The tentative language of healthcare marketing

Standard

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.

One thought on “The tentative language of healthcare marketing

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s