Brand Tone

Informative, Trustworthy, Caring, Reassuring, Professional, Helpful, Practical, Solution-Oriented, Empathetic

Brand Values

• •Quality & Reliability
• •Accessibility & Affordability
• •Independence & Dignity
• •Care & Support
• •Innovation
• •Trust

Best Practices

• •Focus on "Benefit to the User": Always frame product features in terms of how they help the user achieve independence, comfort, safety, or peace of mind. Instead of "Durable aluminum frame," try "Enjoy lasting support and reliability with our durable aluminum frame, designed for everyday confidence."
• •Use Clear, Accessible Language: Avoid overly technical medical jargon. If technical terms are necessary, explain them simply. The goal is to be understood by everyone, including those who may not be familiar with medical equipment.
• •Maintain a Reassuring and Empathetic Voice: Acknowledge the challenges users might be facing (e.g., limited mobility, pain, caregiving responsibilities) and position the products as helpful solutions. Phrases like "We understand," "Designed for your comfort," "Helping you live more easily" can convey this.
• •Be Informative and Trustworthy: Provide accurate and detailed information about products. Back up claims with facts where possible. Honesty builds trust, which is crucial in the healthcare sector.
• •Develop a Style Guide: Create a simple internal style guide that outlines key brand messaging points, preferred terminology, "words to use/avoid," and the desired tone for different platforms.

Social Perception

AMG Medical is viewed as a provider of essential, functional, and generally affordable home healthcare products. They are often seen as a practical choice for mobility aids and bathroom safety equipment. There's an expectation of reliability and utility. They are perceived as an established player in the home medical equipment market, recognized for a broad portfolio of products catering to an aging population and individuals with mobility or health concerns.

Copy Examples

• •Regain your confidence with every step. Our Hugo™ walkers are designed for stability and comfort, empowering you to move freely and safely in your home and beyond. Explore features like easy-fold technology and ergonomic grips. #IndependentLiving #MobilityAid #StayActive #AMGMedical
• •Caring for a loved one? Our AquaSense® bathroom safety solutions, from sturdy grab bars to comfortable bath seats, can make a world of difference. Create a safer, more accessible bathroom environment, giving you peace of mind and them greater independence. Learn more on our blog. #CaregiverSupport #BathroomSafety #HomeHealthcare #AMGMedical
• •For over 50 years, AMG Medical has been dedicated to enhancing quality of life. We believe everyone deserves to live with comfort, dignity, and independence. That's why we innovate and provide reliable home healthcare solutions you can trust. #OurCommitment #HealthcareHeritage #TrustedQuality
• •Your Comfort & Safety is Our Priority | Discover AMG Medical Solutions. From easing daily routines to supporting recovery, find the right tools to live better. Explore our range of mobility, bathroom safety, and pain relief products designed with you in mind.
• •Learn how to easily assemble and use your new PhysioLogic® TENS machine for effective pain relief at home. In this step-by-step guide, we cover everything you need to know to get started. Questions? Ask us in the comments! #PainManagement #TENSTherapy #HomeRelief #AMGMedicalHowTo