3 Distinctive Hospital Brand Voices
You know that “content is king.” You also know that when you write this content, you’ve got to eliminate all the medical jargon that sneaks into it.
But once you’ve stripped away all the “utilizes,” “best in class” and “cutting edge technology,” what are you left with?
Your hospital’s voice.
Your voice is how you’re talking to patients. Your voice is how they perceive you. Your voice can range from formal to friendly, but whatever you do — stick to it. You can’t sound like “the voice of God” in a newsletter and then, a “compassionate neighbor” on your new microsite.
You want your voice to tell patients who you are, what you do and why you’re different than the hospital down the street.
Here’s a look at some hospitals that are doing just that:
Orlando Health Arnold Palmer Hospital for Children: Knows their audience
When defining your voice, know who you’re talking to. That’s what this children’s hospital does throughout its website: it’s talking directly to worried moms and dads. Their voice is reassuring and realistic. And their blog doesn’t just concentrate on life-threatening childhood illnesses — it’s a mix of everything from understanding nutritional labeling to teething.
The Ohio State University Wexner Medical Center: Professional and approachable
This academic medical hospital knows how to explain thorny, complicated issues in a factual, but easy-to-understand manner. Plus, their voice is written with the mobile audience in mind — lots of subheads and bullet points. Kudos to OSU Wexner Medical Center for touting their experience and expertise, but in a humble, Midwestern kind of way.
Aurora Health Care: This one is for “you”
Their voice is easy, breezy and directed at you — really, each page is filled with “you’s.” When you read their copy, you feel like Aurora Health Care is on your side and wants to help. Here’s an example: “Whether you're hoping to grow your family or are looking for women's health experts, you can count on Aurora Health Care to treat you as a whole person. You’ll never need to wonder, ‘Can I find OB-GYN care near me?’ because we have locations across eastern Wisconsin.”