Speaking the Right Language: Communicating Complex Medical Products in Ecommerce

Our customers in the medical sector frequently struggle with a challenging task that at times seems insurmountable. They work with a variety of complex products and serve two distinct customer groups, each of which has a different level of experience and grasp of medical language. In this article, we'll look at a selection of tactics that we've developed over time in order to close this gap.

Know Your Audience

The first step in good communication is to understand your audience. Medical professionals and patients have distinct needs and levels of comprehension. Developing client personas can aid in the definition of these various categories and their demands, directing the tone, content, and presentation of your material. Our article on creating customer avatars might help.

Language and Tone

Language and tone are important, whether the audience is a medical professional looking for precise information or a patient looking for information that is simple to understand. Patients value simplicity and clarity while medical experts value accurate terminology. The user experience and engagement can be considerably improved by changing your terminology to appeal to both demographics.

Use of Visuals

Diagrams, movies, and infographics can help to clarify difficult material and make it more consumable and appealing. You may appeal to all of your consumers, regardless of their background or degree of knowledge, by visually conveying difficult processes or technical product specs.

Leverage the VARC Principle

People learn in a variety of ways, including visual, aural, read/write, and kinaesthetic. The VARK concept emphasises the significance of presenting information in a variety of formats. To adapt to these diverse approaches, try including text, visual aids, audio descriptions, and interactive information.

Creating Product Hub Pages

Product hub pages serve as a centralised location for all product-related information. Users can discover thorough product descriptions, visual aids, regulatory information, and other resources such as research studies, user manuals, and safety instructions on this page. This simplifies the purchasing choice by centralising all relevant information.

Availability of Additional Information

Providing detailed product information, including supporting documentation such as scientific research and regulatory information, increases trust and allows for more educated decisions. Furthermore, having this additional information easily available improves the user experience and helps overcome any buying obstacles.

Use of AI and Chatbots

AI chatbots can provide instant, personalised responses, increasing the efficiency of communication. They can also direct consumers to appropriate information, making the user journey smoother. A wide range of product and scientific data can be used to train AI chatbots. Usefully, they can communicate in different ways to different user groups.

Conclusion

Communication plays a pivotal role in the medical sector. By understanding your audience, using appropriate language, leveraging visuals, creating comprehensive product hub pages, and utilizing technology like AI and chatbots, you can significantly improve your user experience. Remember, the goal is not just to sell products but to build trust, relationships, and provide an exceptional user experience that will keep customers returning to your online store.