When I write public health articles about HIV prevention, I usually try to avoid the term incidence because I don’t think it’s particularly intuitive. I like to use “new infection rate” or “number of new infections,” depending on exactly what I mean.
Science writing (which public health writing is definitely part of) is often a tough balancing act. In many cases we know we’re writing for very smart people who are perfectly capable of understanding complex topics, but unless they have some specialized experience, they’re not going to know the jargon.
So finding ways to communicate effectively can be fun and challenging.
I’m just glad I don’t have to try to do it with particle physics. ;-)