Developing Engaging Marketing Communication & Health Education Materials (Intermediate)

Developing Engaging Marketing Communication & Health Education Materials (Intermediate)


Course Overview

Learners will learn communication and copywriting techniques that they can use in making impactful marketing communication and health education materials to engage their clients, patients and caregivers. This include brochures, leaflets, websites, fact sheets, infographics and FAQs. The course uses local and international examples as well as best practices from international healthcare organisations. This is a hands-on course, designed with a variety of skills practice and group activities. Learners are encouraged to bring a project they have worked on/are working on to class.


Course Outline:

During and after the training you will:

  1. Learn the communication needs of patients and caregivers.
  2. Understand the impact of communication on patient experience.
  3. Understand how health literacy impacts health education and your communication objectives.
  4. Know how to identify your communicative objective and the needs of your target audience.
  5. Know how to choose between communication formats (eg. Brochures, poster, flyer, infographic, webpage, social media post, EDM) to achieve your communication objective.
  6. Be able to organize information through audience-focused communication technique so as to achieve your communication objective.
  7. Know how to develop easy-to-understand and persuasive content for health education or marketing communications objectives.
  8. Be able to write simply and without jargon so as to communicate better with patients and caregivers.
  9. Know how to use persuasive communication techniques to capture your reader’s attention and to achieve your communication goal.
  10. Be able to activate person-centered care principles in communication materials for patients, clients and caregivers.
  11. Understand design basics to make attractive health educational and promotional materials.
  12. Be introduced to online graphic design tools for non-designers.
  13. Practice your skills through individual and group simulated case study and exercises.

On completion of the course, participants will be able to develop engaging marketing communication and health education materials for their target audience – be it patients, clients, caregivers or members of the public.  They will be able to produce easy-to-understand and persuasive content to achieve their communication and health education objectives and to improve the patient experience.

Please Note:

A minimum of 75% attendance will be required for you to complete the programme and receive your certificate.

Target Participants

Healthcare and community care staff who are involved in making marketing communication and health education materials. This include healthcare professionals and corporate communications executives.

Course Details

Date/ Time

Date: 13-14 September 2021
Time: 9:00 AM to 5:00 PM


Kwong Wai Shiu Hospital
705 Serangoon Road
Singapore 328127

Course Trainers

KWSH is delivering the course in partnership with Health Communication Matters

Ms Ai Ling Sim-Devadas

Director & Consultant, Health Communication Matters

Ai Ling is a healthcare communications consultant, facilitator and courseware developer with extensive experience in healthcare. She is passionate about helping healthcare professionals communicate more effectively to benefit the patients they care for with better patient experience and improve health outcome. Through Health Communication Matters, a healthcare communications consultancy she has set up, she conducts corporate training for healthcare organisations and trains healthcare professionals in healthcare communication, corporate communications and service excellence. Prior to being a healthcare communications consultant and facilitator, Ai Ling undertook senior communications responsibilities in a public hospital, managing all aspects of communications strategy and operations from media relations, marketing communications, crisis communications and internal communications. She brings with her over 20 years of experience working with hospitals and healthcare organisations to communicate effectively with the public, patients and healthcare professionals. With an intimate knowledge of the healthcare industry, she understands the issues, challenges and trends and has provided communications counsel to doctors, healthcare professionals and the C-suite. She is a DACE-certified curriculum developer and ACTA-certified trainer. She is also a member of the Institute of Public Relations Singapore, the Adult Education Network and The Beryl Institute (the global organization for patient experience). Ai Ling also serves as the Co-Chairperson of the SingHealth Patient Advocacy Network (SPAN) and as a member of Dover Park Hospice Communications and Outreach Committee.

Course Fees per pax: $780.00 (excluding GST)

Up to 90% course fee support from AIC Community Care Training Grant is available for eligible Community Care organisations.

Please register for the course via AIC Learning Management System (LMS 2.0).

Contact us:

(65) 6422-1300