ABSTRACT
In the context of medical journalism, it is the choice of words and constructions that best communicates with the target audience. Articles in scientific journals have their own structure, in which the introduction is followed by methods, then research and finally discussion (IMRAD). By the end of the planning stage, one should have a brief outline of what one want to write. Find some peace and quiet and quite simply start writing. Style is a difficult area. It is not a mark of 'personality' or an excuse to show off an expensive education. Experienced writers sometimes write long sentences effectively. Others generally fail. Keep to about five sentences every hundred words. Testing your work on others can be a painful process, but it can save countless rejections. An article is a product like any other, so package it effectively. First impressions are important. As GPs have heartsink patients, editors have heartsink writers, with similar traits.
