Adding alternative text to images in your patient leaflet or SmPC
Why add alternative text?
Adding alt text to images in patient leaflets is essential because it makes those documents accessible to everyone, including people who are blind or visually impaired and rely on screen readers. Alt text provides a verbal description of images, ensuring that meaningful visual information, such as instructions, warnings, or medication details, is communicated effectively even in the absence of sight.
For patient leaflets on emc, proper alternative text supports patient safety and engagement by:
- Making medication instructions and visual cues understandable to those who can’t see the images.
- Complying with legal and best-practice guidelines for pharmaceutical communication regarding accessibility.
- Empowering patients with low health literacy to safely and effectively use medicines by clarifying steps and precautions through accessible imagery.
- Contributing to health literacy, shared decision-making, and self-management, allowing patients to make informed choices about their treatment.
Only leaflets that are truly accessible - through clear text and descriptive imagery -enable all users to understand crucial medical information and achieve better health outcomes.
Step-by-Step: Add Alt Text in Word
- Insert Your Image
- Go to the Insert tab on the Word ribbon.
- Click on Pictures and choose where to get your image from (e.g., ‘This Device’).
- Open the Alt Text Dialog
- Right-click the image.
- Select Edit Alt Text from the context menu.
- Alternatively, select the image, go to the Picture Format tab, and click Alt Text.
- Enter Your Description
- A side panel opens on the right.
- Type a short, specific description in the box—focus on what’s important for someone who cannot see the image.
- Write 1-2 sentences if needed.
- Example for a diagram of a tablet: “Diagram showing a patient splitting a tablet in half as instructed.”
- Do not include phrases like “image of” or be redundant with nearby text.
- Mark as Decorative
- If the image is purely decorative and does not convey essential information, tick Mark as decorative in the alt text window.
- Screen readers will skip decorative images.
- Review and Repeat
- Review your alt text for accuracy and relevance.
- Repeat for every image in your document.
Writing Effective Alt Text
- Be clear, specific, and succinct.
- Only describe information the image conveys that isn’t obvious from the text.
- For patient leaflets, focus on patient-relevant content (e.g., steps, warnings, labelling details).
Visual Guide
- Insert Image
- Go to Insert > Pictures
- Open Alt Text
- Right-click image > View Alt Text
- Add Description
- Type your patient-relevant description
Quick Checklist for emc QRD Leaflets
- Is every image tagged with meaningful alt text or marked as decorative?
- Does alt text focus on patient understanding (medication, administration, key visual cues)?
- Is the text short, clear, and non-redundant?