Brand Tone

Professional, Compassionate, Authoritative, and Reassuring

Brand Values

• •Excellence
• •Compassion
• •Integrity
• •Humanism/Person-Centered Care
• •Knowledge and Innovation
• •Social Responsibility
• •Safety
• •Teamwork

Best Practices

• •Emphasize The Hospital with Soul: Always weave in elements of compassion, humanism, and patient-centered care into all communications. This is a key differentiator.
• •Balance Expertise with Accessibility: While highlighting medical advancements and authority, ensure language is clear, understandable, and empathetic, avoiding overly technical jargon where possible, especially in patient-facing materials.
• •Show, Don't Just Tell: Use patient stories (ethically and with consent), staff spotlights, and examples of research in action to demonstrate values like excellence and innovation, rather than just stating them.
• •Maintain Professionalism Across All Channels: Whether it's a tweet, a detailed medical report, or a Facebook post, uphold a standard of professionalism that reflects the seriousness of healthcare, while adapting the style slightly for the platform.
• •Be Reassuring and Supportive: Acknowledge that healthcare interactions often occur during vulnerable times. Copy should aim to build trust, offer hope, and reassure patients and families that they are in capable and caring hands.

Social Perception

Trusted Healthcare Provider, Hospital with Soul, Leader in Medical Field, Commitment to Quality and Safety, Community-Oriented, Responsive (but sometimes under pressure)

Copy Examples

• •Headline (Website/Social Media): Advancing Health, Healing with Heart. At Hospital Pablo Tobón Uribe, your well-being is our life's work.
• •About Us Snippet: For over 50 years, Hospital Pablo Tobón Uribe has been a beacon of medical excellence and compassionate care in Colombia. Our commitment to innovation, research, and, above all, our patients, drives us to provide world-class healthcare with a human touch. Trust us to be your partner in health.
• •Service Description (e.g., Cardiology): Our renowned Cardiology department combines leading-edge technology with the expertise of highly skilled specialists, dedicated to diagnosing and treating complex heart conditions. We focus on personalized care plans, ensuring you receive the most effective treatment with the utmost compassion and support.
• •Patient Information Post (Social Media): Facing a medical procedure can be daunting. That's why we prioritize clear communication and a supportive environment. Our team is here to answer your questions and guide you every step of the way. Your health and peace of mind are our top priorities.
• •Call to Action (Blog/Newsletter): Stay informed, stay healthy. Subscribe to our 'Alma HPTU' newsletter for expert health insights, wellness tips, and the latest advancements from Hospital Pablo Tobón Uribe – your trusted source for a healthier life.