Beyond words: creating inclusive health content when it matters most

"Healthcare organisations have legal and ethical duties to reduce inequalities in access to healthcare services and related outcomes." (1)

With around 10% of the adult population identifying as LGBTQIA+ (2), marketing leaders in the health and medical sectors must ask: are our materials informed, relevant, and useful for everyone we aim to reach?

At Wallace Health, we’ve developed a practical framework to help health communicators move beyond surface-level terminology and towards creating meaningfully inclusive content. ‘Beyond words, into practice’ is a guide grounded in collaboration with LGBTQIA+ community members, secondary research, and our commitment to evidence-based, user-centred information design.

Here are the highlights on how healthcare and life sciences brands can lead with impact.

1. Ask, involve, include: Co-create with your audience

LGBTQIA+ inclusive writing starts with listening. Engaging your audience through focus groups, surveys or interviews uncovers vital insights – about language, tone, relevance, and unmet needs. This isn’t just respectful, it’s effective. Content shaped by real experiences resonates better and supports improved health outcomes.

For time - or resource-limited projects - secondary research and consultation of guidelines from organisations like Stonewall or the Patient Information Forum can provide a valuable starting point.

2. Use neutral language without losing clarity

Words matter. Gender neutral terms such as “people planning to breastfeed or chestfeed” rather than “new mums,” or “partners” instead of “husbands and wives,” invite broader audiences in and avoid alienating language.

That said, the appropriateness of neutrality depends on context. When specificity is needed – such as referencing health data tied to demographic groups, or addressing the needs of distinct patient groups, such as trans or intersex people – it’s better to be precise and transparent.

3. Challenge assumptions, reflect real lives

Too often, health materials unconsciously centre a narrow norm: heterosexual, cisgender, neurotypical, able-bodied. These assumptions risk marginalising patients whose needs don’t fit that mould. By actively questioning whose perspectives are prioritised and whose might be missing, communicators can create content that reflects real, diverse lives.

It’s about shifting from a default lens to an inclusive one, and doing so intentionally.

4. Think intersectionally

LGBTQIA+ communities are not monolithic. Age, ethnicity, disability, language, socioeconomic background – all of these influence health experiences. A leaflet for older LGBTQIA+ adults, for example, should acknowledge generational experiences of discrimination, which may shape how healthcare is accessed and understood.

By integrating accessibility best practices like plain language, screen reader compatibility, and inclusive imagery, you make content work harder, for more people.

5. Build in feedback and review cycles

Inclusivity is not a static goal. Language evolves. So do community priorities. That’s why we recommend embedding regular review cycles, audience feedback loops, and ongoing engagement with advocacy groups. This allows health content to remain a living resource: responsive, reflective, and up-to-date.

Let’s build better together

At Wallace Health, we work with clients across healthcare, medtech and life sciences to create communications that are medically accurate, compelling, and genuinely inclusive. Because better representation in health content leads to better health engagement – and ultimately, better outcomes for people, patients and your business.

If your organisation is looking to refresh its approach to LGBTQIA+ inclusion, we’re here to help.

Download our in-depth guide to developing LGBTQIA+ inclusive health resources for more details, external resources and references.

Reach out to explore how we can support your next project.

References

(1)   Braybrook D, Bristowe K, Timmins L, et al. Communication about sexual orientation and gender between clinicians, LGBT+ people facing serious illness and their significant others: a qualitative interview study of experiences, preferences and recommendations. BMJ Quality and Safety. 2023.

(2)   IPSOS LGBT+ PRIDE 2021 GLOBAL SURVEY - A 27-country Ipsos survey 2021