Clark and Mayer (2011) recommend a personalized style of speaking or writing that addresses learners in the second person. They refer to this as Personalization Principle 1: Use Conversational Rather then Formal Style. In this Coursera MOOC titled, "Fixing Healthcare Delivery," Dr. Frederick Southwick addressed learners in the second person and personalizes the course by use of many examples, including his own experiences as a patient.
Source: Coursera.com, especially, Fixing Healthcare Delivery course description
Notice that the evidence of the use of Personalization Principle 1 is evident. In the syllabus Dr. Wouthwick address learners as "you." The course begins in week one with the study of the true experiences of a patient named Mary.
On page 184 Clark and Mayer note that, "expressing information in a conversation style can be a way to prime appropriate cognitive processing in the learner." Ideally, the spirit of modern medical care in the United States is that care should be patient-centered. The use of personalization and patient-based examples in the course aligns well with the spirit of patient-centered care.
References
Clark, R. C. & Mayer, R.E. (2011). E-learning and the science of instruction: Proven Guidelines for consumers and designers of multimedia learning. San Francisco: Pfeiffer.
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