





































AMWAJournal.org     15Session Reports

 Look for author instructions on the journal’s home 

page, which may be in a tab near the top or a link along the 

side or near the bottom of the page. Note that submission 

instructions are usually different from author instructions. 

Submission instructions include the platform for uploading 

your manuscript files, any publication fees, and other rele-

vant information.

Common Features of Manuscripts
Schrank toured the common features of modern manu-

scripts, showing both organization and what information 

goes where. Journals do vary in placement for some infor-

mation; here are common things to check:

• Information required on title page

• Specific subheadings for abstracts

• Acknowledgements section—thank contributors (eg, 

statisticians, medical writers)

• Source(s) of funding

• Conflicts of interest—sometimes duplicated

Dummy Submissions Allow Editors to Discover What 
the Journal Requires
If the target journal is known, start a dummy submission 

in the online portal using the login ID and password of the 

submitting author. Gathering all information and materials 

from your authors ahead of time will avoid delays when it is 

time to submit the manuscript. Once you start the dummy 

submission, read the instruction prompts carefully for any 

surprises (eg, a cover letter is required and authors have not 

written one).

Common information requested on submission:

• Email addresses for all authors

• Biography of each author

• Suggested peer reviewers and email addresses; some 

journals require it and want up to 3 names

• Conflicts of interest/wording of statement for no 

conflicts

• Open access fees (do authors know this and want to 

pay for it?)

• Summary Box/Key Messages of the research

 Once the manuscript is submitted, it will follow 1 of 3 

paths (Table), and some authors will also engage the editor 

in this phase.

Christine Holzmueller is a Senior Technical Writer at the Johns 
Hopkins University Armstrong Institute for Patient Safety and 
Quality in Baltimore, Maryland.

Author declaration and disclosures: The author notes no com-
mercial associations that may pose a conflict of interest in rela-
tion to this article.

Author contact: cholzmu@gmail.com

Reference
1. Gawande A. The Checklist Manifesto: How to Get Things Right. 

Metropolitan Books; 2009.

* * *

WHERE DATA, DESIGN, AND TECHNOLOGY MEET: 
EFFECTIVE INFOGRAPHIC STRATEGIES FOR 
HEALTH COMMUNICATION
Speaker 
Kathleen Walker, Content Strategist, Communicate Health, 

Fort Worth, TX 

By Sunali Wadehra, MD
What is an Infographic, and Why are They Important?
An infographic is a graphic visual representation of infor-
mation, data, or knowledge that is intended to present com-
plex information quickly and clearly. Slick graphics and data 
visualization are used to engage the audience, and visual 
storytelling is used to convey a concept. A well-designed 
infographic helps people find what they need, understand 
what they find, and remember what they read. Note that not 
just any chart or graph qualifies as an infographic; it must 

represent this criterion.

Table. Three Paths of a Manuscript

Path Role of the Editor

Accepted Read the article proofs carefully for issues introduced 
by the journal editors (eg, typos) and for behind-the-
scenes comments that should have been removed

Respond to queries/comments addressed to the 
authors

Deter authors from requesting new revisions, as this 
could be costly (if it is allowed) 

Revise and  
Resubmit

Ensure response letter is polite; thank the  
reviewers for suggestions (even if slightly off base)

Help author pick the important battles; yield to sug-
gestions and points when ethically possible

Ensure that the revision is better, not worse, than 
the original text

Explain to the reviewer what was changed and why

Follow instructions for how the editor wants to see 
changes to the manuscript (eg, track changes visible, 
detailed cover letter) 

Rejected Submit to another journal 
Rework manuscript then submit elsewhere

http://www.amwajournal.org


AMWAJournal.org     16Session Reports

 What is the value of an infographic? Likely, they can 

reach and engage audiences in a way that health informa-

tion becomes easier to understand than another media. An 

infographic is 30 times1 more likely to be read than a text 

article because users are more likely to engage with con-

tent that is presented visually. In addition, people following 

directions with text and illustrations do 323%1 better than 

people following directions without illustrations, so info-

graphics are particularly effective in conveying information 

that requires users to act. In addition, infographics stand out 

from the crowd, are easy to share, and may be more cost-ef-

fective than other media.

 An infographic may be used to present statistical data, 

provide how-to guides, describe processes, illustrate time-

lines, map trends, make comparisons, and organize facts. 

Note that how-to guides are especially valuable for low liter-

acy populations, as visual elements can help facilitate their 

understanding. This approach is particularly effective when 

you test them on audiences to make sure the infographic 

conveys the right takeaways.

Did You Know That Infographics May Facilitate Health 
Literacy?
Did you know that about 9 in 10 people have limited health 

literacy? They too should be able to access health informa-

tion, and infographics help to facilitate that. The best prac-

tices for creating infographics are aligned with several key 

health literacy principles. What are some examples of these 

principles?

• State the main message up front.

• Use common, familiar words.

• Use “1 in X” language. (eg, “1 in 5”)

 Other recommendations specific to using infographics to 

promote health literacy include aiming for minimal text and 

using key messages, using images as cues to support under-

standing, and providing visual representations to help learn-

ers understand the meaning of data.

