When I run my 5-day writing challenges with health and medical writers (over 60 so far), I notice the same pattern: the facts are correct, but the writing often feels flat. It reads like an academic paper instead of connecting with real people.

That missing link is empathy.

In healthcare, empathy builds trust: patients open up when they feel understood. The same principle applies to your health writing. Your readers engage, act, and remember content that makes them feel seen.

The research backs this up. The CDC reports that 9 in 10 adults struggle to understand health information [1]. They stress that clear, empathetic communication builds trust, improves health literacy, and helps people act on advice. Other studies, like the Verba Curant project, show that storytelling not only helps patients but makes healthcare professionals themselves more empathetic [2].

For SEO writers, this is exactly what Google’s EEAT guidelines reward: content that combines empathy with expertise, authority, and trust.

Let’s look at eight practical ways you can bring empathy into your health writing. You’ll see real examples, mini practical exercises, and tips you can apply to any health or wellness topic.

TL;DR: 8 Tips to Show Empathy in Health Writing

Lead with empathy before data: connect to how illness or worry feels, then add the numbers.
Acknowledge barriers: recognize cost, time, or symptoms that make advice harder to follow.
Use inclusive language: write “people living with diabetes” instead of “diabetics.”
Be transparent about uncertainty: say what research knows and what still needs study.
Add relatable visuals: show patients of different ages, genders, and backgrounds.
Make advice scannable & actionable: offer small steps like “swap one soda for water today.”
Answer health questions up front: start with a clear answer like “yes,” “no,” or “may help” before giving the details.
Share stories and lived experiences: use patient or carer voices to make content human.

8 SEO Tips to Show Empathy in Health Writing

1. Lead with empathy, then add data

Readers feel first, think second. If you start with empathy, the data lands harder because it speaks to the situation they already see themselves in. This means the way you frame the facts matters as much as the facts themselves.

Example 1 (teen anxiety):

V1: “In 202x, 1 in x teenagers struggled with anxiety in the UK.”
V2: “As a parent, you know how hard it is to watch your teenager lie awake at night, not knowing how to help. In 202x, 1 in x teenagers struggled with anxiety in the UK, and behind every number is a family carrying the same worry as you.”

👉 Why it works: You validate the parent’s worry before you present the data. The stat becomes a mirror of their lived experience.

Example 2 (gummy vitamin overdose):

In my NuBest blog, “What Happens If You (or Your Child) Eat Too Many Vitamin Gummies? “, I didn’t open with the toxicology data. Instead, I wrote:

“Gummy vitamins taste like candy, so it’s easy for kids or teens to want more than they should. But what happens if you (or your child) eat too many vitamin gummies? Maybe your child asked for an extra one, or you found an empty bottle and aren’t sure how many they ate. It’s normal to feel worried and wonder: Will this make them sick? Do I need to call a doctor?”

Only after capturing the parents’ panic did I bring in the data about fat-soluble vitamins (A, D, E, K) and iron building up in the body and causing toxicity.

👉 Why it works: Parents searching this question want reassurance that you understand their fear. Once they feel heard, they’re ready to process the medical details.

Try this in your writing:

Sketch the “moment of search”: where is the reader, what are they worried about?
Write one empathetic line capturing that moment.
Only after that, add the statistic or research insight.

Mini-practice exercise:

You found a relevant statistic to answer your health blog’s main query “How common is asthma in children?”. Here it is: “About 1 in X children have asthma in the US.”
👉 Your turn: Rewrite it with empathy for a parent who witnessed their child having a wheezing episode.

Of course, if this were a real example, it would also need to be properly referenced. I’ve added my suggested answer on the next page:

To learn more: see my guide on understanding human search intent, where I explain how to anticipate not only the questions people ask but also the emotions and fears driving them.

2. Acknowledge barriers

Your advice feels more authentic when you show you understand real-life struggles.

Example (healthy eating):

V1: “Eat more vegetables for better gut health.”
V2: “Cooking fresh meals every night isn’t easy when you’re juggling work and kids. Even adding a handful of frozen vegetables to dinner supports gut health.”

