9.7
TONE OF VOICE
THE SCIENCE OF CARE PROOF POINTS
DON’TS
INCORRECT PROOF POINT
REASON IT IS INCORRECT
Coffee can make you happier
– it increases dopamine production.
Unsubstantiated – numbers and figures would help
to substantiate facts here.
Coffee can help boost your short-term memory.
Unsubstantiated – numbers and figures would help
to substantiate facts here.
The mug dates back to the Stone Age.
Not relevant to health or medicine, or any benefit.
You could burn 320 kilojoules a day by lifting
your mug.
Benefit is not relevant, or credible.
350 ml of goodness to keep you going!
Goodness is not scientific or relevant. Refrain from
cheesy or light hearted references and phrases
Olympic athletes do not drink much coffee
because caffeine is on the list of banned
substances.
If we suggest drinking caffeine or coffee focus on
positives and benefits.
You need a break!
(see visual example, right).
Refrain from cheesy or light hearted phrases.
MEDICLINIC BRAND GUIDELINES | BASIC ELEMENTS | TONE OF VOICE
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