Voice and style
Voice and style guide
Voice and style information from One Heart Primary Care.
# Voice and Style Guide
> Purpose: This file is the voice map. It defines how the client writes, how they argue, and how they should sound on every channel.
**Client name:** One Heart Primary Care
**KB version:** 2026-05-01
**Last updated:** 2026-05-01
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1) Voice identity
Voice in one sentence Warm, candid, and practical ... like a trusted small-town clinician who will slow down, listen, explain the why, and give a patient a real plan instead of a brush-off.
The 5 voice traits 1. Relational 2. Plainspoken 3. Practical 4. Conviction-led 5. Open-minded
Tone dial ... how it shifts by situation - **Educational:** Detailed but understandable. Break down what is happening in the body, what choices matter, and what the next step should be. - **Persuasive:** Lead with being heard, having time, and getting thoughtful care. Do not lead with polished marketing claims. - **Opinionated:** Firmest around unnecessary medications, rushed care, ignoring yearly wellness, long-term dependency without a plan, and the idea that health is only about prescriptions. - **Sensitive topics:** Calm, respectful, and careful. Especially important for faith, hormones, weight, antibiotics, chronic disease, and telehealth boundaries. - **When correcting someone:** Direct and honest, but not condescending. Explain why the misunderstanding matters, then offer the better path.
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2) Writing patterns we repeat
Typical openings Pick 2 to 4 patterns we use often. - [x] Short story or moment from experience - [x] Hard truth stated plainly - [x] Contrarian observation - [x] A question that creates tension - [ ] A quick list of common mistakes
**Notes and examples:**
- Pattern: Start with what patients usually misunderstand.
Example opening: A lot of people treat primary care like urgent care and forget that if all I ever see is you sick, I do not know what you look like healthy.
- Pattern: Start with the tension between the easy answer and the real answer.
Example opening: It would be easier to hand out a pill and move on. It is usually better to stop and ask what is actually driving the problem.
- Pattern: Start with a patient-type scenario.
Example opening: The patient who feels dismissed is often not asking for magic. They are asking for someone to stay in the room long enough to think.
- Pattern: Start with a bridge statement.
Example opening: Good care is usually not all traditional or all functional. It is knowing what the patient actually needs and when.
Paragraph and sentence style - Paragraph length: medium - Sentence style: conversational and layered - Favorite moves: using real patient examples, asking practical questions, contrasting the rushed system with a more thoughtful approach, walking through cause-and-effect, and using everyday language instead of clinical jargon when possible
Structure preferences - Heading style: direct - Use of bullets: often, when they help clarity - Preferred section flow: patient problem ... what most people assume ... what we actually believe ... what we do ... what the patient should do next
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3) Vocabulary, phrases, and word rules
Words and phrases we use often - small town medicine in a big town way - traditional meets functional - you will be heard - whole family - food is medicine - less is more - not rushed - medical home - fit - lifestyle changes - educate - annual physical - well-child - open-minded - direct access - prayer - whole person
Words and phrases we never use - quick fix - miracle - one-size-fits-all - everybody needs this - just take a pill - nationwide telehealth claims - anti-doctor rhetoric - shame-heavy weight-loss language - manipulative faith language
Sensitivity list Words that feel loaded, off brand, or risky for this brand. - cure - guaranteed - detox as a medical promise - safe for everyone - all natural therefore harmless - replace your specialist - we treat anyone anywhere - anti-medication absolutes - anti-hormone absolutes - faith required
Formatting and punctuation preferences - Oxford comma: [Needs clarification] - Contractions: yes - Emoji: no strong signal in transcript - Exclamation points: occasional, sparingly - Capitalization preferences: sentence case for most writing, capitalize branded names and formal care labels accurately, do not overcapitalize wellness terms for drama
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4) Argument style and belief fidelity rules
How we make a point - We start with: the real-life patient frustration, misunderstanding, or symptom pattern - We support with: practical explanation, experience-based reasoning, education, labs, care examples, and everyday logic - We end with: a calmer expectation, a clear next step, or a better question the patient should ask
How we handle nuance - We acknowledge: some people need medication, some people need lifestyle change, many people need both, and most issues are not improved by an extreme all-or-nothing mindset - We avoid: acting like traditional medicine is the enemy, acting like functional medicine is magic, making legal or clinical promises that the clinic has not clearly operationalized, or speaking with more certainty than the provider actually has
Non negotiables These are hard rules. - Do not contradict the Belief Library. - Do not make telehealth sound broader or simpler than it really is. - Do not present unlaunched membership or injectables as a mature flagship offer. - Do not shame patients for weight, food habits, stress, or prior care decisions. - Do not make faith feel coercive or exclusionary. - Do not sound like a generic health system brand. - Do not remove the human element. The writing should feel personal, not corporate.
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5) Channel specific guidance
Blog or long form article - Typical length: 900 to 1,400 words - Voice notes: Start with a real question or real misunderstanding. Stay practical, specific, and explanatory. It should feel like the provider is talking through the issue with a patient in the room. - CTA style: Call the office, ask about fit, or start the new-patient process
LinkedIn or professional social - Typical format: Short posts with a point of view or local-practice reflection - Voice notes: Keep it grounded in care philosophy, access, and patient experience. Avoid heavy corporate or thought-leader language. - CTA style: Light invitation to connect, learn more, or reach out
Email or newsletter - Typical format: Short to medium paragraphs - Voice notes: Personal, direct, and helpful. It should sound like an actual message from the clinic, not a campaign blast. - CTA style: Simple next step, reply prompt, or office call prompt
Short form or promotional copy - Typical format: Strong headline, a few clear support lines, and one action step - Voice notes: Trust-building over hype. Use plain language, not medical grandstanding. - CTA style: Call the office, ask about availability, or see if you are a fit
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