Dec 11, 2014

Be Bold, Be Brief, Be Brilliant, Be Gone

"I didn't have the time to write a short letter, so I wrote a long one", said Mark Twain.

Marketing and communication experts know that well-crafted and memorable health communication messages are brief, high impact, and visual. Research shows that the average attention span is as little as eight seconds. Most information transmitted to the brain is visual, and images are processed several thousand times faster by the brain than text.

My medical training reinforced this concept and I was taught to let patients leave medical visits with no more than a couple of key messages, and to use visual aids to reinforce messages whenever possible.

Unfortunately this body of evidence has not translated into health professions education with much consistency. Slide presentations, too often, have too much information, minuscule fonts,