PM360: Senior Director of Commercial Strategy and Innovation at Cadient, a Cognizant Company, Talks About the Company’s Strategy to Address Health Literacy

“Cadient’s strategy for addressing health literacy for patients involves two steps: Design and content strategy,” says Christina Mullen. “When designing content, the company looks at the words or instructions that can be paired with icons or visual cues and alerts as well as complex terms.” Excerpts:

“The strategy for choosing the actual content typically starts by following two approaches: Using plain language and looking at how phrases and the weight of content is blocked in the materials. Finally, patients come with all forms of understanding of their health, so campaigns and materials must always plan for the lowest degree of literacy—typically at a 5^th grade reading level.

By simplifying language, using visual cues/illustrations, or incorporating interactive tools, patients will better understand instructions around their medication and condition—ultimately leading to improved levels of compliance. This approach addresses the full spectrum of how people learn. All humans absorb information in one of seven ways: Linguistic, logical, spatial, musical, kinesthetic, interpersonal, and intrapersonal. Digital (e.g., video, quizzes, visual storytelling/infographics, etc.) is the only medium that caters to all of these methods.”

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