Do healthcare professionals prefer marketing content from B2B brands that use clear, plain language? If so, what benefits does using this sort of language deliver?
To find out, Aha Media conducted a study with more than 150 clinical and non-clinical healthcare professionals who are responsible for making buying decisions. Participants were asked to provide their feedback on two company descriptions: a traditional one (Option A) with long sentences and jargon, and a second (Option B) with plain language and bullet points.
Some 80% of respondents said they preferred Option B (the option with shorter sentences and less jargon).
A significantly greater share of respondents said the option with the plainer language was easier to understand and did a better job of explaining what the company does.
Some 68% of respondents said they'd be likely to reach out to the company to learn more after reading the plainer description, compared with 35% who said the same after reading the more complex description.
About the research: The report was based on data from a study conducted with more than 150 clinical and non-clinical healthcare professionals who are responsible for making buying decisions.
