Using readability software to enhance the health literacy of equine veterinary clients: An analysis of 17 American Association of Equine Practitioners' newsletter and website articles

Abstract

Background: Veterinarians often provide supplemental healthcare information to horse owners via newsletters and website articles. However, articles written above the reading level of the intended audience contributes to misunderstanding. To ensure that the text in equine healthcare articles and brochures is consistent with the literacy of clients, veterinarians can adopt guidelines set forth by the National Institutes of Health (NIH) and the American Medical Association (AMA) for a target 6th grade readability level.

Objectives: The goal of this study was to evaluate the readability levels of a sample of American Association of Equine Practitioners' (AAEP) newsletter and website articles prepared expressly for veterinarians to download and share with their clients. Examples from these handouts are used to illustrate principles and techniques veterinary professionals can use to align their writing with the literacy of their intended audience.

Study design: Software-based readability analysis of 17 AAEP newsletter and website articles.

Methods: A free online readability calculator was used to generate a consensus grade level readability score for 17 downloadable AAEP veterinary newsletter and website articles.

Results: Sixteen of 17 articles were written above the recommended 6th grade reading level.

Main limitations: We propose that a 6th grade readability level, as set forth by the AMA, is a reasonable target for the diverse population that makes up veterinary clients; however, there is currently no research that establishes this target for veterinary clients and the American Veterinary Medical Association (AVMA) has yet to issue a consensus statement on the subject.

Conclusions: Awareness of the issue of client literacy and use of tools such as readability analysis software can help veterinarians provide clients with 'easy-to-read' written materials that deliver a message that clients can comprehend, thus improving their health literacy and empowering them as partners in the veterinary-client relationship.

Keywords: client education; horse; horse owner; literacy; medical writing; readability.