Editorial Style
To build brand awareness, it’s not enough to simply be the standard bearers for medical progress. We also have to look and sound like the leaders we are.
We do that, in large part, through our editorial tone and voice.
Our tone should demonstrate competence and sophistication but also show that we are approachable and compassionate.
Our voice is caring, respectful, and friendly.
We can be clever but never cutting. We are warm but very rarely cute or silly.
In sum, our tone and voice should reflect the care we give: trusted, insightful, and knowledgeable. We understand that medicine is serious and personal, and we genuinely want our patients and their families to feel assured and confident when communicating with us about their health care.
For additional guidance about UT Southwestern’s tone and voice ...
Talking Points
With a brand as large and compelling as UT Southwestern, sometimes it can be hard to figure out where to start talking and what messages are worth highlighting. Here are a few suggestions:
We have three missions that work as one.
UT Southwestern is built on the foundation of three core areas of focus: education, research, and patient care. Though separate – we have four schools, 500+ labs, and more than 80 clinical specialties – those areas are closely linked, by design.
We are leaders with a commitment to collaboration.
Our determination to break down barriers and build bridges among education, research, and patient care has led to progress in treating the most complex diseases.
We are science-driven.
We are propelled by discovery and the pursuit of possible cures. Our exceptional reputation for scientific inquiry and our culture of education and collaboration enable us to promise our patients the latest advances in health care.
We are home to leading physicians, scientists, and caregivers.
Since 1985, six faculty members have received Nobel Prizes. Dozens more are members of prestigious medical and scientific organizations, such as the National Academy of Sciences, the National Academy of Medicine, and the Howard Hughes Medical Institute.
We deliver the future of medicine, today.
Our physicians and scientists are searching for breakthroughs in our labs and then moving discoveries as quickly as possible into new and better treatments for patients in our clinics and hospital. Our bench-to-bedside culture is bolstered by UT Southwestern’s multidisciplinary teams and their spirit of collaboration.
How We Talk to Different Audiences
Our message should always be consistent and accurate, no matter the audience. The UT Southwestern Style Guide and “Sources of Truth” can be invaluable tools in helping content creators achieve that goal.
When communicating with various audiences, it can be beneficial to make slight adjustments in tone and strategy. To that end, here is some guidance:
To Patients
More than any other audience, patients need to hear that we are compassionate and confident when delivering their care. But the way we communicate with them also must be genuine and restrained. Our credentials and expertise should be clear and established at the outset, so we can build trust with our patients and their families. Their good health is our top priority, and by reinforcing that fact through our communications and editorial tone, we will create a comfortable space for patients to participate fully in their care at UTSW.
To Peers
While we hope UT Southwestern’s mission and purpose attract the best and brightest minds in science and medicine, chances are they will seek specifics from our websites and communication vehicles. For physicians and peer audiences, be direct and don’t overexplain. concepts that will be considered simple by experts. You can use technical, specialist language, but try not to get lost in jargon.
To Learners
Lead with the opportunity to train in our state-of-the-art facilities and alongside our renowned faculty. It’s important to focus on the learning environment we are cultivating and our accomplishments. Learners need to be able to visualize themselves at our institution, being mentored by some of the most respected leaders in their chosen fields.
To Donors
We want donors to feel pride in UTSW and respect for their role in advancing the breadth of our mission. It’s important for donors to know we understand the full impact of their philanthropy – the lives they’ve touched, the science they’ve accelerated, the faculty they’ve helped recruit, and the buildings they’ve brought to life. By supporting the education of an aspiring health care provider or scientist, or contributing to the development of groundbreaking science, donors play an integral role in making dreams become reality. Conveying that requires a sophisticated and slightly reverent tone that also provides details about the science or medicine that donors are helping to fund.
Style Guide
When it comes to editorial style and content, nothing counts more than accuracy and consistency. They are a direct reflection of UT Southwestern’s commitment to quality and excellence.
Punctuating a doctoral degree properly, whether it’s an M.D., D.O., or Ph.D., enhances the professionalism of our communications and reinforces the idea that we take seriously the academic medical center’s mission of healing, discovery, and innovation. It also shows that we respect the level of commitment that clinical and research professionals devote to their careers.
UT Southwestern’s Style Guide spells out the standards expected in our communications. Whether you are a full-time writer or an employee who regularly corresponds with internal and external stakeholders, knowing UT Southwestern style will pay dividends.
Direction on specific word use can be found in our Word Usage (VPN required) guide.
Our Writing for the Web (VPN required) page contains editorial and technical guidance for web content managers.