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Ragan’s Top Women in Communications Awards Honor Jodi Amendola for Leading with Confidence and Empathy 

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Amendola Communications founder and CEO an honoree in the Leaders category for breaking new ground in healthcare, health tech public relations and marketing

SCOTTSDALE, Ariz., Jan. 16, 2023 – Jodi Amendola, CEO and founder of Amendola, a nationally recognized, award-winning healthcare technology and life sciences public relations and marketing firm, is an honoree in the 2023 Ragan’s Top Women in Communications Awards in the Leaders category.

The prestigious awards program honors the outstanding women who have redefined the boundaries of communications, shining a spotlight on their exceptional achievements and celebrating their valuable contributions to the industry. The Leaders category recognizes inspiring women who lead with confidence and empathy and have earned the admiration of their teammates.

Jodi Amendola is a pioneer in healthcare, health IT, and life sciences public relations and marketing. Twenty years ago, her mission to improve healthcare led her to start her own agency, Amendola Communications. She has grown the agency to a team of 25 account directors, media relations and social media pros, writers, and execs who are known in the market as the “A-Team” for the stellar client service and exceptional, measurable results they achieve for the agency’s 50 clients.

“I’m honored to be recognized by such a prestigious awards competition,” Amendola said. “On a personal note, I would like to extend my gratitude to all the women who have played essential roles in my own career development, serving as mentors, coaches, friends, and advocates. I’ve taken those learnings to build an organization of senior-level team members who are proud of the work they do, and clients who keep coming back because of the results we achieve for them. In fact, nearly 90% of our client base represent multi-year and repeat clients.”

Ragan will honor the women making the list at a special awards gala in New York City on Feb. 28 and in special editorial programming.

The award marks a great showing for the agency during the past year. In 2023, Amendola won two Platinum awards and one Gold in the Public Relations category of the MarCom Awards, one of the largest international creative competitions in the world. The agency also was honored recently in Ragan PR Daily’s Content Marketing Awards’ Agency of the Year, which recognizes the most effective and productive teams in public relations and marketing.

About Amendola

Amendola is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit www.acmarketingpr.com, and follow us on Twitter and LinkedIn.

Media Contact:

Marcia G. Rhodes, mrhodes@acmarketingpr.com

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Putting Your Communication On A Diet

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On the cusp of a new year, many of us start thinking about exercise regimens. But the founders of Politico and Axios recommend we put our “prose on a diet.” In their book, “Smart Brevity,” they spell out effective ways to communicate in a world of 24×7 news cycles and social media.

Theirs isn’t the first book to detail better ways to write. But they do build off the seminal “The Elements of Style” to account for our 21st century digital age.

Citing various research studies, they suggest that we’re “overindulging in words” and that we need to pay attention to how “people consume content,” and to “communicate to save people time.” The key is to get people focused “on what matters most.” That’s what they’ve done with their Axios newsletters, i.e., structured them in a way to inform, but also linking to the details if readers want to go deeper. Go “short, not shallow,” “with simplicity and brevity,” is their mantra.

In order to get people to understand what we’re saying, PR professionals also need to package content so it answers two questions:

  • What’s new? (i.e., tell me something I don’t know.)
  • Why does it matter?

It’s particularly important to be memorable in the subject line, be it in business communications or a story pitch to a reporter. The authors recommend no more than six words, grabbing the reader’s attention.

In the body of a communication, they also recommend bold-facing key points and using bullets to “impose rhythm.”  The first sentence is important because it may be the only opportunity to “tell someone what they need to know.”

Here are other key takeaways, many already known, but still good reminders for anyone in the business of writing and communicating:

  • Single out the person you want to reach
  • Be simple and direct
  • Use the right words
    • As Mark Twain once said, “The difference between the almost right word and the right word is really a large matter—it’s the difference between the lightning bug and the lightning.”
  • Sharpen thoughts and ideas
  • “Deliver depth, detail and nuance more quickly”
  • Less is more
  • Use active verbs always
  • Write direct, declarative sentences
  • Use one-syllable words in lieu of two- and three-syllable ones
  • “Tell me a story; don’t tell me about a story”

One thing I found interesting was their recommendation to use emojis in e-mail subject lines, as a means to stand out.

The book also includes chapters with best practices for writing e-mails and presentations, running meetings, writing speeches, building visuals, doing social media, and running companies.

