Words matter. Dive into our brand voice and tone, and HealthPartners writing how-tos, plus our helpful A-to-Z copy style guide.
Our HealthPartners voice is that of the Sage Caregiver – a trusted partner who meets our patients and members where they are on their journeys and guides and empowers them to take the next step.
A brand’s voice can be achieved when you understand its traits and how to express it. When we express our voice effectively, it puts people at ease and makes everything easy to understand. We always strive for that voice to be consistent and recognizable so that everything people hear and read from us makes them think, “that sounds like HealthPartners.”
We balance the four traits of our expression in our writing. We may lean into certain traits more, depending on our audience and goals. But always, the four work together to reinforce who we are.
Human is real, relatable and approachable, empathetic and understanding of the needs of those we serve – and meeting them where they are.
This means we write like people speak. We’re conversational and speak with ease.
Guiding is empowering and trusted. Providing information that’s needed when it’s needed. Those we serve have a say – so that they feel in control – while knowing we’re always with them.
We make people feel like they’re not alone, giving the information they need for where they’re at, at that moment.
Simple is clear, concise and easy to understand, appropriate to the subject matter and audience.
We don’t use industry jargon or language that’s more complicated than it needs to be.
Expert is forward-thinking and inspired, confident in the deep expertise and insights we bring to constantly innovate and work to improve outcomes for those we serve.
This means our leadership and excellence shine through in our words.
Brand voice is constant, but our tone can shift according to audience and content. For example:
- A very serious subject directed at a highly educated audience will have a different tone than light material directed at teenagers.
- Denied insurance claims will have a different tone than marketing for preventive care.
- Sales information for brokers will have a different tone than messaging about newborn babies.
But all are in our brand voice, and all should sound like HealthPartners.