The tentative language of healthcare marketing


We are taught over and over throughout our educations that “helping” verbs (auxiliaries) and other crutches weaken and dilute our writing and our message. But then, because of invasive regulatory and legal constraints on making claims about healthcare or medical devices, writing (in marketing) about solutions in these areas becomes virtually meaningless.

“Device X can contribute to helping reduce infections.”

Not a single definitive statement in there, and that’s how it is. Definitively.