The ultimate goal is to “win the war for attention,” and this book provides a worthy playbook for doing so.

Know Your Audience: The Fine Line Between Technical Language And Jargon

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One of the foundational PR rules that any communications professional learns is to avoid the use of jargon –  the technical terminology or characteristic idiom of a special activity or group, as defined by Merriam-Webster. In my years working in PR for healthcare and health IT organizations, this has been a permanent item on my list of interview tips, and any media training I’ve conducted has included guidance to avoid the use of jargon.

When communicating to a general audience, this is sound guidance and standard practice. Jargon is unnecessarily complicated, can confuse your audience and cause your audience to lose interest. If your audience has tuned out because they don’t understand what you’re telling them, they won’t hear or read your message.

It may be tempting to include technical language to demonstrate proficiency and credibility with particular subject matter. This is an especially tricky trap for those of us who work in specialized areas like healthcare and health information technology. But there’s a fine line between using familiar terms and wading into the murky waters of jargon.

As with any marketing content, one size does not fit all. Public relations and marketing must be specific to your audience. Using technical language can demonstrate competency and help build credibility, if the audience can understand it. That’s why it’s crucial to do your homework, research your audience and their level of understanding.

Get to Know Your Audience

In a recent Amendola Communications blog post, my colleague Jack O’Brien reminded us that PR representatives should take time to do their research on the journalists and outlets that they’re pitching. Not only will this help you target your pitches to topics of interest, but it will also help you tailor your language to the journalist’s readers and the publication’s audience.

This is especially true for any media relations professionals who work in a specific industry, as we do at Amendola Communications. We work with a variety of reporters – from those who write for publications focused on a specific medial specialty, to trade reporters with a deep focus on health IT, to healthcare beat reporters at major national publications, to general assignment reporters at daily newspapers. The audience and level of understanding for each of these reporters and publications will be different, and so should each pitch. As you can see, one size definitely does not fit all.

Write in a Manner the Audience Will Understand

Once you’ve done your homework and you understand your audience, you should also delve into their level of familiarity and understanding of the topic you’re pitching. For example, if a publication targets physician executives, you can safely assume the audience will understand basic medical terminology because of their medical education. A physician discussing cardiovascular health can thus feel confident that the audience will understand the term “myocardial infarction.

However, if that same physician is instead speaking to the general public about heart health, it would be more appropriate to use the more colloquial and widely understood term “heart attack.” A good rule of thumb when pitching to and writing for a general audience is to avoid using language that your Aunt Sally wouldn’t understand.

Always Keep the Reader in Mind

I’ll offer some sage advice that one my college professors, Steve Kopcha, shared from his decades of experience in strategic communications: “Say it square, then say it with flair.”

It’s easy to get so caught up in figuring out how to “say it with flair” that we forget to first “say it square.” In the simplest terms that Aunt Sally would understand, how can you communicate what your client’s product or service does? What problem does it help to address? Why does this matter for the reader?

A former communications colleague of mine who had spent years as a local news reporter offered a helpful way to frame this concept. She would ask me how I’d explain something to my next-door neighbor, and why it would matter to them. When you find yourself struggling with whether to use technical language, ask yourself what it will mean to the person reading the article you’ve pitched. Will it help further their understanding, or does it muddle your message? Keeping the reader in mind will help you to walk that fine line between technical language that helps to inform and jargon that muddles your message.

5 Ways To Make Work From Home Work For Your Business

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At the time, I did not realize we were so innovative. When I founded the agency in 2003, it was clear to me that with the Internet, email, phones, and the nature of our public relations and marketing communication services, not everyone needed to be in the same office all the time. I also recognized that I could more easily attract and retain the best talent for our agency – whether they were in California, Texas, Massachusetts or North Carolina – by not forcing them to relocate to our office in Scottsdale, Arizona.

In 2021, our agency looks prescient considering most of my staff have always worked from their homes. In reality, at the time, I was just doing what was best for my business. To this day, though, employee after employee tells me that the choice to work from home, not uprooting their families and starting a new life in a new town, was a major attractive feature in joining our agency.

As the COVID-19 pandemic continues throughout most of the country—and survey after survey show how much employees prefer to work from home—some employers are considering that they may need to loosen their policies to allow more team members to work from home. Although it might make it harder for our agency to compete for talent, I would encourage you to do it. Here’s how to make work from home work for your company:

  1. Set Clear Expectations

Like all businesses, our agency runs on deadlines. Whether it is an article, press release, white paper or PR plan, having clear, accountable deadlines ensures that the distractions of working from home do not detract from productivity.

