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Get To Know Your Readers

You’ve identified your intended readers—the people you want your health materials to reach. Before you start writing the materials, it’s critical to learn all you can about your readers’ communication needs and preferences.

Why should I learn about my readers?

Taking this step will make the materials easier for your readers to understand and use. As a result, the materials will be more effective.

What should I learn about my readers?

Here are some questions to ask about your readers’ communication needs and preferences:

• What do they already know about the health topic? What do they still need to learn? What are their specific goals and problems in relation to this topic?

• How well do they read and understand health writing? Do they have any disabilities or other challenges that make this harder? 

• What language(s) do they read and write very well?

• What are their cultural beliefs and practices related to the health topic? 

• What types of written materials work best for them? For instance, do they prefer smartphone apps, brochures, or websites? What types of text do they find most engaging?
  
  

How can I learn about my readers?

To learn about your readers, gather existing and new data.

Gather existing data

Start by gathering existing data about your readers. Here are some free sources of data. (Note: Patient privacy laws protect the health data of individuals.)

American Community Survey

This annual survey provides estimates of income, education, employment, health insurance coverage, and housing costs and conditions for U.S. residents.

City and county databases

Explore city and county databases. For instance, reach out to the county health department.

Nonprofit groups

Contact nonprofit groups that work with your readers. These include literacy groups, cultural groups, and food banks.

U.S. Census Bureau data profiles

These data profiles cover more than 100,000 U.S. states, counties, tribal areas, zip codes, and congressional districts. They provide information about education, employment, health, housing, and more.

U.S. Department of Health and Human Services health data

This searchable website provides state and federal government data on a wide range of health topics. These include environmental health, medical devices, Medicare & Medicaid, social services, community health, mental health, and substance abuse.

Gather new data

Existing data likely won’t tell you everything you want to know about your readers. So you may need to gather new data. Let’s look at two ways to gather new data: focus groups and individual interviews.

Conduct a focus group

Focus groups let you gather data quickly from several people.

Follow these steps to plan and conduct a focus group:

1. Recruit participants. For each focus group, recruit eight to 10 people who represent your readers. Explain the goals of the focus group, and answer questions.

2. Schedule the focus group. Choose a time and place for the focus group that work for participants. Consider their work and family duties. The session should last 60 to 90 minutes. 

3. Prepare questions. Write open-ended questions that will yield the data you seek.

4. Arrange for a moderator. Arrange for someone to run the focus group. The moderator should know about the topic and how to run focus groups.

5. Arrange for a notetaker or a recording. Arrange for someone to take notes during the focus group. Or plan to make an audio or video recording. Be sure to get participants’ permission to record the group. 

6. Conduct the focus group. The moderator should start with introductions and encourage everyone to take part in the discussion. 

7. Analyze your results. Analyze the notes or recording. Write a summary of the results.
   
   

Conduct individual interviews

Individual interviews work well with people who have lower fundamental literacy or health literacy. They make it easier to communicate with participants.

Follow these steps to plan and conduct individual interviews:

1. Recruit participants. Recruit people who represent your readers. Explain the goals of the interviews, and answer questions.

2. Schedule the interviews. Choose a time and place for the interviews that work for participants. Consider their work and family duties. Each interview should last 45 to 60 minutes.

3. Prepare questions. Write open-ended questions that will yield the data you seek.

4. Arrange for an interviewer. Arrange for someone to conduct the interviews. The interviewer should know about the topic and how to conduct interviews.

5. Arrange for a notetaker or a recording. Arrange for someone to take notes during the interviews. Or plan to make an audio or video recording. Be sure to get participants’ permission to record the interviews.

6. Conduct the interviews. During each interview, the interviewer should:

   • Introduce himself/herself.

   • Introduce the topic to be discussed.

   • Hold eye contact.

   • Let participants take their time answering questions.

   • Leave room for silence.

   • Ask follow-up questions to gather more data.

7. Analyze your results. Analyze the notes and recording. Write a summary of the results.
   
   

Get to know your readers

Learning about your readers will help you write effective health materials.

We extend our sincere gratitude to Audrey Riffenburgh, for her invaluable peer review and expert feedback, which significantly contributed to the enhancement of this article.

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