinking Content Is One and Done
What I’ve Seen: Brands publish content, check the box, and forget about it. But health information evolves. Outdated content damages credibility.
The Fix: Set a schedule to review and refresh content. I recommend a quarterly check-in. Are there new studies? Changes in guidelines? Update your content and keep it relevant. It’s a simple way to stay trustworthy.
Final Thoughts: Let’s Make Your Content Work for You
Health content has the power to build trust, educate readers, and position your brand as a true authority. But if your content is making any of these mistakes, it could be doing more harm than good.
The good news? You can fix it. And I’m here to help.
Need a hand turning your health content around? Let’s connect and make sure your words are working for your brand, not against it.