Another expectation we have is accessibility and responsiveness. We offer flexible schedules as long as the work gets done and clients are happy, but when a member of our team says they will be in their office, we expect that they will indeed be available either by email, phone or for web meetings. That availability is important for internal communication, but it is even more crucial to better serve our clients. Being available and responsive to them must always be the top priority during work hours.

2. Communicate, communicate, communicate

Although many companies use Slack and other business communication platforms, our team has still found email to be the most effective and easiest way to stay in touch with each other on a daily basis. Of course, we have plenty of phone calls and web conferences, but the bulk of our daily communication runs on email.

Once again, if one of our clients wants to use a business communication platform, our account teams happily use that method. The key is the consistency of communication and setting the expectation of a prompt response during a team member’s regular schedule.

3. Show Me the Schedule

Our account teams do a lot of writing, editing, and strategic planning, which is much easier without the distractions and interruptions of email and meetings. We also do not want to disrupt any of their client meetings with our internal questions or calls.

For these reasons and others, our account teams make their schedules public so their managers and colleagues can visualize their availability. Other than client meetings, our teams also make sure to block time in their schedule for writing, editing or creating a presentation. Blocking a schedule sends a message like an office door being open or closed. As a colleague, you know what it means when you see it.

4. Company-Wide Meetings Are a Must

Although the actual time seems to constantly change, our agency still meets regularly on a web conference to talk about agency updates, share success stories and best practices and even feature guest speakers. To keep it fun, we compile positive feedback that team members have received from clients or colleagues and share them. We also have a drawing where a positive comment is drawn at random and the person receiving the compliment wins a gift card. We call it our “kudos” drawing and it is always an uplifting way to close a meeting.

5. Check-in Regularly

Every six months, we have a formal check-in where a manager will talk with a team member about their work, accomplishments, challenges and solicit feedback to find out how we can improve as an agency. Since we are still relatively a small company with 25 team members, I also still check in with people I haven’t spoken to in a while on a more personal level to see how they are feeling about work, their life and if we can support them in any way. Since we can’t have impromptu “water cooler” or coffee machine moments, these random check-ins help nurture a sense of closeness and camaraderie that is difficult to cultivate when we don’t see each other in person as often.

A bonus tip: If your work-from-home team feels comfortable traveling, have a company-wide retreat either once a year or every couple of years, depending on your company’s size and budget. It is always rewarding when we can get together in a fun location, enjoy meals and learn from each other. The fact that we so rarely get to see each other in person makes the retreats especially meaningful for our team.

So whether you plan to bring all, some or none of the team back to the office once the pandemic is under control, I recommend instituting an option to work from home, if it is feasible for your company. Our teams appreciate the perk and show it to us every day in their high quality of work and client service.

Look for the Human Connection to Health Tech

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Most people working in communications are familiar with the idea that storytelling creates the most impactful and memorable messages. Feeling a human connection to a story is what makes it resonate with us, and what makes us care. Working in the healthcare communications field makes it easy to tell great stories because we’ve all had our own healthcare experiences. Healthcare is personal and we can relate to any number of situations because of that.

When pitching/covering/writing about health IT, it’s important to center around the human element. Amendola CEO Jodi Amendola has shared that the best PR is personal, and the human connection is what makes any story relatable. My colleague Margaret Kelly also recently wrote about her perspective on health IT as a patient. Connecting the features of health tech to end users (physicians and other care providers) and to the ultimate benefits to patients makes stories more powerful and demonstrates the value of technology.

In the health IT world, there’s so much innovation and so many new tools, programs and systems that can improve the healthcare system. But the most important stories in health IT are not about the technology but instead about the patients who ultimately benefit from the technology. Patients are the ultimate beneficiary of all the innovation happening in healthcare, from safety, to efficiency, to patient satisfaction and ultimately improved health outcomes.

If, like me, you’ve had a telemedicine appointment this year because of COVID-19, you’ve experienced health tech innovation firsthand. While telehealth was not initially conceived as a method for delivering health care to prevent viral spread during a pandemic, it’s an unexpected use case for an innovation that was originally thought of as a convenience. The rapid adoption of telemedicine during the COVID-19 pandemic has likely changed health care delivery, and telemedicine is likely here to stay in a bigger role moving forward.

