Brand Tone

Clinical/Professional, Problem/Solution-Oriented, Reassuring/Supportive, Informative/Educational

Brand Values

• •Patient Well-being/Comfort
• •Quality/Efficacy
• •Innovation/Problem-Solving
• •Reliability
• •Safety

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the clinical, professional, yet empathetic tone. Include key terminology (e.g., "heel offloading," "pressure injury prevention," "therapeutic support") and phrases to use or avoid.
• •Prioritize Clarity and Accuracy: Given the medical nature of the products, all copy must be precise, factually correct, and easy to understand, especially when explaining benefits and usage. Avoid jargon where simpler terms suffice for a patient audience, but use correct medical terminology for professionals.
• •Focus on Patient Benefits and Problem-Solving: Consistently frame product features in terms of how they solve patient problems (e.g., pain, risk of ulcers) or improve their quality of life (e.g., comfort, better sleep).
• •Maintain a Reassuring and Trustworthy Voice: Use language that instills confidence in the product's efficacy and safety. Highlight quality materials, compliance with medical standards, and positive outcomes.
• •Ensure Consistency Across All Channels: Whether it's website content, product packaging, brochures for medical professionals, or listings on retailer sites, the core tone and messaging should remain consistent to build brand recognition and trust. Regularly audit content to ensure adherence.

Social Perception

Positive among Users with Medical Needs, Seen as a Quality Medical Device, Niche Product, Pricey but Worthwhile for Some, Limited Broader Public Awareness

Copy Examples

• •HeelZup®: Clinically Designed for Heel Pressure Relief and Superior Patient Comfort.
• •Protect your patients or loved ones from painful heel pressure ulcers. HeelZup® therapeutic cushions elevate and suspend the heels, using high-density, anti-microbial foam for optimal support and skin integrity. Trust HeelZup® for reliable, low-maintenance heel offloading.
• •Reduce the incidence of heel pressure injuries in your facility. HeelZup® cushions comply with NPUAP guidelines and offer a practical, effective solution for patient positioning and heel protection. Explore our reusable and disposable options.
• •Suffering from heel pain or recovering from surgery? The HeelZup® elevating cushion provides therapeutic support, ensuring your heels are protected and comfortable, promoting better rest and recovery. Experience the difference.
• •HeelZup®: Elevating Comfort, Protecting Health.