Before you keep reading, which words do you remember?
It doesn’t matter how good or bad your memory is.
If you’re not using your crazy-good, pass-that-test, short-term memory abilities, you, like most people, remembered clipboard. And baby. And macula.
Clipboard was the first word, so it stuck.
As your brain struggled to remember the other words, it hit Puppy, which was not like all the others. Again—it stuck in your memory.
The last word was Macula. The average brain is frazzled with trying to pay attention to so many words. Your very human brain may have gone into auto-pilot and remembered the first, the last, and the unusual.
So, what do patients remember?
Whether face-to-face or from the communication outlet of your choice, you now know the answer, don’t you? And since your patient database tend to be people, what do you think they are going to remember?
That, my friend, is why the P.S. is so vital. Because the patient is almost certainly going to read the P.S., no matter what else they read (or skip).