AUDIENCES
Policymakers and voters
Policymakers and voters are essential to helping pass the legislation that affects our daily care . Speaking to this audience requires simple , direct language that is both informational and thought-provoking . We want to distill complex material into understandable , actionable language that drives this audience to a concrete end goal . We often stir compassion , asking voters , “ Why does this matter to you ?” Lastly , we look at long-term , direct problems and solutions , rather than quick fixes , to implement longstanding changes that benefit our patients .
Prospective team members
When speaking to prospective team members , it ’ s important to highlight our brand promise and use marketing language that paints a picture of life at our hospital and what we can offer them as professionals and people . Medical language should be balanced with a warm , inviting tone that invites recruits to learn more about us and see themselves in our mission . In addition to sharing our accomplishments as an institution , we want to focus on the individual when creating content for recruits , so we often bring second-person language into the mix .
Referring providers and community providers
Referring providers and community providers connect us to patients throughout our region and beyond . We appeal to new providers , who are not consistently referring patients to us yet , while fostering relationships with those we ’ ve known for years . When speaking to these important partners , we focus on establishing expertise , building trust and showcasing what makes our care different . We achieve this through proof points , rankings and other data points that emphasize the importance of working together toward a shared goal . It is appropriate to use medical language and write for a higher reading level when creating referring provider content . Although we often assume a more persuasive tone when speaking to this audience , we always maintain our commitment to humble expertise .
Team members
Our internal communications for team members are intended to foster a sense of culture , inclusion , unity and connection . The language we use can be more lighthearted and approachable , with an emphasis on connecting through our shared mission and values . However , depending on the content we share , we may sometimes take a more serious , informational and urgent tone , especially if the matter is timely .
Brand Guidelines 2024-08 18