Build Patient Comfort and Trust With Every Radiology Blog Post

Most patients don’t wake up excited about their imaging appointment. They’re worried about the results, worried about the cost, and worried about having to lie still in a loud, knocking tube for 20 minutes. If your website, blog, or social media sounds cold or overly technical, you’re adding to that anxiety instead of easing it.

Good radiology content should feel like a reassuring hand on the shoulder and reflect the care you provide. Here’s how to create content that helps patients relax, trust your team, and actually look forward to working with you.

Speak Human, Not Hospital

Medical jargon has its place (like in the report you send to the referring doctor), but patient-facing content needs to be in plain language.

Instead of:

“This MRI will generate T1- and T2-weighted images to evaluate disc morphology.”

Try:

“Your MRI will take detailed pictures of your spine to help your doctor see what’s causing pain.”

When patients can understand you, they immediately feel safer and more in control.

Show Patients What to Expect

Fear of the unknown is one of the biggest stress drivers. Use your website and blogs to walk patients through:

• How to prepare for each type of scan

• What the machines look like

• How long does the process take

• What noises or sensations they might notice

Add photos, short videos, or even a quick “day in the life” reel of a technologist prepping a scan. The more familiar it feels, the less intimidating it becomes.

Highlight Your Team’s Expertise and Personality

Patients want to know they’re in skilled hands but also friendly ones. Profile your radiologists and technologists with short bios that include both credentials and approachable details:

“Dr. Patel is a fellowship-trained neuroradiologist and an amateur baker who swears by her sourdough starter.”

Using a blend of authority and humanity builds trust and puts faces to your practice name.

Talk About Comfort Options

If you offer open MRI, warm blankets, noise-canceling headphones, or even just a patient-centered staff that explains every step, tell people.

Comfort features may seem small when they are a part of your everyday practice, but they’re a huge differentiator for nervous patients. A blog or social post titled “5 Ways We Make Your Scan More Comfortable” can go a long way.

Use Patient Testimonials

A few things calm anxious patients like hearing from someone who’s been there:

“I was nervous about my first MRI, but the technologist explained everything and even let me choose music during the scan.”

Short, authentic testimonials reassure patients that your practice takes care of people, not just images.

Explain Timing and Results Clearly

One of the most stressful parts of imaging is waiting for results. Use content to explain:

• How long does it typically take for results to be ready

• How you communicate with the referring doctor

• When patients should expect follow-up

Clear timelines stop patients from feeling left in the dark and keep your phones from ringing off the hook.

Keep the Tone Warm and Reassuring

Even technical information can feel friendly with the right tone. Use first- and second-person language (“we,” “you”), shorter sentences, and active voice.

Instead of:

“Patients will be notified upon report finalization.”

Try:

“We’ll send your doctor the results within 24 hours and let you know when they’re ready.”

Warm tone = calmer before the appointment.

Your content can do more than educate your patients. It can calm their fears and set the stage for a positive patient experience. 

At Borrowed Pen, we write radiology content that helps patients feel informed, calm, and cared for before they ever walk in your door. Work with us, and let’s make your practice the one patients trust from their first click.