Voice & Tone

Tone

UW Medicine’s mission is to improve the health of the public. We are committed to helping patients achieve their personal goals for wellness and quality of life. We are accessible and inclusive. We are confident, but not elitist. We put the patient’s needs first and pledge to: 

• Create a welcoming environment
• Respect their values
• Empower and collaborate with them
• Coordinate and integrate their care
• Offer comfort and support to them and their families
• Enable access to services, systemwide
• Advance their care through research

The tone of our copy echoes the humanity, warmth and intimacy of our visual design by speaking to the patient experience. Our tone is empathic, friendly and conversational.

Voice

The brand voice supports the language of storytelling — each person represents a story and a real-world experience, need or success. We use active voice and common words to express our extraordinary capabilities, expertise and care.

• We use words like “we,” “you,” “let’s” and “together.”
• We explain medical terms if they need to be used and do not use medical jargon.
• Resource: See the Centers for Disease Control and Prevention’s Plain Language Materials & Resources to find accurate, simple options for common healthcare terms.

Examples of headlines that speak to this voice/tone:

• Everything from nose to toes
• Healthcare that really sees you
• Let us get to know you

Best practices for writing consumer-facing content

Follow inclusive writing best practices and always consider who will be reading your content and why. Readers are seeking advice and guidance about their health. Sometimes they’ve received a scary diagnosis or have a health concern. They don’t engage with — and, frankly, don’t like — content that sounds distant, elitist, generic, overly “medical” or confusing. For these reasons, try to avoid the following types of words or phrases in your writing.  

• Healthcare/medical jargon: These words are alienating and don’t mean anything to those not in the healthcare industry. Ask yourself, “Would my great aunt understand this? My neighbor? My mail carrier? My barista?” If the phrase isn’t a term that someone would use in an everyday conversation, consider rewording it in plain language or further explaining it. Some common examples include:
  • Integrated
  • Tertiary, quaternary
  • Medical home model
  • Provider (people say doctors not providers) 
• Clichés: These phrases and statements feel generic, and they also tell instead of show. Including clichés in your content makes the writing feel nonspecific and tired. Some common examples include:
  • State-of-the-art
  • Convenient care
  • Cutting-edge
  • Knowledgeable 
  • Innovative
  • Comprehensive care
  • Clinical excellence
• Superlatives/marketing speak: Superlatives are difficult to verify and sound fake. When someone feels like they’re being sold something using unsupported claims, that’s a turn-off. Most consumers are already skeptical enough. Instead opt for a friendly, conversational tone that is authentic and approachable. Remember: Show, don’t tell. Some common examples of words to avoid include:
  • Breakthrough
  • Most advanced
  • World-class
  • Best-in-class
• Acronyms: The goal of audience-centered communications is to connect, but acronyms do the opposite. Acronyms essentially require users to learn a new language and translate terms back into meaningful words. Make your message accessible and easy to understand by avoiding acronyms. If an acronym must be used, make sure to translate it for the reader.  

DON’T: The AAP recommends when treating a fever, the primary goal should be to help the child feel more comfortable, rather than maintain a “normal” temperature. 
WHY: Many people do not know what the AAP is. 

DO: The American Academy of Pediatrics (AAP) recommends when treating a fever, the primary goal should be to help the child feel more comfortable, rather than maintain a “normal” temperature.
WHY: The acronym is spelled out and requires no translation for the reader.  

DON’T: We provide the most comprehensive and convenient care in the Puget Sound region. 
WHY: This statement doesn’t provide any useful information. Readers are left wondering, “How is it the most comprehensive care? How do you know what’s convenient for me? Why should I believe you?”  

DO: 300 clinics across 44 zip codes treating every medical condition under the sun? Yes, please. 
WHY: This tells the readers a lot: how many clinics we have, in what size area, for what sorts of conditions. It’s also approachable, funny and conversational. 

DON’T: We offer innovative, advanced and minimally invasive treatment options to get you “back in the game.” 
WHY: The cliché is corny, while the jargon-y adjectives are too general to connect with a reader. 

DO: We customize our rehab programs to fit you and your injury so you can get back to owning that weekend basketball league.  
WHY: Calling out a specific service and directly connecting that to a reader’s experience increases engagement and trust. Throwing in a funny quip at the end adds another layer of personality.