I can look at my own career in PR and see real-world examples of how healthcare technology benefitted physicians and patients in unexpected ways. I live in the Kansas, which is right in the heart of “Tornado Alley.” No, I’ve never actually seen a tornado, but the sirens are a familiar part of spring and summer in the Midwest. Tornados are destructive and can be deadly – you may remember the horrific destruction of the EF-5 tornado in Joplin, Missouri in 2011 which killed 161 people and badly damaged the local hospital.

Even though there were reports of X-ray films being blown 70 miles away, patient records were also digitized. When the hospital was closed due to the extensive damage, the community set up temporary facilities to care for patients and the clinicians were able to electronically access medical records for those patients. Prior to the widespread adoption of electronic health records, this would not have been possible.

I was also working in health IT when a devastating tornado ripped through a medical center in Oklahoma in 2013. The roof was torn off and the medical center had to evacuate patients to other locations within the regional health system. Before EHRs, this situation would have left clinicians without access to the health records for the patients in their care. But thanks to the digitization of medical records and a regional health information organization (RHIO) for which my employer remotely hosted the records, patients could be transferred to other nearby facilities and physicians could access patients’ records for treatment.

This second example was actually a cover story in Modern Healthcare that highlighted how technology makes our healthcare system better and benefits communities and patients. It may have been an unintended use case for health information exchanges (HIEs) and remotely hosted records for disaster preparedness, but sometimes unforeseen events help to prove the efficiency and value of certain innovations.

Finding a meaningful way to communicate how innovations benefit people makes health IT messages more memorable. To make your health tech story resonant with audiences, always look for the human connection.

Diameter Health Engages Amendola For Strategic Public Relations, Social Media and Content Marketing Services

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Healthcare agency to increase awareness of scalable solutions for streamlined clinical data optimization

SCOTTSDALE, Ariz., Sept. 24, 2020 – Amendola Communications (Amendola), a nationally recognized, award-winning healthcare and health IT public relations and marketing firm, announced that Diameter Health has hired the agency to provide strategic PR, social media and content marketing services to drive thought leadership and visibility of its clinical data optimization technology for health plans, state and federal government, health information exchanges and throughout the healthcare ecosystem.

Amendola will promote Farmington, CT-based, Diameter Health through ongoing PR and content development programs, supported by Amendola’s top-tier industry and media relations team. Drawing on Amendola’s deep industry knowledge and diverse media relationships in healthcare, business and consumer media, the comprehensive program will promote the benefits of quality healthcare data that improves patient care, increases revenue, as well as reduces administrative burden.

“I’ve worked with Amendola at two previous companies and Jodi and the A-team deliver top notch results,” says Terry Boch, chief commercial officer at Diameter Health. “In the short time we’ve been working together, the program has already made an impact. Their depth of healthcare knowledge, marketing and public relations expertise and industry connections have been fundamental in communicating our solutions for clinical data optimization to clients and prospects.” 

“I am ecstatic to add Diameter Health to our growing family of companies that rely on Amendola to gain ongoing visibility in a dramatically shifting marketplace,” said agency CEO Jodi Amendola. “Diameter Health, which normalizes and enriches clinical data to create real time value, improving both the quantity and quality of data, is leading the way with improved ROI, which is especially important during this economic environment. In addition to delivering industry leading technology to automate data optimization for clients with real successes and outcomes, the company is led by an experienced, proven management team. We look forward to the ongoing partnership and to building momentum to drive strategic growth.”

With automated, proven technology and a five-step data optimization process, Diameter Health improves both the quality and quantity of clinical data available to drive critical business and healthcare processes. Diameter Health provides a longitudinal patient record, packaged and ready for use in HEDIS reporting, risk adjustment, care management, and gaps in care solutions. With a highly scalable platform that aggregates clinical data from disparate systems, Diameter Health’s solutions deliver FHIR-ready standardized, interoperable data that is more accurate and complete.

About Amendola Communications

Amendola is an award-winning, full-service and insights-driven public relations and marketing firm that integrates PR, social media, content and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the best-known brands and groundbreaking startups that are disrupting the status quo. Amendola’s seasoned team of PR and marketing veterans understand the complex healthcare environment and provide strategic guidance and creative thinking to deliver proven ROI that boosts reputations and drives market share. Making an impact since 2003, with an unprecedented number of repeat clients, Amendola combines traditional, digital and new media to drive growth. For more information about the industry’s “A-Team,” visit www.acmarketingpr.com, and follow us on Twitter and LinkedIn.

