How to write for HSE digital services - How to write clearly

We write clearly so that everyone can understand us. If people can't understand what we say, they can't follow our healthcare advice or access the services they need.

There are two terms you might see when reading about writing clearly:

  • plain English
  • plain language

These terms are sometimes used interchangeably.

We use the term 'plain language'. When we say 'plain language' we mean using words and designs that make content easier for people to understand and use.

Why writing clearly is important

Research shows that everyone prefers clearly written content, no matter their level of education or reading ability.

Using plain language makes sure that content is:

  • relevant
  • findable
  • understandable
  • usable

Plain language is also better for people who have unmet literacy needs.

"1 in 5 adults in Ireland are at or below level 1 in literacy. This means that around 700,000 people struggle with reading and understanding everyday text, like bus timetables or medicine instructions" - National Adult Literacy Agency (NALA)

Our content must be accessible

Under EU law, we have to make sure that everyone can access our content.

Writing clearly makes our content accessible. It ensures fair access to healthcare information and that everyone can understand what the HSE does as an organisation.

Using plain language reduces barriers for people who have:

  • lower levels of literacy
  • any difficulties with reading
  • any difficulties processing written information
  • English as an additional language

As an organisation, the HSE uses plain language. It is essential to ensure our information is accessible, easy to understand, and meets our legal obligations.

HSE plain language guidelines

Writing for specialists

Plain language is better for everyone.

Even if we're writing for a specialist medical audience, we write in plain language. It makes complex information quicker to read and easier to understand.

Research has shown that even specialists in their field prefer plain language. For example, one study shows that 80% of lawyers prefer plain language.

Plain language is not dumbing down - it's opening up to a wider audience.

Plain language and the law: The legal consequences of clear and unclear communication - nala.ie

The public speaks: an empirical study of legal communication - SSRN.com

Using plain language

Plain language is a way of writing and presenting information that helps the reader to understand it the first time they read it.

To do this:

  • use the same words as our users
  • use short, simple words
  • write short, clear sentences - 20 words maximum
  • write for a young reading age
  • use the active voice
  • do not use jargon
  • explain technical or medical terms
  • write positive sentences

Following these steps will make our content easier to understand.

Use the same words as our users

We use the same language as our users when we write for digital HSE channels.

This helps users find, understand and trust our content.

The only time not to use the same language as users is when common terms become outdated. For example, while users may be used to hearing that a person 'is obese', saying a person 'has obesity' is both more accurate and less stigmatising. Language like this can change over time for a range of reasons. For example, clinical and patient research.

Do research to find the right words before you start writing.

Use common words

Use everyday words. They are easy for people to understand. They make our content easier to find.

Common words examples
✅ Good ❌ Bad
✅ Good Go to your GP. ❌ Bad Visit a medical professional.
✅ Good You can use all community care services. ❌ Bad You are entitled to avail of a complete range of community care services.

Use short words

Choose the shorter word over the longer word.

Short words examples
✅ Good ❌ Bad
✅ Good use ❌ Bad utilise
✅ Good buy ❌ Bad purchase
✅ Good help ❌ Bad assist
✅ Good about ❌ Bad approximately

Write short, clear sentences

Get to the point - remove introductory words.

Be direct rather than suggestive.

Avoid unnecessary adjectives and adverbs. They are hard to interpret and make sentences longer. Be specific instead.

If a sentence gets to 20 words, break it into 2 sentences.

Short sentences examples
✅ Good ❌ Bad
✅ Good Call an ambulance. ❌ Bad You should consider calling an ambulance.
✅ Good You do not need an appointment. ❌ Bad An appointment will not be needed beforehand.

Write for all reading levels

Aim for a reading age of about 9.

For technical medical and professional content, aim for a maximum of age 12.

There are a number of tools that check the readability and reading age of your content.

Some tools we use:

Use the active voice

The active voice is easier to understand than the passive voice. It makes your content positive and direct. When users know who is doing something, it builds trust.

