Our ‘tone of voice’ is a natural extension of our brand. It is an important tool to align everyone in the OT&P ecosystem to understand who we are and what we do. This document provides a set of guidelines that define quality wording and usage of phrases to appropriately convey our brand’s personality, create a conversation with our staff and patients, and communicate in a consistent and recognisable way of ours.
The voice of OT&P is informational and professional, which establishes the foundation of our brand personality.
The informational tone is used primarily to inculcate a sense of trust among our potential patients. By capitalising on thought-leadership, the goal is to educate our readers with a concise copy for maximum legibility.
The professional tone is where OT&P’s brand values come to life. It blends a sense of warmth along with the assertive nature of our writing.
Using both informational and professional tone allows the brand to create space for relevance, connection and self-awareness.
OT&P’s patient-first approach is to ensure every patients’ needs are met.
If someone is visiting our website, there’s a good chance they are already feeling vulnerable. Being cognizant of their need, our tone should be friendly and full of compassion to provide them with a sense of security.
Being friendly does not mean using humour. Humour might give them the impression that we are being inconsiderate and do not understand what they’re going through. On the other hand, extreme formality might make them feel that we are unapproachable. It is best to strike a positive and empathetic tone, somewhere in the middle of the courteous scale.
Example 1: Bring the services of OT&P to life by focusing on the people who provide them. We connect with people by talking about people and not products. This creates an empathetic tone that shows we understand their situation.
See in the application below:
Example 2: Avoid using words that that direct towards stigmas
❌ Autistic Child
✅ Child with autism
OT&P strives for continual improvement and a standardised flow of information.
We ensure our information is accurate and is reflective of our top-grade medical standards.
We focus on the energy that we give to people - the energy of reassurance, credibility and helping others with excellence.
For example: Use active language and ensure that a problem is supplemented with a solution.
❌ Infections are common in any type of hernia surgery.
✅ A hernia surgery may cause a post-surgery infection in particular cases. Please talk to your doctor about pain management.
To meet the evolving needs of patients and staff, OT&P regularly allocates its resources to upgrade infrastructure, enable staff training and maintain high standards of our IT support. We believe in empowering our staff and patients by educating and helping them with informed decision-making.
However, medical terms and processes for non-medical staff and patients can be intimidating. It is important to communicate more simply, using common or colloquial phrases that are understood by all and are to the point.
For example: Use concise sentences to showcase your expertise. Avoid using jargons. Use acronyms and abbreviations only where appropriate in a set format.
❌ OT&P has a dedicated gastroenterology service with a specialised team of general surgeons, experienced in providing careful diagnosis, tailored treatment and comprehensive aftercare for patients with all kinds of surgical conditions – from common to the most complicated health issues.
✅ OT&P has a dedicated general surgery service with a specialised team of surgeons. With a focused, tailored treatment, OT&P Healthcare ensures a comprehensive after-care for patients with all kinds of surgical conditions – from common to the most complicated issues.
Bringing a brand personality to life can be tricky. Here is a range of examples to help you. These are examples taken straight from our ongoing practice that is rewritten to show how the OT&P tone is established and some useful notes on the differences.
Some of the common mistakes to note that ensures OT&P’s voice is always in British English and not American English:
|-our / -or||favourite, colour, neighbour||favorite, color, neighbor|
|-ise / -ize ; -yse / -yze||realise , analyse||realize , analyze|
|-re / -er||theatre , centre||theater , center|
|-ogue / -og||catalogue||catalog|
|-se / -ce||practise(v) or practice(n)||practice|
|Retained ligatures||orthopaedic , encyclopaedia, manoeuvre||orthopedic, encyclopedia, maneuver|
For example: About Web Page
❌ Customer Focus.
✅ Patient-First Approach.
The headline is the first interaction of a prospective patient with your brand. As serious as the issue may be, a headline should affirm to the patient that he/she may find a solution at the end of its reading of long-form content. This establishes OT&P’s thought leadership in being an informational brand.
❌ The blog headline is too long
❌ It is seemingly confusing
Here are some recommended headlines for this blog:
✅ Tips to stay healthy during Covid-19.
✅ What is Metabolic Syndrome?
When writing a blog, don’t generalise statements that may mislead the patient/reader:
❌ In some cases, your doctor may recommend a colectomy as a treatment option.
✅ Your doctor can make recommendations for the best treatment options.
Always remember to have an assertive tone than an unsure tone. This does not mean giving straight advice.
❌ The section infected by cancer might need to be removed before it spreads and infects the entire organ.
✅ Post assessment, the section infected by cancer will be removed before it spreads and infects the entire organ.
Using Harvard style referencing, the footer of the blog should collate a references section consisting of the below elements:
References should all be listed at the end of the blog, in Harvard style. Corresponding to the footnote number in the blog text.
ADHD affects 6.4% of children and adolescents in Hong Kong ^ 
Sasha Gonzales. (2018). ‘A mother’s battle with postnatal depression, and how she overcame it.’ South China Morning Post. 2nd May. Available at: <https://www.scmp.com/lifestyle/health-wellness/article/2144284/postnatal-depression-its-causes-symptoms-and-consequences>[Accessed 26 March 2020].
