Editorial Rules
Please consult the AP Style Guide as necessary.
On Tonality
Speak with warmth, empathy and humanity. Let every word reflect care, compassion and respect. Our voice should feel personal, sincere and connected to real human experiences.
“We understand healthcare can be complicated. We’re here to make it easier for your busy life.”
Use a Friendly, Approachable Tone
Write as if you’re talking to a neighbor or friend. Be clear, welcoming and kind. Avoid cold, clinical or overly formal language. Show understanding and curiosity to peak interest.
“Got questions? It’s okay! We’ve got expert answers.”
Be Concise
Say what matters most in as few words as possible. Focus on clarity, impact and readability while keeping a conversational voice. Every sentence should feel purposeful and meaningful.
“We create a plan to fight cancer while caring for the whole you, including your fighting spirit.”
Write With Accessibility in Mind
Use language that is easy to read and understand, making information approachable for all patients regardless of literacy or background.
“A heart scan could find problems early. If anything shows up, your physician will alert you and develop a treatment plan.”
Brand Voice
Extraordinary
We go beyond checking boxes and care for the whole person
What we are:
What we are not:
Love
Our healthcare mission is rooted in Christ’s love for others
What we are:
What we are not:
Authenticity
Integrity, communication and safety are important to us
What we are:
What we are not:
Accessibility
Helping you to find care and resources that fit your needs, barriers, etc.
What we are:
What we are not:
Headlines
Headlines should celebrate life and the care we provide in a way that feels personal and highly relatable. Highlight moments that matter to the human experience, focusing on how patients feel and thrive in unique circumstances.
While “extraordinary” anchors the brand, headlines should vary with tagline language to express life as remarkable and a privilege. Headlines should be punchy, anecdotal and emotionally engaging.
Examples:
We don’t generally favor subheads, but if you use one, make it intentional. Keep it short, functional and relevant, providing clear insight or keywords that help users understand the service.
Use ‘&’ in all the headlines & subheads only.
Body Copy
Body copy should show how we go beyond checking boxes, caring for the whole person with empathy, integrity and attention to what matters most. Write with warmth, kindness and sincerity, and communicate love through examples of shared connection, hope and encouragement.
Body copy should be a continuation of the headline, flowing naturally and providing clarity and reassurance about the service, program or care being offered.
We use “and” in any and all body copy.
Love Your Life, Inside and Out
From what’s happening inside to how you feel on the outside, we’re here for it all. We offer personalized women’s healthcare that truly listens and guides you through every stage of life.
Avoid Unnecessary Medical Jargon & Hard-To-Understand Terms
Using medical language and terms is only appropriate when writing to physicians and other health care providers. Otherwise, follow these examples:
- Behavioral Health Cancer – Applies to cancer or oncology, etc.
- Children’s – Applies to pediatrics
- Diabetes Heart – Applies to cardiac, vascular, cardiovascular, etc., services
- Imaging Orthopedic(s) – Unless the service is specific, such as joint or spine. Use singular form if followed by “Services,” as in Orthopedic Services. Incorrect: Orthopaedic(s) with an a. Physical Therapy
- Rehabilitation
- Senior – Applies to geriatric
- Sleep – Preferred over sleep disorders
- Weight Loss – Applies to bariatric
- Women’s – Applies to labor, delivery and OBGYN, unless the service is specific, such as breast health
Use People-First Language
When speaking about patients’ illnesses and disabilities, it is most respectful to ensure the person – not the disability or illness – is used first:
Correct:
Incorrect:
Do not describe individuals as handicapped or impaired. Avoid descriptions that imply pity: Correct: “The patient has multiple sclerosis.” Incorrect: “The patient suffers from multiple sclerosis.”
Comma Usage
Follow standard AP-style punctuation. The Oxford comma should be omitted except in rare cases where its absence may cause ambiguity.
Notes on Specific Words & Terms
Healthcare – Healthcare should be one word and should not be capitalized in general text.
Diseases – Do not capitalize a disease, disorder or illness unless it is known by the name of a person identified with it. For example, Parkinson’s disease, Down syndrome, diabetes, breast cancer.
Abbreviations of Medical Terms
When using abbreviations, such as EKG, EMR, JCAHO, MRI, ACO, etc., spell out on first reference.
“The patient will undergo an electrocardiogram (EKG) test once the physician has completed an initial evaluation. The EKG takes approximately…”