„We need more compassion in our writing,“ said Dr. Shuldiner, low vision optometrist and founder of the IALVS (International Academy of Low Vision Specialists). „Our texts are too cold and theoretical; there’s not enough empathy in them!“
I listened as he explained how most patients arrive at his practice only after having been told they are going blind, and there’s nothing that can be done.
So, here I was. I had researched the medical conditions leading to low vision for the past two weeks but suddenly felt that it was all for nothing.
How do I address readers who have just been told they’re going blind? What do I tell them?
That’s when I began to understand what it means to write medical marketing content.