👉 Why it works: You meet readers where they are, instead of making them feel inadequate. A small, realistic step feels manageable, while a broad command can feel overwhelming.

Try this in your writing:

Before you give advice, pause and ask: What might stop my reader from doing this? Time, cost, motivation, stigma, equipment at home, or physical limitations can all be barriers. Naming them shows you understand your audience.

Mini-practice exercise:

👉 Your turn: Rewrite this advice to busy mums with barriers in mind: “Get at least 30 minutes of exercise a day.”

I’ve added my suggested answer on the next page:

3. Use inclusive language

Inclusive words help all readers feel respected. In health writing, this matters because your audience may include people of different genders, backgrounds, and experiences. In SEO, inclusive, respectful language builds credibility and aligns with EEAT’s emphasis on content quality for YMYL (Your Money or Your Life) topics. The AP Stylebook recommends choosing terms that reflect the person first and avoiding assumptions. The CDC and NIH (and medical style guides) also recommend gender-neutral words to include transgender and nonbinary readers.

Here are some examples:

Pregnancy

V1: “Pregnant women should avoid high-mercury fish.”
V2: “If you’re pregnant, avoiding high-mercury fish helps protect your baby’s health.”
👉 Why it works: This applies to women and to anyone else carrying a pregnancy. Inclusive language broadens relevance and builds trust.

Chronic conditions

V1: “Diabetics must check their blood sugar daily.”
V2: “People living with diabetes may need to check their blood sugar daily.”
👉 Why it works: Person-first language recognizes the individual, not just the condition.

Here’s another example from the NIH style guide (following the Associated Press (AP) Stylebook) when mentioning autism:

Example from the NIH style guide to know which words you should use when writing about autism.

Gender-neutral care

V1: “A woman should talk to her doctor about birth control options.”
V2: “Anyone considering birth control should talk with a healthcare provider about the options that fit their needs.”
👉 Why it works: Gender-neutral phrasing includes people of all genders who may need the same health advice.

Here’s another example from my blog “When Do Boys Stop Growing?”:
V1: “Boys usually stop growing between the ages of 16 and 18.”
V2: “By ‘boys,’ we mean those assigned male at birth who go through changes such as a deeper voice, facial hair, and growth spurts during puberty. Most stop growing between 16 and 18, though timing can vary.”
👉 Why it works: The second version explains what “boys” means in context, acknowledges variations in growth, and avoids excluding trans or non-binary people.

Try this in your writing:

When drafting health content, pause and check if your phrasing could unintentionally exclude or reduce people to their condition. Ask yourself:

Am I clear about who this advice applies to (pregnancy, puberty, conditions)?
Could I use person-first language (e.g., “people living with asthma” instead of “asthmatics”)?
Could I use gender-neutral phrasing (e.g., “anyone considering birth control”)?
Do I need to clarify sex assigned at birth vs. gender identity (e.g., in puberty or growth blogs)?
Have I avoided assumptions about lifestyle, culture, or family structure?

Mini-Practice Exercise:

Audience: Adults seeking mental health support.
Query: How to find therapy for anxiety?

👉 Your turn: Rewrite this: “Every man and woman should consider talking to a therapist if anxiety affects their daily life.”

I’ve added my suggested answer on the next page:

4. Be transparent about uncertainty

Admitting what’s known and what isn’t makes your content more credible. In health writing (and in life), honesty about limits of knowledge is a trust-builder.

Example (COVID):

V1: “We know masks stop the spread.”
V2: “Current studies suggest masks may help reduce the spread of COVID-19, though scientists continue to learn more as new variants emerge.”

👉 Why it works: Readers value honesty. It shows you’re not over-promising.

Try this in your writing:

Replace words like always, never, or proven with softer, more accurate terms: may, can, research suggests.
Explain what is clear (e.g., “Vitamin D supports bone health”).
Then outline what is uncertain (e.g., “Scientists are still studying its role in mood regulation”).
If possible, link to reputable sources (CDC, NIH, peer-reviewed studies) to show your claim is based on evidence, not opinion.