About Diameter Health

Diameter Health is the standard for clinical data optimization, transforming raw patient information into the highest quantity and quality of interoperable data for healthcare organizations. Powered by automated, scalable, auditable technology and a team of industry experts, Diameter Health delivers actionable and enriched clinical data that enables real-time transactions, improved analytics, reduced cost, and better care outcomes. The Diameter Health platform enables organizations that depend on multi-source clinical data streams, such as health plans, Health Information Exchanges (HIEs), healthcare IT, life insurers, and state and federal governments to realize greater value from their data. For more information, visit www.diameterhealth.com or contact us at info@diameterhealth.com.

Media Contact:

Marcia G. Rhodes, VP, Amendola Communications

mrhodes@acmarketingpr.com

Amendola Taps Philip Anast for General Manager Position

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SCOTTSDALE, Ariz., June 30, 2020 – Amendola Communications, a nationally recognized, award-winning healthcare and health IT public relations and marketing agency, has promoted Philip Anast to the position of General Manager, the agency announced today. Anast is a PR agency veteran with more than two decades of experience in account leadership and executive roles at B2B, healthcare/health IT and technology agencies. In alignment with Amendola’s policy to promote from within, Anast previously served as a Senior Account Director at Amendola, providing strategy and oversight for numerous client accounts over the past three years.

As General Manager, Anast is taking on a number of leadership roles. On a daily basis, he handles employee and client relations, and is managing agency-wide best practices. He also manages major agency projects and evaluates and implements new products and services that expand the agency’s digital marketing, social media and analytics capabilities.

“Philip has built an impressive career at PR agencies of all sizes and is ideally suited for the role of Amendola’s General Manager,” said Jodi Amendola, founder and CEO of Amendola Communications. He is objective, solutions-oriented, and cares about agency employees and clients. Philip is not only an exceptional account director, he also brings to the table strong managerial experience.”

In addition to his General Manager role, Anast serves as strategist for a number of accounts.

Anast has served in senior positions in large and small agencies over the years. Prior to joining Amendola,  Anast was Vice President at Chicago-based PR firm Tech Image. During his 15-year tenure there, Anast was instrumental in managing client programs, providing strategic counsel, pitching new business, growing client relationships, teaching best practices and managing finances.

During his prolific career, Anast has provided public relations expertise to clients such as HP, Language Analysis Systems, Motorola, PricewaterhouseCoopers, Kaufman Hall, Vocera (VCRA), Capsule Technologies, Lightbeam Health and others.

“I’m pleased to step into the role of General Manager at Amendola. I see Amendola growing on multiple levels, including our client portfolio, service offerings and account director and support teams,” Anast said. “My chief goal for the new role is to set us up for success as we expand our footprint in public relations, digital and content marketing, and social media.”

Members of the media can access Anast’s bio here.

About Amendola Communications 
Amendola is an award-winning, national public relations, marketing communications, social media and content marketing firm. Named one of the best information technology (IT) PR firms in the nation four times by PRSourceCode, Amendola represents some of the best-known established brands and groundbreaking startups in the healthcare and HIT industries. Amendola’s seasoned team of PR and marketing pros delivers strategic guidance and effective solutions to help organizations boost their reputation and drive market share. For more information about the PR industry’s “A-Team”, visit www.acmarketingpr.com, and follow Amendola on Twitter and LinkedIn.

Media Contact:
Marcia G. Rhodes
Amendola Communications
480.664.8412 ext. 15
mrhodes@acmarketingpr.com

Jodi Amendola Honored as One of Ragan’s “Top Women in Communications”

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Amendola Communications CEO recognized in the “Leader” category for her outstanding achievements in building a high-performing PR and marketing agency

SCOTTSDALE, Ariz., May 19, 2020 Ragan Communications confirmed what most healthcare and health IT companies (and her employees) already know when it recognized Jodi Amendola in the “Leaders” category in its inaugural “Top Women in Communications” Awards.

Ms. Amendola was honored for her achievements in leading Amendola Communications to become an award-winning, “go-to” agency for PR and marketing within the healthcare and health IT industries. The agency has consistently developed award-winning campaigns and programs for start-ups, mid-tier and large industry organizations, and has helped take multiple clients to initial public offerings, merger and acquisition or other positive financial outcomes.

