If you’re a health & wellness practitioner you might remember how, when you studied for your health & wellness profession you had to learn another language?
You had to pick up words in Medical-speak. Long words, Latin words, words that no one else knew (they were secret to the health world!)
It was almost like a secret code that only others in the medical world knew.
Here’s the problem folks.
Generally your clients hate this language. It doesn’t give them the warm fuzzy feelings towards you that they need so they engage with you.
Even if your qualifications were light on this new language, think back to TV shows like ER and Grey’s Anatomy! Medical-speak was all around, and didn’t it sound fancy!
And it’s not just those in health & wellness. All professions tend to have their own language.
One of the most common pieces of feedback I’d get from clients was how they could understand what I was saying. The doctor had explained it, but they didn’t understand the words.
In health & wellness, having a connection with our clients is incredibly important. Using words they can understand easily can
Lesson 1: Forget your own language
Forget the medical-speak.
Here’s an example I see regularly. It’s an advert outside a local Physio practice. It says “If you’re in pain we can treat you”.
Full marks for addressing probably the most common problem with people seeking physio treatment (pain). But using the word “treat” is a medical-speak word, ok just a minor one.
But see how different it can sound when you say “If you’re in pain we can help you”. A friend would “help”, a white-coat would “treat”.
Ok, I might not want my physio as my friend, but I’d much rather see someone who demonstrates empathy, and that’s what the word expresses.
Lesson 2: Use their language
I had a conversation with a dietitian recently about words that make us cringe. Included in the list were ‘picky eater’, ‘fat’ and ‘diet’. Our issue was that these words were so often misused that we didn’t want to see them on our websites.
However, for clients looking for advice or help with picky eaters or losing weight, these were just the words they’d use in a Google or Siri search.
As much as we might dislike these words, they are words that we’d have to use on our website or blogs if clients would be shown our pages when they search for them.
So what do you do? Well, the solution is in how you use the words – the context. Here’s an example “You might think you’re fat, but is that really what the scales are saying?”
If you’re using a word that makes you uncomfortable, but you know your clients would use if they were searching it on Google, then make sure you a) do use it, and b) put it in a sensitive context.
Here’s a challenge for you.
Go to the place that people find you – your webpage, banner outside your office, FB page. And read it like a client.
Do you use ‘treat’ where you could use ‘help’. Do you use words that fluff around the edges, but people wouldn’t use in a Google search.
Now go change it!
If you’ve not already signed up for my newsletter, then go do! Don’t wait to find me by accident!
Hi, I'm Katrina. I love writing, and I love helping people grow their businesses.