9.8
TONE OF VOICE
THE SCIENCE OF CARE PROOF POINTS
TIPS
TIPS FOR WRITING A MEDICLINIC PROOF POINT
• Always check the publication date before approval to make sure the
point is still valid.
• Update points that have expired. When using a Proof Point think of the
lifecycle making sure you know when to use them and keep them fresh.
• Proof Points need to be powerful and include numbers and percentages.
• Each Proof Point must be validated.
• Human-focused Proof Points must convey an understanding of the
• A Proof Point can never be a descriptive heading.
human body – medicinal feel.
• Never promise anything in Proof Points, but they may have an element
• Aim for an active tone.
of projection.
• Consider the audience of the material holding the Proof Point.
If specialist it can have a technical Proof Point.
• The context of the marketplace is paramount here – the Proof Point
must be relevant to the area or object on which it is printed.
MEDICLINIC BRAND GUIDELINES | BASIC ELEMENTS | TONE OF VOICE
CONTENTS