Our brand personality

Compassionate Changemaker

We are reliable, sincere and trustworthy, always making you feel heard and cared for. We strive to make an impact, driven by the pursuit of positive change, whether it's within ourselves, others or the world. We use our expertise to guide, educate and care for those around us, empowering everyone to make the best choices to achieve a fuller, healthier life.

How to sound like the compassionate Changemaker we are:

Show, don't tell

  • Are we the best, the biggest, the strongest? Of course we are, but we don't need to brag about it. Instead, we let our stories, our data, our awards do the talking. That's how we drop the mic.

  • Make the abstract tangible—for example, what does innovation look like? What does 24/7 care really mean? The more specific we can be, the more we can help people imagine what it's like to partner with us.

  • With headlines and concepts, lean into emotional hooks—you can always follow it up quickly with a definition of the product, service or benefit you're promoting.

  • We aim to use plain language. When we do have to venture into jargon territory, we acknowledge it—and may even use it as a teachable moment, or an opportunity to subtly poke fun at the establishment.

Talk to people like you like them

  • We don't judge people—they aren't “non-compliant,” they face challenges when it comes to their care. We don't define people by their condition—they aren't “diabetics,” they are people living with diabetes. We use language to sidle up beside someone and engage them in a warm, inviting way.

  • Offer a wink and nod once in a while—after all, healthcare is personal, and most people appreciate (and might even return) a smile.

  • Use active language. Read your writing aloud—does it sound like a conversation you'd want to have with someone?

  • Even when the topic is serious, take the opportunity to break the tension.

  • Always have a call to action—it's never goodbye, it's see you again soon.

Avoid the middle-of-the-road

  • Our visual identity is bold and bright—so our voice should match that. Let our language show up as pops of berry in a mauve-colored healthcare world.

  • Use a bit of swagger to help us break away from the pack of competitors. Try to picture Teladoc Health as a celebrity who people admire but are pleasantly surprised to find out is also refreshingly down-to-earth.

  • Yet it's ok to be vulnerable, too. There is nothing “simple” about things like behavior change or reducing health inequity—rather, we acknowledge when a goal is difficult and sound optimistic about achieving it.

  • Be intriguing—consider using cliffhangers (sparingly) to add drama and invite discovery. You don't have to say it all, all at once.

  • Avoid the expected. It’s ok to use AI to inspire ideas, but our brand voice should level up from that baseline.

Voice and tone example

Before

Dear < FirstName >,

With Teladoc Health, you can take care of all of your health needs from home or on the go.

Our team of U.S. board-certified doctors and licensed specialists are available to help with non-emergency conditions like colds, allergies, the flu and more. You also have access to therapists and psychiatrists who can help with mental health needs like depression and anxiety, and coaches who can help you manage chronic conditions like diabetes and hypertension.

Get the right care when you need it most with Teladoc Health.

Sincerely,
Your Teladoc Health team

CTA: Schedule my appointment

After

Dear < FirstName >,

Do you ever feel like taking care of yourself is harder than it needs to be?

Luckily, with Teladoc Health you can take care of your health needs from home, the airport or from wherever you may be.

Our team of doctors and specialists are here to help with colds, allergies, depression and anxiety. We also have coaches who can help manage chronic conditions like diabetes and hypertension. And if you need us to share your visit results with a preferred doctor, we can do that too.

Whatever your health needs might be, we invite you to begin living healthier ever after with us.

Stay well,
Your Teladoc Health team

CTA: Schedule my visit

Here, we shifted the tone from talking about how great we are to what we can do for our reader

We helped them picture how they might use our services in real life (“from home, the airport or from wherever you may be”). We also introduced a friendly, unexpected turn of phase (“healthier ever after”) to a hardworking, factual email.

  • Show, don’t tell

  • Talk to people like you like them

  • Avoid the middle-of-the-road

For additional guidance, download our brand guidelines.

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Teladoc Health