Copy

HealthShare's documented personality and voice forms the foundation of its brand. It should accurately reflect our mission and culture. Our goal is to ensure that this comes through in all forms of public-facing communication.

Personality

Personified, HealthShare is; approachable, confident, helpful and informative. Our communication is friendly, respectful, professional and matter-of-fact. HealthShare does not appear as sterile, corporate, silly, clichéd or arrogant.

Audience

• Patients, carers and consumers
• GPs, specialists and allied practitioners
• Pharmaceutical industry, health-focused corporations, not-for-profit and government organisations
• Private health insurers and primary health networks

It is important not to talk to one customer directly while ignoring or commoditising another. Explain features and benefits in a way that appeals to all, when possible.

Writing style

HealthShare's vocabulary is to-the-point and in plain language. We use an intuitive, formal—but not sterile—tone to communicate information clearly. We craft messages in an optimistic way.

Case

Use sentence-case for headings, buttons and menu items. ALL CAPS should be avoided in almost every situation; it is aggressive, harder to read and prevents trademarked words from being written correctly.

Software alerts

When alerting a user to an error in form submission or something wrong on our end, use optimistic copy and never blame the user.

For example:

Please enter a password that is at least twelve characters.

Instead of:

Your password is invalid. Enter a password that is twelve characters or more.