For Example: Contact OT&P Healthcare
OT&P’s Knowledgebase is a one-stop library for commonly-asked questions related to a variety of medical conditions.
It is a collection of bite-sized articles in Q&A format, addressing specific issues, questions or problems that a target audience may have. It serves the purpose of educating the patient on topics that they are particularly interested in.
A knowledgebase entry is different from a blog because it answers specific questions in short-form. Whereas, a blog is long-form content that elaborates on a particular topic in detail.
The example below demonstrates the format of KnowledgeBase:
(All categories marked * are mandatory)
|Question*||How often should I get a Mammogram?|
The frequency of your mammogram depends on your age and family health history.
Depending on their family health history and individual conditions, some women may be recommended for a screening using both a mammogram and an MRI.
|Credit to Practitioner||Information provided by <Doctor’s name + Title>
*No hyperlinking to OT&P doctor profile
|Purpose||Help patients discover in-depth knowledge on certain topics.||Help patients find answers to their problems.|
|No of Words||Up to 2000.||Ideally, not more than 250.|
|Practitioner's Name Needed?||Optional||Optional|
Whenever you create a copy, think about your patient and your staff again.
OT&P’s logo recognises the importance of community and family, while also expressing high-quality healthcare standards. The symbol focuses on a sense of well-being, good health, security and happiness. It promotes a view of health that speaks of positive and proactive notions, rather than the negative and reactive images connected with the traditional idea of sickness. The symbol depicts two figures standing next to each other in a subtle embrace, giving rise to feelings of trust, companionship and cooperation.
One of the hallmarks of a successful brand is consistency. Therefore, all those who apply our logo and supporting elements should do so with a concerted effort to maintain its integrity.
This document will guide users in maintaining consistent brand elements while applying the logo in its different uses. Everyone within the OT&P ecosystem should plan any visual communications materials as per this guideline.
The OT&P logo comprises two elements - the logo graphic (A) and the logotype (B).
The configurations of the OT&P logo are set in fixed positions relative to each other and cannot be altered. You can use two specific configurations of the logo: the horizontal and vertical or stacked version. The logo can also be used in two style variations, either colour filled or linear, as shown below.
Whenever the logo is used, it should be surrounded with clear space to ensure its visibility.
The clear space around the logo is shown below.
The logo can be used at different scales, but ensure that the alignment is intact when using it at smaller sizes. To ensure legibility, you should never use the logo that is smaller than 35mm for print documents and 150pixels for digital.
Colour plays a critical role to build brand recognition. Consistent use of these colours will contribute to the cohesive and harmonious look of OT&P’s brand identity across all relevant platforms.
Deep Blue is the primary colour used and is a recognisable identifier for the OT&P brand. Use it as the dominant colour for all internal and external visual presentations of the company.
The secondary colours help complement and highlight our primary colour. They are especially useful when dealing with complex applications. But they are not recognisable identifiers. Use these colours sparingly.
Icons are a foundational building block of OT&P’s illustrated content. The styling suite of our icons is a combination of crisp, geometric line work with subtle rounded corners. They are minimalistic, aesthetic and timeless, aligning with OT&P’s design-centric approach.
The standard icon size for the OT&P icon suite is 24x24px. But can also be expanded into the desired dimensions. Icons can be either squared or rounded on the end caps.
Icon styles can either be filled or linear (see reference below). Each icon has the same visual weight, so they all feel like they are the same size, regardless of their overall shape.
The OT&P Healthcare website is available in two official languages: English and Traditional Chinese. The website is designed to ensure a visually consistent user experience as users navigate across it.
Everyone within the OT&P ecosystem with access to edit our website is required to comply with these standards. This guide aims to follow the best practices to adopt the appropriate tone regarding public communication.
Imagery, banners, text sizing, spacing, navigation and other key visual elements of our website are detailed below. Our goal is to ensure that our branding is consistent with our digital footprint.
Below is a list of the best practices for the appropriate use of images on the OT&P website:
OT&P banners are an effective way to communicate our main message with readers. Please see the guidelines below to understand how each banner type functions:
Our website content involves service pages, blogs, podcasts, announcements and more. Some of them are text-heavy pages. For a seamless reading experience, as well as for search engine value, the basic hierarchy to remember is as below:
The below illustration sheds light on the text hierarchy and associated font size:
H1: Font-Size: 48px (3em)Font-Weight: Semi-Bold (600)Line-Height: 1.042
H2: Font-Size: 38px (2.375em)Font-Weight: Regular (400)Line-Height: 1.184
H3: Font-Size: 30px (1.875em)Font-Weight: Regular (400)Line-Height: 1.267
H4: Font-Size: 25px (1.5625em)Font-Weight: Regular (400)Line-Height: 1.4
The spaces between lines, letters and paragraphs should be consistent and clear.
For example, the space between the H1 header and the body text should be 16px. Please see the below illustration of varying levels of spacing available.