More Strategies, Tips, and Tricks
Writers and designers are key players in creating content and 

developing infographics. Those involved in the content devel-

opment process—which should happen before the design 

process—should try to identify opportunities for the designer, 

whilst being open to their approaches. Even content designers 

sketch their visions out for the infographic. However, every-

one else involved in the process should also understand its 

nuts and bolts to facilitate collaboration and communication. 

Here are 10 strategies for optimizing infographics: 

1. Start with an audience and a message. This helps 

to hone in on the “why” and “how.” More specifi-

cally, determine your audience, objective, goals, and 

method of distribution.

2. Find data. For example, data can be gleaned from 

internal, government, academic, and/or research 

resources. Note that it is okay to start with more data 

than needed and pare down during the development 

process.

3. Write a story—meaningfully. What is the story that 

needs to be told? How can that story be supported with 

data? Is there a hero statistic that can be featured? A 

few strong pieces of data to back the story up can be 

advantageous, with the hero statistic acting as a  

single takeaway piece of data that is the centerpiece  

of the story.

4. Look for visual opportunities. Evaluate the content 

and consider how the story can be conveyed through 

visualizations, including data that can be designed or 

content that can be reinforced with an icon. Also, use 

positive visualization when possible. For example, 

when designing an infographic about outdoor air qual-

ity, consider presenting someone exercising indoors.

5. Be creative. Consider questions such as, “Can I add 

an accompanying visual here?” “Does this deserve an 

icon?” “How can this data be displayed?”

6. Choose meaningful design elements, including 
colors and fonts. Even these elements should be stra-

tegic. For example, color palettes that include red can 

reinforce a message of danger.

7. Keep it simple. A major problem noted with many 

infographics is a design that fits too much content. 

Minimal content is the way to go, and visual elements 

should be the star.

8. Organize and group content in logical ways. 
Content should be split into clear, digestible chunks. 

Note that even 1 page of draft content in Microsoft 

Word can at times be too much for an infographic.

9. Create a clear visual hierarchy. This may guide the 

learner through the desired order of what should be 

read first, next, and last. Because many individuals 

tend to tackle visual information in chunks, they are 

likely to view this information in a sequence of how 

important it seems.

10. Design for clarity and readability. Make use of white 

and negative space to allow content to breathe, use 

appropriate and readable (sans serif ) fonts, build with 

a grid in mind, and avoid styles that make content or 

imagery difficult to interpret.

http://www.amwajournal.org


AMWAJournal.org     17Session Reports

Conclusion
This session covered what 

infographics are, why they 

are used, when they are used, 

and when they shouldn’t be 

used. In general, they may 

help you identify your audi-

ence and goals, communi-

cate data and other health 

information, reinforce your 

message visually, educate 

across barriers, create aware-

ness, and encourage action. 

Sunali Wadehra is a freelance medical writer at Wadehra 

Medical Writing, LLC, in St. Louis, MO. 

Author declaration and disclosures: The author notes no com-
mercial associations that may pose a conflict of interest in rela-
tion to this article.

Author contact: sunali@wadehramedicalwriting.com

Reference
1.  Cox LK. Why are infographics so darn effective? [Infographic]. 

Hubspot website. Updated July 28, 2017. Accessed October 2021. 
https://blog.hubspot.com/marketing/effectiveness-infographics#
sm.0001lqkcekbcccr810862dx9nrvhr

* * *

THE IMPORTANCE OF DATA PRESENTATION
Speaker 
Barry Drees, PhD, Senior Partner, Trilogy Writing & 

Consulting GmbH, Frankfurt, Germany 

By Sampoorna Rappaz, PhD
The effectiveness of medical communication hinges on 
both the text and the accompanying data presentation 
being fit-for-purpose. Dr Barry Drees, in his presentation at 
AMWA’s 2021 Medical Writing & Communication confer-
ence, explained how we can fulfill the ultimate purpose of 
data presentation, which is to tell a story clearly and simply. 
Using examples from the domain of regulatory writing,  
scientific communication, and medical and world history, 
he illustrated how good data presentation can help focus 
the message, correct misperceptions, and even save lives!
 When done well, each element of data presentation 
within a document communicates 1 main message, which 
is determined by the question that the data are answer-
ing. Identifying this question and the message will help us 
decide how to best represent the data (Figure). Distinct data 
presentation types exist, each suited to a unique purpose. 
Once we have made a choice, we can use logical design 
principles to highlight and clarify the message.

Design Considerations for Tables
Dr Drees has the following advice for creating tables:

Resource List
For inspiration

• designspiration.com
• good.is/infographics
• DailyInfographic.com
• abdz.do

For design assistance
• infogr.am
• piktochart.com
• easel.ly
• visual.ly

Figure. How to 
determine the right 
data presentation 
type. The purpose 
and message of the 
data presentation 
and the type of data 
variable will direct 
our choice.

http://www.amwajournal.org
https://blog.hubspot.com/marketing/effectiveness-infographics#sm.0001lqkcekbcccr810862dx9nrvhr
https://blog.hubspot.com/marketing/effectiveness-infographics#sm.0001lqkcekbcccr810862dx9nrvhr
https://blog.hubspot.com/marketing/effectiveness-infographics#sm.0001lqkcekbcccr810862dx9nrvhr
http://designspiration.com
http://good.is/infographics
http://DailyInfographic.com
https://abduzeedo.com/
https://infogram.com/
https://piktochart.com/
https://easel.ly/
https://visual.ly/product/infographic-design



