--- title: World class, cutting-edge hospital gobbledygook image: https://www.davidmeermanscott.com/hs-fs/file-1604286001-jpg/blog-files/6a00d83451f23a69e20162fbc34b00970d-300wi.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2011/10/hospital_gobbledygook.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # World class, cutting-edge hospital gobbledygook October 19th, 2011 1 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1604286001-jpg/blog-files/6a00d83451f23a69e20162fbc34b00970d-300wi.jpg?width=300&height=414&name=6a00d83451f23a69e20162fbc34b00970d-300wi.jpg) **Would you want these guys to take care of you or a loved one?** *"We have assembled surgical and clinical expertise second to none, have a state-of-the-art trauma center, developed sophisticated minimally invasive techniques, and called on innovative training and technology to ensure the highest level of patient safety and quality of care. These clinical initiatives, a thriving research enterprise and an unparalleled [Famous University]-affiliated medical education program all enable [Hospital Z] to fulfill our mission." * When I read this I don't imagine people working at this hospital have a great bedside manner. Sure it's "just website copy" but it is important. When I deliver [talks around the world](https://www.davidmeermanscott.com/engagements.htm), I try to include some [gobbledygook](https://www.webinknow.com/2009/04/top-gobbledygook-phrases-used-in-2008-and-how-to-avoid-them.html) from the industry or company whose people I am addressing. [![Hospital mission statement](https://www.davidmeermanscott.com/hs-fs/file-1604286001-jpg/blog-files/6a00d83451f23a69e20162fbc34b00970d-300wi.jpg "Hospital mission statement")](http://freshspot.typepad.com/.a/6a00d83451f23a69e20162fbc34b00970d-popup) Earlier this year I spoke at the Forum for Healthcare Strategies and popped up this gem. While the slide was up, [@chrisboyer](http://twitter.com/#!/chrisboyer) snapped a pic and shared via Twitter. The example contains the following world-class, cutting-edge, mission-critical gobbledygook: ** -- second to none -- state-of-the-art -- innovative -- unparalleled** Not to mention all the healthcare specific jargon contained in just two sentences. I'm always fascinated by the words "innovate" and "innovative" which I determined from [analyzing](https://www.webinknow.com/2009/04/top-gobbledygook-phrases-used-in-2008-and-how-to-avoid-them.html) every press release sent in the English language over an entire year (there were 770,000 releases) to be the most overused gobbledygook term of all. **Let's eliminate the gobbledygook! ** As [Ann Handley](http://twitter.com/#!/MarketingProfs) and [C.C. Chapman](http://twitter.com/#!/cc_chapman) say in their book [Content Rules](http://www.amazon.com/exec/obidos/ASIN/0470648287/freshspotpubl-20), just "speak human." The content you create is meant to build a relationship with buyers. The best content is developed through an understanding your target audience and using the words and phrases that they use. Focus on buyer problems, not your own ego or the jargon in your industry. [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Don't forget to share this post: ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David Meerman Scott", "url" : "https://www.davidmeermanscott.com/blog/author/david-meerman-scott" }, "datePublished" : "2011-10-19T11:33:49.000Z", "headline" : "World class, cutting-edge hospital gobbledygook", "image" : [ "https://www.davidmeermanscott.com/hs-fs/file-1604286001-jpg/blog-files/6a00d83451f23a69e20162fbc34b00970d-300wi.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.davidmeermanscott.com/blog/2011/10/hospital_gobbledygook.html", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.davidmeermanscott.com/hubfs/_Assets/Logo/david-meerman-scott.png" }, "name" : "David Meerman Scott" } } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.davidmeermanscott.com/#person", "@type" : "Person", "description" : "Marketing and sales visionary, international bestselling author of 12 books, keynote speaker in 47 countries, and advisor to emerging companies.", "email" : "mailto:David@DavidMeermanScott.com", "image" : "https://www.davidmeermanscott.com/hubfs/DMS-Homepage-Featured.jpg", "jobTitle" : [ "Keynote Speaker", "Author", "Business Growth Strategist", "Marketing Advisor" ], "knowsAbout" : [ "Content Marketing", "Fandom Marketing", "Newsjacking", "Real-Time Marketing", "Public Relations", "Sales Strategy", "Business Growth" ], "name" : "David Meerman Scott", "sameAs" : [ "https://en.wikipedia.org/wiki/David_Meerman_Scott", "https://www.linkedin.com/in/davidmeermanscott", "https://x.com/dmscott", "https://www.instagram.com/dmscott/" ], "url" : "https://www.davidmeermanscott.com" } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.davidmeermanscott.com/#website", "@type" : "WebSite", "author" : { "@id" : "https://www.davidmeermanscott.com/#person" }, "name" : "David Meerman Scott", "potentialAction" : { "@type" : "SearchAction", "query-input" : "required name=search_term_string", "target" : { "@type" : "EntryPoint", "urlTemplate" : "https://www.davidmeermanscott.com/search?q={search_term_string}" } }, "url" : "https://www.davidmeermanscott.com" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David Meerman Scott", "url" : "https://www.davidmeermanscott.com/blog/author/david-meerman-scott" }, "dateCreated" : "2014-09-10T23:37:08", "datePublished" : "2011-10-19T07:33:49-0400", "description" : "", "headline" : "World class, cutting-edge hospital gobbledygook", "image" : [ "http://cdn2.hubspot.net/hub/413105/file-1604286001-jpg/blog-files/6a00d83451f23a69e20162fbc34b00970d-300wi.jpg" ], "inLanguage" : "en-us", "learningResourceType" : "article", "name" : "World class, cutting-edge hospital gobbledygook", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://413105.fs1.hubspotusercontent-na1.net/hubfs/413105/_Assets/Logo/david-meerman-scott.png" }, "name" : "Freshspot Marketing LLC" }, "timeRequired" : "1 minutes", "url" : "https://www.davidmeermanscott.com/blog/2011/10/hospital_gobbledygook.html" } ```