Typography plays a vital role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all our communications.
The primary typefaces for OT&P web communications are Raleway (Headlines) & Lato (Body).
A clear hierarchy is critical for a professional and creative type system. The following guideline helps organise a clear and logical order for the header & body content.
This font is published under the Open Font License by Google, available across desktops and web fonts.
This font is published under the Open Font License by Google, available across desktops and web fonts.
Ping Fang provides six-word weights, and the font-family is defined as below.
The Call-to-Action (CTA) is a primary element for all our digital communications across the web, social media and emails. CTA’s should stand out from the surrounding content to command attention. Please ensure to use enough negative space around the CTA’s.
Adhere to the below guidelines when incorporating CTA’s:
The size of the CTA button should stand out in comparison to web text.
When using the CTA button on a light background, OT&P primary colour palette should be used (see example below on Hex: #006583)
When using the CTA button on a dark background, OT&P’s secondary colour palette should be used (see example below on Hex: #74BF55)
The banner CTA format involves four primary elements - a banner, imagery, text overlay and a CTA button. The entire banner will always be hyperlinked. Each banner CTA adheres to a combination of the primary and secondary colour palette.
Graphic Device is an amalgamation of shapes and other visual elements that make the OT&P brand instantly recognisable in print and digital mediums.
A tapered parallel pathway shape is a key identifier for the OT&P brand. It is an extension of our logo, emphasising the figures’ embrace.
Our graphic device allows for flexibility and usability across digital and print collaterals, but should follow these rules:
Below are two print & digital collaterals of a graphic device for a brochure and CTA.
Each of our stationery elements should include the logo, primary colour palette and graphic device to elegantly and consistently illustrate our brand.
The official OT&P letterhead should have a left-aligned and horizontal logo, a graphic device in the footer and functional icons. Do not produce letterhead with alternate designs or with the vertically stacked logo.
Always use OT&P letterhead for any outgoing official communication such as prescriptions, invoices, medical certificates etc.
297 x 210mm
The front side of OT&P business cards should include the horizontally stacked logo on the left and the ACHS logo on the right. The backside of the card is as shown in the figure below. It should include the OT&P logo in the centre, the website URL, company email and telephone hotline.
OT&P business cards are a professional way to exchange contact information. It should be adhered to at all times by every stakeholder within the OT&P ecosystem.
Company signatures endorse and organise all the connected clinical entities of OT&P, under a single healthcare umbrella. They provide a clear emphasis on the sub-divisions while demonstrating their connection to the brand's core values.
The visual elements of the OT&P signature are specifically configured, placed, sized, and rendered in a precise relationship to create a unique visual character.
OT&P Brochures are a visual marketing asset and a comprehensive way to introduce our services to patients.
Our brochures consist of a standard design and content template. They are presented in a bi-fold format and the layout consists of a cover, offer, valuable information, a CTA and contact information.
A bi-fold type reads similar to a magazine, from left to right.
Email marketing is a crucial component in how we convey our information. This guide will help us create a consistent style to make our messages resonate with our audience. This guide is supplemental to the Master Brand Style Guide, which should be consulted for all matters relating to content creation (typeface, iconography, brand personality and imagery).
All OT&P emails are built within the HubSpot platform and should adhere to the brand guideline. The emails should follow a standardised template below, using our dedicated colour palette and our established tone of voice for content.
OT&P’s horizontal logo should always be positioned on the upper left corner of the email.
When appropriate, the email should start with a hero image banner with a blue overlay. This image should either be relevant to the content or should use a standard clinic entrance image. Otherwise, the hero image is omitted.
The body copy text of the email should be in default regular size, using Lato typeface. It can have a flexible structure of two or three columns, adhering to the required white spacing requirements.
Every block of body copy should conclude with a CTA, adhering to the CTA guidelines.
Every OT&P email footer should include important information such as address, contact details, social media handles and consent statement on the primary colour palette background.
Any video or multimedia, whether produced internally or via an external resource, should aim to meet the OT&P video guideline requirements.
Creating an immersive viewing experience is an important element for all OT&P videos. All videos should be shot in a 16:9 ratio.
Technical Specs for Final Export
This section explains the standardisation process of OT&P videos, such as opening & closing screens, screen construction, subtitles and sizing points.
The opening and closing screen of every video should begin with the OT&P logo in different formats. The opening screen logo format should be on a white background, and the closing screen should use the primary colour palette. A white logo typeface should be placed for every subsequent frame on the main screen's upper-right corner
For videos with interviews, the lower third quadrant should be used to identify interviewees with their title, name and department.
Lower thirds refers to text that is positioned on the lower third area of the screen – usually the titles of interviewees.
Use lower-thirds to identify people on their first speaking appearance. Identify each subject just once.
If a subheading, such as a title or department name, exceeds 80 characters, run it over two lines.
Keep text within Action/Text Safe Zone and never let text go beyond the right or left margin.
All OT&P videos should have a subtitle either in English or Chinese.
The custom thumbnails must: