Why is it important to consider your audience’s health literacy when planning your campaigns?

As a healthcare marketer, you may or may not be familiar with health literacy, and it's a really important marker of the level of scientific information that someone will be able to understand and make use of. But although health literacy is often measured in years or grades, it doesn't mean that your audience is actually that old. It just means how they're able to take on information. So it's really important that even if you're talking to a lower health literacy level, you're not patronising, you're not minimising, you are just creating resources which are appropriate to your audience's needs. So this might be explaining particular medical terminology. It might be including captions or a transcript. It might be showing some concepts visually as opposed to explaining them. Just make sure that your message gets across and people get the information they need.