5. Add relatable visuals

Empathy isn’t only in words. Visuals can show readers you “see” them.

Example (child asthma care):

V1: “Use an inhaler with a spacer for best results.”
V2: Show an illustration of a parent helping a child use an inhaler with a spacer.
👉 Why it works: Visuals reduce confusion and reassure readers they’re doing it right.

Picture showing a mother helping her child use an inhaler with a spacer. This picture was added to demonstrate additional empathy beyond text. — Photo from iStock. Credits: tatyana_tomsickova.

Try this in your writing:

Use infographics for complex data (e.g., growth charts, vitamin safety levels).
Add step-by-step illustrations for tasks (e.g., how to give medicine, how to stretch safely).
Choose photos or drawings that reflect diversity (age, gender, background) so readers feel represented.
Keep visuals simple: avoid clutter, highlight only what supports the text.

6. Make advice scannable & actionable

When people are stressed, tired, or worried about their health, long blocks of text feel even more overwhelming. Breaking advice into short, clear steps helps readers see what to do right away.

Example (stress management):

V1: “Regular sleep, balanced meals, and daily movement can reduce stress and boost mood.”
V2:
Try these small steps:

Set an alarm to go to bed and wake up at the same time.
Swap one fizzy drink today for a glass of water.
Take a 10-minute walk straight after lunch.

👉 Why it works: Action verbs + bullet points make steps easy to follow.

Another example (sleep):

Here’s a list of actionable tips for better sleep from my NuBest blog on When Do Boys Stop Growing?:

Stick to a schedule: A consistent bedtime helps your son’s body get into a healthy rhythm.
Limit screen time before bed: Encourage him to put away phones, tablets, and video games at least an hour before bedtime.
Create a relaxing sleep environment: A quiet, dark, and cool room can help him fall asleep faster and stay asleep longer.

Try this in your writing:

Use numbered or bulleted lists for health routines, safety steps, or diet tips.
Start each bullet with an action verb (“eat,” “walk,” “check”).
Keep each point short enough to read at a glance.
If the topic is urgent (like safety), put the most important step first.

Mini-Practice Exercise:

Audience: Adults searching for quick heart-health tips.
Query: How to lower blood pressure naturally?

V1: “Lifestyle changes can help reduce blood pressure.”

👉 Your turn: Rewrite with a scannable, actionable list.

I’ve added my suggested answer on the next page:

7. Answer the question up front

Don’t make readers (and skimmers) dig for the answer. Give them a clear, direct response in the first line, then add details.

Bonus tip: Writing headings as full questions and placing the direct answer in the very first sentence under that heading increases your chance of being cited as a source by search engines and AI.

Example (meditation):

Key query: Does meditation reduce stress?

V1: “Meditation has been shown in several studies to reduce cortisol, regulate breathing, and support brain function…”
V2: “Meditation may help ease stress. Studies suggest it supports relaxation, steadier breathing, and a calmer mind.”

👉 Why it works: Readers (and search engines or AI) “see” the answer instantly.

Try this in your writing:

Imagine your reader typing the query into Google. Answer that exact question in your first line, e.g.: “Yes/no/maybe, and here’s how.” Then build on it with supporting details, studies, or practical steps.

8. Share stories and lived experiences

Stories validate readers’ feelings and make advice easier to believe and follow. Lived experiences make your article more unique and trustworthy. They’re less likely to be duplicated in AI content and more likely to increase reader engagement. They’re also rewarded by Google (Experience is part of EEAT).

If you’re using patient stories, always get clear consent, anonymise details, and follow confidentiality rules. Alternatively, draw on published research, forums, or your own lived experience to illustrate the point safely.

Example (chronic pain):

Key query: Does exercise help arthritis?

V1: “Exercise can improve mobility in people with arthritis.”
V2: “Many of my patients with arthritis describe the first steps of exercise as painful, but also say those steps are what help them move with less stiffness over time.”

👉 Why it works: A story turns abstract advice into something real. Readers connect with what others have experienced and feel reassured that the struggle (and progress) is common.