“I am thrilled to receive this recognition from Ragan, but none of it would be possible without our great clients and the outstanding team we have built,” said Amendola, who is CEO of her eponymous agency. “When I first started Amendola Communications there were just three of us working out of a spare bedroom. It was hard to imagine then that one day we would have 25 brilliant PR and marketing professionals spread across every region of the country and more than 40 of the top healthcare and health IT companies on our client roster. It’s been an incredible journey so far, and the best is yet to come. I am grateful and humbled to receive this award, and to stand with so many other tremendous women leaders.”

Ragan’s Top Women in Communications Awards are presented annually to women who are making a significant impact in their day-to-day job and career, advancing the profession while accelerating growth for their organizations. A Top Woman in Communication inspires she is fearless and an indefatigable player in the game. To qualify in the Leader category, the nominee must lead with conviction and empathy, and have a team that looks up to her.

Amendola Communications has been on a hot streak this awards season. The agency recently had three client campaigns earn recognition in the 2019 MarCom Awards, and won “Campaign of the Year” for its work with client Health Catalyst in the Business Intelligence Group 2019 Public Relations and Marketing Excellence Awards.

About Amendola
Amendola is an award-winning national public relations, marketing communications, digital and content marketing firm. Named one of the best information technology (IT) PR firms in the nation four times by PRSourceCode, Amendola represents some of the best-known brands and groundbreaking startups in the healthcare and HIT industries. Amendola’s seasoned team of PR and marketing pros delivers strategic guidance and effective solutions to help organizations boost their reputation and drive market share. For more information about the PR industry’s “A Team,” visit https://www.acmarketingpr.com, and follow Amendola on Twitter and LinkedIn.

Media Contact: 
Marcia Rhodes, Amendola Communications, 480.664.8412 ext. 15 / mrhodes@acmarketingpr.com

Health Care or Healthcare? Here’s the Answer You Won’t Find in an AP Stylebook

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Marketing, advertising and PR professionals know that words matter. And many companies are tweaking their internal and external communications to better reflect their mission and values. That might mean talking about those who work for you as “team members” to better reflect a belief that all employees contribute to the success of an organization.

Similarly, many companies are shifting how they talk about their customers, using terms like “partners” instead. The message is that they’re committed to help companies succeed with support and advisory services, rather than just delivering a product in a box and walking away.

In the healthcare industry, we’re seeing a shift in how providers are talking about patients, too. They’re also rethinking how they talk about the services they deliver and the conditions they treat. And anyone who is marketing to or communicating with providers should understand why the following three word choices matter.

1. Healthcare versus health care

The difference between these two terms is about more than house style or personal preference. The term healthcare–one word–refers to an industry and the system of providers within it. But health care–two words–is about improving health and caring for people, especially when it comes to treating populations. The current trend toward population health is about making communities healthier by supporting preventive care and wellness. The goal is to provide health care–in order to keep people out of the healthcare system.

2. Patients versus people

Speaking of keeping people out of the healthcare system, marketers should use caution when using the word patient. Many healthcare organizations–especially those that are focused on population health and accountable and value-based care models–are rethinking this common noun. In fact, some healthcare organizations have asked their staff to avoid using it whenever possible and use phrases like “the woman in room 401” or “the people we care for at our hospital.” Of course, it’s not always possible. It wouldn’t make sense to use the phrase “people outcomes” instead of “patient outcomes,” for example. But when you’re communicating with healthcare leaders who are passionate about their mission, keep in mind that they do, indeed, view their patients as people first.

3. Disease states versus conditions

Another trend showing up in the language of health services is to avoid conflating patients with their conditions. You don’t say a person “is cancer.” So why would you say a person “is diabetic?” Just as people are much more than patients, they’re also more than their disease state. And no one wants to be defined by what makes their lives most difficult. These days, the preferred phrase is “a person with diabetes.”

These may seem like small distinctions to you. And, yes, the differences are sometimes subtle. But it’s still worth taking into consideration. Because the use of these words speaks to the value and mission of provider organizations, physicians, nurses–and others across non-clinical departments, too–who have dedicated their lives and their careers to caring for people. A small effort to speak their language is not only a sign of respect for that passion, but also demonstrates you are well-versed in the current thinking about health care.
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Because, after all, words matter.