Informing
Source: Online Behavior Guidelines | Lifestyle in Healthcare Coalition
The Informing strategy focuses on Knowing: patients must know what to do and understand the benefits. This chapter covers four techniques.
1. Understandable communication (basic technique)
Section titled “1. Understandable communication (basic technique)”Use simple language (B1 level)
Section titled “Use simple language (B1 level)”- Write short, simple sentences
- Use active verbs
- Avoid difficult words and jargon
- Use bullet points for accessibility
Use visuals and infographics
Section titled “Use visuals and infographics”- Choose imagery that supports the text
- Create diagrams or visual overviews (Venn diagram, concept map, flowchart)
Structure and readability
Section titled “Structure and readability”- Ensure clear organization with clear headings
- Use short paragraphs
- Place most important information at the beginning and end
- Divide large amounts of information into small chunks
Personalization
Section titled “Personalization”- Send personal communication addressed by name
- Align with the stage the patient is in
- Adapt tone of voice to the target audience
- Offer information in different languages if needed
Reliability
Section titled “Reliability”- Use reliable sources (healthcare providers, healthcare institutions, knowledge centers)
- Stimulate active learning by using knowledge tests
- Provide immediate feedback on errors
2. Risk communication
Section titled “2. Risk communication”With risk communication, you provide patients with information about potential (personal) risks, such as side effects or long-term risks of unhealthy behavior.
Types of risks
Section titled “Types of risks”| Type | Description |
|---|---|
| Personal risk | Probability × severity of a health risk |
| Comparative risk | How does the risk compare to the average? |
| Cumulative risk | Risk that increases over time |
Methodological requirements
Section titled “Methodological requirements”Use absolute numbers instead of percentages:
- Good: “25 out of 100 patients get a skin rash”
- Wrong: “25% of patients get a skin rash”
Use pictograms to visualize risks - this helps with decision-making.
Present only essential information for the patient’s decision-making.
Step-by-step plan
Section titled “Step-by-step plan”- Express the risk in absolute numbers/frequencies
- Use visual elements to promote understanding
- Show how risks increase or decrease over time
- Provide a summary overview with all risks and benefits
- Offer an action perspective to reduce the risk
Examples
Section titled “Examples”3. Normative feedback
Section titled “3. Normative feedback”Normative feedback is a form of feedback where a person’s behavior is compared to a norm or reference group.
Types of norms
Section titled “Types of norms”| Type | Description | Example |
|---|---|---|
| Health norm | Official guideline | ”The recommendation is max 2 glasses of alcohol per day” |
| Group norm | Behavior of comparable people | ”People your age drink on average…” |
Step-by-step plan
Section titled “Step-by-step plan”- Ask about current behavior - Let the patient think about their own behavior
- Indicate the norm - Health norm or group norm
- Show the difference - Make the gap visible between current behavior and norm
Examples
Section titled “Examples”- What do you drink? | Van Keulen et al.
- Wheel of Five | Voedingscentrum
- Physical activity guidelines test | Kenniscentrum Sport
4. Arguments
Section titled “4. Arguments”Arguments for lifestyle change can convince someone of the benefits of healthier behavior.
Methodological requirements
Section titled “Methodological requirements”Arguments must be strong:
- Offer new, relevant information
- Align with values and beliefs of the target audience
- Make arguments concrete and specific
One-sided vs. two-sided:
- One-sided: only mention advantages - works for people who are already positive
- Two-sided: also mention disadvantages - works for skeptical people and increases credibility
Step-by-step plan
Section titled “Step-by-step plan”- Match arguments to your target audience and ensure recognition
- Describe the desired outcome (quitting smoking, more exercise, etc.)
- Give concrete benefits that are relevant for this person
- Refute any counterarguments
- Use testimonials or experience stories
- Connect arguments to personal goals
- Avoid exaggeration - this arouses distrust
Scientific foundation
Section titled “Scientific foundation”- Kools, M., et al. (2006). The effect of graphic organizers on subjective and objective comprehension of a health education text. Health Education & Behavior, 33(6), 760-772.
- Lustria, M.L.A., et al. (2013). A meta-analysis of web-delivered tailored health behavior change interventions. Journal of Health Communication, 18, 1039-1069.
- Petty, R.E., et al. (2009). The elaboration likelihood model of persuasion. Emerging theories in health promotion practice and research.
This article is from: Online Behavior Guidelines (PDF)
Published by the Lifestyle in Healthcare Coalition, February 2025
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