**Another example (dementia care):**

In my blog on dementia care and the TDI Model, I did the same. Instead of beginning with a clinical definition of dementia, I shared families’ voices: parents who left jobs, partners who grieved, children who felt excluded from decisions. These stories opened the door for empathy, before I explained how the TDI Model helps rebuild connection.

Try this in your writing:

With consent, use patient quotes or anonymized anecdotes.
Pull examples from research studies or health forums if direct quotes aren’t possible.
Share your own story (or your client’s story when you’re ghostwriting) if it’s relevant.
Place the story before the technical advice so readers feel understood first.

Mini-practice exercise:

Let’s take this example:

V1 (factual): “In 202x, 1 in x teenagers struggled with anxiety in the UK.”
V2 (with empathy, then data): “As a parent, you know how hard it is to watch your teenager lie awake at night, not knowing how to help. In 202x, 1 in x teenagers struggled with anxiety in the UK, and behind every number is a family carrying the same worry as you.”

👉 Your turn: Rewrite this as if you were part of the target audience yourself. Imagine you are the parent searching on Google (or AI) at midnight. How would you phrase the opening line to reflect your own voice?

I’ve added my suggested answer on the next page:

FAQs on Empathy in Health Writing

As writers, we show empathy in health content by putting ourselves in the reader’s shoes. Acknowledge their worries, use clear and simple language, and offer small, practical steps instead of overwhelming advice.
Balance facts with feelings when explaining an illness. Recognize the emotional impact of illness first (“Living with chronic pain can feel exhausting”), then share evidence-based information and actionable support.
Empathetic writing builds trust and encourages readers to stay, share, and return. Google’s EEAT framework rewards content that feels human, credible, and useful: empathy makes your writing stand out from generic or AI-driven content.

Final Thoughts: Showing empathy in health writing

Empathy is what makes your work trustworthy, human, and effective. In today’s market, where AI can churn out endless generic blogs, empathy is the human layer that sets you apart.

Here’s your quick checklist to apply the 8 empathy principles:

Lead with empathy, then add data → Start with the worry or emotion before presenting facts.
Acknowledge barriers → Show you understand the reader’s real-life struggles and offer small, doable steps.
Use inclusive language → Respect all readers by avoiding assumptions and using person-first, gender-neutral phrasing.
Be transparent about uncertainty → Build trust by stating what’s known and what’s still being studied.
Add relatable visuals → Use images, diagrams, or step-by-step illustrations that show people like your readers.
Make advice scannable & actionable → Break guidance into bullet points or short steps with clear action verbs.
Answer the question up front → Open with a direct answer, then expand — especially in headings and FAQs.
Share stories and lived experiences → Validate emotions with real voices, whether from patients, families, or your own life.

👉 If you’re new to SEO, pick one principle and apply it to your next draft. Then build up to using all eight.

👉 If you’d like to practice weaving empathy into your writing in a safe, supportive space, join my next 5-day SEO Writing Challenge, where we focus on writing short, empathetic LinkedIn mini-blogs that grab attention and build trust.

👉 If you’re ready to take this further and learn how to apply empathy across a full SEO health blog post, explore my SEO Mentorship Program. Together, we’ll refine your draft, optimize your blog's structure for search, and edit for empathy, so your work stands out.

Val ✍️

References

Augustosky T, Walker K, Chatham A, Meadows D, Marlin-Guanga Y. Promoting Health Literacy With Empathetic and Inclusive Communication. J Environ Health. 2023;86(5):50-51.
Bertolotti M, Cassinari A, Dacquino M, Maconi A, Grossi E. Storytelling and creative writing for enhancement of empathy and well-being in health professionals: the “Verba Curant” study, a randomized trial. Preprint. Published online 2024. doi:10.21203/rs.3.rs-4558224/v1.

About the Author

Valérie Leroux, MSc, is a bilingual SEO health writer and founder of Bioty Healthcare since 2022, helping health brands and medical writers create high-ranking, trustworthy content backed by science and empathy.

How to Show Empathy in Health Writing: 8 SEO Copywriting Tips (with Examples)

TL;DR: 8 Tips to Show Empathy in Health Writing