Say 'The dog bit the man.' Do not say 'The man was bitten by the dog.'

Active voice examples
✅ Good examples ❌ Bad examples
✅ Good examples We will send you a letter. ❌ Bad examples A letter will be sent to you.
✅ Good examples We will send your medical card in the post. ❌ Bad examples Your medical card will be sent to you.

Address people directly

Use personal pronouns - we, you, our, your.

Check that it's clear who 'we' is. If it's not, explain.

Direct address examples
✅ Good example ❌ Bad example
✅ Good example Your doctor will explain your diagnosis to you. ❌ Bad example Your diagnosis will be explained to you by a medical professional.

Do not use jargon

People do not understand jargon. It's often vague and risks misinterpretation. People do not trust it.

It's easy for jargon to sneak into content, particularly if you know your subject well.

Even when we write for a specialist medical audience, we write in plain language.

Look out for:

  • words, acronyms and abbreviations the organisation uses internally
  • nominalisation (turning verbs into nouns)
  • business-speak
  • legalese
  • medical jargon
  • marketing-speak
  • specialist terms that aren't technical terms

✅ Good example

We pay the GPs, dentists, pharmacists and other healthcare professionals who give free or reduced-cost services to the public.

❌ Bad example

We support the delivery of primary healthcare by providing reimbursement services to primary care contractors for the provision of health services to members of the public in their own community.

Explain technical terms

Technical, clinical or industry terms are not jargon. It's fine to use them where necessary - just explain what they mean the first time you use them. Check that the term is really necessary before you use it.

Technical terms examples
✅ Good examples ❌ Bad examples
✅ Good examples Surgeons usually remove tonsils with a surgical blade. ❌ Bad examples Tonsils are usually removed using cold steel surgery.
✅ Good examples A virtual ward means you can get hospital-level care while staying at home. ❌ Bad examples A virtual ward is a new innovation that brings the hospital to your home.

Write positive sentences

Positive sentence construction is easier to read. Negative sentences can be frightening and doom-laden in health writing.

Positive sentences examples
✅ Good examples ❌ Bad examples
✅ Good examples You need a password to sign in. ❌ Bad examples You can't sign in unless you have a password.
✅ Good examples You should be back to normal in 7 days. ❌ Bad examples You won't feel back to normal for up to 7 days.

Things to avoid

Do not use redundant synonyms

Avoid strings of words which mean the same thing.

Common examples in legal writing include:

  • alter or change
  • last will and testament
  • confessed and acknowledged
  • made and entered into
  • convey, transfer, and set over
  • order and direct

✅ Good example

To change your medication, contact the pharmacy.

❌ Bad example

If you need to alter or change your medication, contact the pharmacy to order and direct this.

Do not turn a verb into a noun

✅ Good example

The committee agreed to finance the new drug.

❌ Bad example

There was committee agreement to finance the new drug.

Do not use compound constructions

Here are some common examples of compound constructions with simple alternatives you can use instead.

Compound constructions examples
✅ Simple ❌ Compound
✅ Simple by ❌ Compound by means of
✅ Simple because of ❌ Compound by reason of
✅ Simple to ❌ Compound for the purpose of
✅ Simple about ❌ Compound in relation to
✅ Simple if ❌ Compound in the event that
✅ Simple before ❌ Compound prior to
✅ Simple about / concerning ❌ Compound with reference to

Do not give things human characteristics

When writing about a nonhuman entity, object or concept, do not use words or phrases that convey:

  • intention or desire - for example, refuse, want, demand
  • intellect - for example, think, know, realise, understand, aware
  • emotion - for example, like
  • permission - for example, allow, let
Human characteristics examples
✅ Good examples ❌ Bad examples
✅ Good examples You can book an appointment in the app. ❌ Bad examples The app allows you to book an appointment.
✅ Good examples You cannot use emojis in the app. ❌ Bad examples The app doesn't like emojis.

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