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Key takeaways in this post on compelling healthcare reports:
Author: WG Content & Leigh Wilkins
Last updated: 09/18/24
Creating an annual report often means communicating a mountain of data that can overwhelm or bore your readers.
Charts, tables, graphs and numbers can make a report seem dry and uninteresting. But you can add compelling stories, strategic design and other tricks of the trade to bring your data — and report — to life. WG Content senior content writer and editor Leigh Wilkins reveals five tips to keep your audience reading.
5 tips to master the art of a winning report
What do annual reports, community health needs assessments and accomplishments reports have in common? They need to tell a story.
While data often is at the heart of these reports, the story keeps readers engaged and makes them remember your message. Research shows that people are more likely to remember information when presented as a story.
Storytelling allows you to connect with readers and create an emotional impact. Go beyond the numbers to ensure readers pay attention from beginning to end.
Here are five tips that will help you craft a compelling report that resonates with your audience.
Tip 1: Know your audience
Before you start writing your report, it’s important to clearly understand who will read it.
“A report is about more than just sharing statistics and program achievements,” Leigh says. “It’s about connecting the information to the reader’s needs. The most well-researched report can go unread if it doesn’t speak to your audience’s head and heart.”
Knowing your target audience allows you to tailor your language, tone and content to meet their needs. For example, a report for providers can include more healthcare terminology and complex medical information.
“You don’t have to explain certain terms, procedures or diseases, because healthcare providers already understand,” Leigh says.
On the other hand, a report for the community should use more accessible, everyday language.
“You’re going to write more in the style of your website, which is more public facing,” Leigh says.
It’s also important to consider how your audience will read your report. Will they read it in an email newsletter, a printed piece or on your website?
Whether it’s print or digital storytelling, knowing how your audience will engage with the content is important. Why?
It can help you optimize the story for that platform. If the report is on your website, include embedded videos or infographics. For printed reports, focus more on easy-to-follow layouts.
Tip 2: Brainstorm and outline your ideas
Once you identify your audience, it’s time to brainstorm and outline your ideas. This step helps you develop a well-structured and engaging report.
Start by listing all the key information you want to cover. Create a story list. Then, organize stories into a flow that makes sense for your report and speaks directly to your audience. Group stories into sections.
Creating an outline allows you to see gaps in information and topics or sections needing more attention. It also serves as a roadmap for writing the actual content of your report.
If this is a report you write every year, brainstorm ways you can improve it. “Don’t just do it the same way,” Leigh says. “Look online for other reports that might inspire a different approach.”
Tip 3: Simplify dense information through storytelling
Healthcare reports often contain dense, technical or dry material that may overwhelm readers. Use storytelling to make your report more approachable and easier to read.
Here are four ways to achieve peak readability:
1. Add bullet points and callout boxes.
Break up large chunks of information to make it easier to digest. Visuals can often convey key points more effectively than text alone. Leigh suggests taking a page from scientific journals. Add a bulleted list of key takeaways at the beginning of a report.
2. Define technical terms.
Don’t assume that all readers are familiar with industry jargon. When appropriate, define technical terms and acronyms in a glossary or within the text.
3. Use real-life examples to illustrate your points.
Examples make the information more relatable, help break up dense paragraphs of text and keep readers engaged.
4. Limit the word count.
Pay attention to the length of your report and make it concise. Trimming unnecessary words can make a big difference in readability. “You can still capture the spirit of the discovery, technology or program,” Leigh says. “You have to decide which details you can leave out and still tell the story.”
“Breaking down complex information into digestible pieces is an art form,” Leigh says. “You have to make sure the data remains intact while presenting it in a way people can understand.”
Tip 4: Add a human element
Adding a human element can turn a dry report into an engaging read. Use personal anecdotes, case studies and narratives to make content relatable.
“A story that touches on real-life experiences is always more engaging than just presenting facts and figures,” Leigh said. “It puts a human face on the data.”
Here are four ways you can add a human element.
1. Add a case study.
Don’t just describe a new procedure for liver transplant patients. Write a case study about a child who got a second chance at life because of the lifesaving surgery. This approach adds depth and emotion, giving readers a real-life example of the impact.
2. Include articles written in the first person and use a byline from a provider.
This approach adds a human element and increases the credibility of your report.
3. Use Q&As.
Break up big blocks of text by including a Q&A section with an expert in the field. This technique adds variety and keeps readers engaged while also providing valuable insights from someone with real-world experience.
4. Write an attention-grabbing intro.
“Lead with people, ideas, inspiration or personal determination,” Leigh says. For example, if a researcher discovered a new genetic cause for a rare disease, ask them about inspiration. “Ask them why they’re excited about the research,” Leigh adds. “Putting people front and center is a good way to make the report more interesting and accessible.”
Tip 5: Use design to tell the story
Content may be king, but visual storytelling is the crown that makes it stand out. How you present your report can significantly affect its readability and engagement level.
A cluttered layout can distract readers, while a clean, visually appealing design draws them in and helps them navigate the information easily. Break longer reports into sections to make it obvious that you’re moving to the next topic.
Leigh notes that the design should enhance the content, not overwhelm it.
“The design should work in harmony with the content,” she says. “Use visuals like charts, infographics and photography to break up the text and make the story more dynamic.”
Complementary design and content are especially important for digital formats, where you can integrate multimedia elements like videos or interactive links.
“When creating digital reports, we often include clickable elements that allow the reader to dive deeper,” Leigh adds. “These assets make the report more interactive and keep the reader engaged.”For printed reports, you can incorporate a QR code that links to a video related to the topic.
Bonus tip: Sign up for our live webinar
Want to learn more about creating compelling healthcare marketing reports? Join us for our upcoming live webinar, “Mastering the art of healthcare marketing report writing.”
Our expert panel will share tips and best practices for writing effective reports that capture your audience’s attention and drive results.
Watch our on-demand webinar to learn about mastering the art of healthcare report writing.
Examples of storytelling in healthcare reports
To further illustrate the power of storytelling and the importance of having good stories to tell in healthcare reports, here are four examples:
- The opioid crisis: Instead of simply listing statistics and data on the rising number of opioid-related deaths, a report could include personal narratives from individuals affected by opioid addiction. Their story humanizes the issue and allows readers to understand the impact on real people.
- Patient journeys: A report on improving patient experiences could include a case study following one patient’s journey through their healthcare treatment. By sharing their struggles, challenges and successes, readers can see firsthand how specific programs and services make a significant difference in the patient experience. Watch our webinar on how to get to the heart of patient stories.
- Healthcare innovation: When discussing new technologies or innovations in healthcare, include success stories from patients or healthcare providers who have benefitted from these advancements. These stories add a human element to what could otherwise be a dry and technical topic.
- Global health issues: Reports on global health issues, such as access to clean water or immunization efforts, can use storytelling to highlight the impact of these problems on individuals and communities.
Let us help you make sure your report gets read
Knowing your audience, brainstorming, simplifying dense information, adding a human element and focusing on strong design are all key elements in creating a compelling healthcare report. Try these tips when you’re ready to write your next report.
But if you’re still feeling overwhelmed, WG Content can help. We specialize in writing impactful reports that effectively communicate your message while keeping readers engaged. Contact us today, and we’ll work with you to create an influential report that uses storyteller tactics to make your audience want to read more.
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