Tone of voice

Our tone of voice is how we express our brand’s personality and values. It reflects our mission and gives us our distinctive, memorable voice.

How we speak

Nobody does healthcare like us. We’re starting a conversation and collaborating with patients to actively help them make the best choices. We’re experts in what we do, and we do it in a way that feels honest and inclusive (but we don’t take ourselves too seriously).

Who we’re speaking to

Our customers are diverse — in age, background and situation. But one thing’s for sure; they know themselves better than anyone, and we respect that.

We never make them feel judged, or speak to them in a condescending way. We’re here to help them feel welcome, safe and confident.

Together with us, they’re free to make better decisions about their health.

Nomenclature

The way we refer to people will differ depending on the scenario and situation. When refering to ourselves and others use the following guidance.

Internal External

Tone of voice principles

Principle 1 Principle 2 Principle 3 Principle 4

Inviting

This is a partnership. A warm and welcoming one.
(No judgements here.)

Conversational

We like to talk.
But we like to listen even more.

Matter of fact

Whatever we say, we say it with clarity.
Working hard to keep things simple.

A dash of real

Living a full and healthy life can be difficult at times.
We get it. So we keep things real and colloquial.

BRAND LED MESSAGING

Product Led Messaging

Functional Messaging

Adding 'Real' to messaging

When writing with a dash of real, we have to be careful with just how real it gets. We're not crass or crude, we take our patients seriously and respect every condition. Here are three examples to show you how it's done.

Brand led Product led Functional

Before and after

These before and after messaging comparisons show the warmth and personality that is unique to the Treated tone of voice.

Example 1 Example 2 Example 3