# Medplum Voice Guidelines

This document outlines Medplum's brand voice, designed to guide all communication and content creation. Our voice is rooted in our mission to empower developers and transform healthcare technology.

## Communication Style

### Overall Tone and Personality
Medplum's tone is **professional, authoritative, and empowering**. We are confident in our technology and our ability to solve complex healthcare challenges. Our personality is that of a **trusted expert and an enabler** – we speak with precision and clarity, aiming to educate and equip our audience. We are innovative and forward-thinking, but always grounded in practical solutions and compliance.

### Key Stylistic Elements and Patterns
*   **Direct and Concise:** We get straight to the point, valuing clarity and efficiency in our messaging.
*   **Solution-Oriented:** We frame problems and then present Medplum as the definitive answer, emphasizing benefits.
*   **Technical Precision:** We use accurate, domain-specific terminology (e.g., FHIR, DICOM, HL7, HIPAA, SOC2) without unnecessary jargon. When explaining complex concepts, we do so clearly.
*   **Active Voice:** We use strong verbs and active constructions to convey confidence and action.
*   **Strategic Bolding:** Key terms, features, and announcements are often bolded for emphasis and scannability.
*   **Structured Lists:** Bullet points and numbered lists are used extensively to break down information and highlight features/benefits.

### Vocabulary Preferences and Word Choices
We use a blend of technical, industry-specific, and empowering language.
*   **Technical:** `API-first`, `FHIR-native`, `open source`, `developer platform`, `automation-ready`, `SDK`, `multi-tenancy`, `interoperability`, `compliance`, `scalable`.
*   **Industry:** `longevity medicine`, `prior authorization`, `patient record`, `clinical workflows`, `revenue cycle management`, `population health`.
*   **Empowering/Action-oriented:** `build`, `run`, `ship`, `customize`, `streamline`, `transform`, `empower`, `accelerate`, `gain control`, `skip the plumbing`.

## Content Patterns

### Common Themes and Topics
*   **Solving Healthcare Complexity:** Addressing the inherent difficulties in building and operating healthcare software.
*   **Developer Enablement:** Highlighting how Medplum accelerates development, reduces burden, and provides necessary tools.
*   **Compliance & Security:** Emphasizing built-in HIPAA, SOC2, HITRUST, ONC certifications.
*   **Interoperability:** Showcasing seamless integration with the broader healthcare ecosystem (labs, medications, billing, imaging).
*   **Scalability & Flexibility:** Demonstrating the platform's ability to grow with any organization and adapt to unique needs.
*   **Innovation:** Discussing new technologies like AI/agents, and future-proofing solutions.

### Structural Approaches to Content
*   **Problem-Solution Framework:** Identify a common pain point (e.g., "Medical imaging has been the part of the patient record that lives somewhere else."), then introduce Medplum's solution ("Today we are releasing DICOM and DICOMweb support...").
*   **Feature-Benefit Explanations:** Clearly state a feature and immediately follow with its advantage (e.g., "FHIR-native: Anticipate nuances and avoid costly re-writes down the line...").
*   **Categorization:** Organize offerings logically (e.g., "Apps," "Capabilities," "Foundations" for products).
*   **Updates & Announcements:** Structured monthly updates, new feature releases, and certification announcements.
*   **Case Studies:** Real-world examples showcasing customer success and specific use cases.

### Call-to-action Styles and Patterns
CTAs are clear, direct, and actionable. They guide the audience to the next logical step.
*   **Informational:** `Read more`, `Learn More`, `View Our Docs`, `Explore the Provider App`.
*   **Engagement:** `Book a Demo`.
*   **Developer-focused:** `npm init medplum`, `git clone https://github.com/medplum/medplum.git`.

## Audience Interaction

### How the Brand Addresses Its Audience
We directly address our audience as "you" or "your team," positioning Medplum as a partner that understands their challenges and provides the tools they need. We speak to **developers, product leaders, healthcare innovators, and technical decision-makers**.

### Level of Formality and Relationship Style
The relationship is **professional and collaborative**. We are not overly casual, but we are approachable and empathetic to the technical and operational challenges our audience faces. We aim to build trust through expertise and reliability.

### Engagement and Conversation Patterns
Engagement is primarily through providing valuable, actionable information and tools. We foster a sense of community through hackathons and open-source contributions. Testimonials from industry leaders serve as social proof, demonstrating peer validation and trust.

## Guidelines & Examples

### Do's and Don'ts for Brand Communication

**Do's:**
*   **Be precise:** Use accurate technical and healthcare terminology.
*   **Focus on value:** Clearly articulate the benefits for developers and healthcare organizations.
*   **Be empowering:** Frame Medplum as a tool that enables users to achieve more.
*   **Highlight compliance and security:** These are non-negotiable for our audience.
*   **Provide actionable steps:** Include links to documentation, demos, or code snippets.
*   **Maintain a professional yet accessible tone.**

**Don'ts:**
*   **Avoid vague claims:** Be specific about features and benefits.
*   **Over-simplify technical concepts to the point of inaccuracy.**
*   **Use overly casual or informal language.** This diminishes our authority.
*   **Engage in hyperbole or sensationalism.** Our strength is in our robust, reliable technology.
*   **Shy away from necessary technical detail.** Our audience expects it.

### Example Phrases and Expressions that are "On-Brand"
*   "Build and run modern healthcare apps."
*   "Skip the plumbing and ship what matters."
*   "A platform built for healthcare complexity."
*   "Anticipate nuances and avoid costly re-writes down the line."
*   "Streamline your operations and automate any workflow."
*   "Fully configurable for your most unique operations."
*   "Trusted infrastructure, to meet any future you build."
*   "Medplum is the open source developer platform for shipping clinical software."
*   "Medplum provides the core primitives required to ship and operate healthcare software in production."

### Content Types and Formats the Brand Uses
*   **Blog Posts:** Technical deep dives, feature announcements, monthly updates, case studies, compliance explanations, event summaries.
*   **Marketing Pages:** Solution overviews, feature breakdowns, value propositions, testimonials, compliance details.
*   **Product Descriptions:** Detailed explanations of apps, capabilities, and foundational components, often with code examples.
*   **Documentation:** Comprehensive technical guides, API references, how-to articles.
*   **Code Snippets:** Direct commands for developers (e.g., `npm init medplum`).