9.2
TONE OF VOICE
THE SCIENCE OF CARE
Achieving the right tone of voice is vital to bringing to life the
Mediclinic brand strategy, The Science of Care.
Our tone of voice is centred around patients, speaking to them
in a respectful way. Our words should be considered and precise,
but always human.
OVERALL WHAT IS IT?
Tone of Voice is the specific, Mediclinic way of
writing. Our written words form our verbal identity
– they convey a sense of who we are and what we
stand for. By applying a consistent tone of voice,
we can reinforce the personality of our brand
and make a deeper impression on our audiences.
Beyond the personality of our communication, we
want to demonstrate a unified style and consistent
mastery of language to convey messages that are
often complex, with clarity and confidence. The
style of writing should embody both the Brand
Driver Platform, The Science of Care, and the
Perception Drivers – human, orchestrated,
deliberate, practical, and exacting. Tone of Voice
applies to all writing or copy in any Mediclinic
brand collateral.
WHAT IS THE SPECIFIC TONE OF VOICE
FOR MEDICLINIC?
STEPS FOR CREATING THE MEDICLINIC
TONE OF VOICE
Most importantly, the Mediclinic Tone of Voice
should embody the father archetype of care.
Some additional guidance:
• Critique current writing against new
positioning and Perception Drivers.
• Review what you would like your document
to achieve and to whom.
• After reviewing all of the reference materials
for your document, develop the necessary
Proof Points.
• Style: Being explicit, direct and concise in your
references. Being succinct to get to the point
directly. Seek to reassure with facts and authority.
• Structure: The Proof Point is the Tone of Voice
highlight in any Mediclinic document. Ensure
this line of copy is impressive, clear, and
essential to its correlating paragraph/page.
Therefore, the correlating paragraph should
be focused on elaborating and supporting
the main Proof Point message.
• Content: Explain with facts and real life examples,
always with the target (i.e. the patient) in mind.
Ensure to customise the content to the relevant
platform/audience/stakeholder.
MEDICLINIC BRAND GUIDELINES | BASIC ELEMENTS | TONE OF VOICE
• Create an outline of content based on
supporting your Proof Points.
• Revise first draft by finessing copy: check
• Elaborate outline into first draft of full copy.
against positioning, Perceptions Drivers and
father archetype of care.
• The Proof Point must have an implied
benefit in the tone of the message.
CONTENTS