Copywriting for Patients

Mount Elizabeth Hospital – "The Professional, Trusted One"

Our tone of voice should exude our professionalism and confidence while sounding caring and approachable.

We should not be too casual. We should sound knowledgeable but not like a research paper - lengthy and full of technical terms and jargons. We should also avoid using long sentences that confuse people and be clear and concise in what we want to point out.

Guidelines for Content

Professional, Passionate, Reliable

We are the thought leader on news and medical information, and champions of quality healthcare.

Guidelines for Editorial

Sophisticated, Professional

We are polished, proper and professional in how we behave and speak.

Guidelines for Editorial

Confident, Caring

Mount Elizabeth Novena Hospital – "The Confident, Innovative One"

Our tone of voice should exude our passion and confidence while sounding empathetic and caring.

We should not be too casual. We should sound knowledgeable but not like a research paper - lengthy and full of technical terms and jargons. We should also avoid using long sentences that confuse people and be clear and concise in what we want to point out.

Guidelines for Editorial

Professional, Innovative, Empathetic

We're not afraid to challenge the status quo and be ourselves. We're smart but not snobbish. 

Guidelines for Editorial

Confident

We believe in our products/services, and don't try too hard to convince you we are good.