Tonal Scale
A brand promise is an internal statement that describes the value our audience can expect. This is our overall focus that informs our messaging as a whole.
Always
We communicate with authority and straightforwardness, avoiding jargon so patients and staff can easily understand what we say.
We balance approachability with competence, speaking like a trusted advisor so that each person we engage with feels recognized and valued.
We show respect in all interactions, treating patients, providers, and staff with the dignity they deserve while demonstrating our commitment to improving patient outcomes.
Sometimes
When addressing concerns, uncertainty, or fear, we provide calm, steady guidance, offering assurance and support in times of challenge.
When appropriate, we aim to inspire hope and positivity about the future of health care and the progress we’re making toward our goals.
In situations that require setting boundaries or addressing difficult situations, we use a firm tone that maintains respect and empathy.
Rarely
We reserve urgency for critical moments (e.g., in medical emergencies or time-sensitive updates), ensuring our tone remains composed and in control even when quick action is called for.
While we value approachability, we rarely use overly casual language, keeping our tone professional while still being warm.
Never
We never downplay concerns or undervalue those we serve. We treat each person with respect and acknowledge their needs.
Lack of empathy or indifference has no place in our communication. We are always mindful of the emotions and needs of those we serve.
We avoid technical language or complicated terms that can confuse or alienate patients or staff. Simplicity and clarity are always our goal.
