Voice and Tone | Stony Brook Medicine

Why Voice Matters

The way we speak in writing, on screens and in person is more than just words. It’s how people experience Stony Brook Medicine. Whether we’re reaching patients, colleagues, students, or community and business partners, our voice reflects who we are.

Our voice should feel like a conversation with someone you trust: confident but approachable, smart but never condescending, visionary but grounded in real care. We’re part of a community that leads with purpose and our voice reflects that.

Our Brand Tone

Trait	What It Sounds Like
Confident	We speak with authority rooted in evidence while still collegial and collaborative.
Human	We communicate with warmth and clarity. Whether the topic is complex or emotional, we explain things in a way that’s relatable and respectful.
Inclusive	We recognize the diversity of our audiences and aim to make everyone feel seen, heard and welcome.
Curious & Purposeful	We ask big questions and share exciting answers. We showcase our passion for discovery, patient care and community impact.
Motivating	Internally and externally, we inspire action whether it's booking a screening, supporting the acquisition of knowledge or joining a clinical trial.

Editorial Guidelines by Audience

Refer to our Editorial Standards for full guidance.

For Patients, Students and the Public:

Use clear, concise and compassionate language that empowers. Show how we’re focused on quality patient care, important research and supporting education of the future healthcare workforce.

For Internal Audiences:

Speak to colleagues with respect and enthusiasm. Celebrate wins. Be transparent. Communicate in a way that’s informative, encouraging and solutions-focused.

For Academic and Research Audiences:

Let the science shine. Balance technical accuracy with accessibility. Share discoveries with a sense of purpose and potential.

For Children’s Communications:

Keep it empathetic and imaginative. Parents want clear, trustworthy information, but they also want to feel understood. We don’t shy away from complex topics, but we always explain them with heart.

Voice in Action: Do’s and Don’ts

Do	Don’t
Use active voice: “We’re building solutions.”	Avoid passive voice or jargon: “Solutions are being built.”
Highlight impact: "This research could change how we treat stroke."	Avoid vague superlatives: "This is the best breakthrough ever."
Write like a person, not a brochure.	Don't default to corporate-speak, industry jargon or academic formality.
Use inclusive language: "patients and families," "traditionally marginalized communities," "people with disabilities."	Avoid labels or assumptions: "the disabled," "underserved," "at-risk groups."
Be warm but fact-based, using inclusive language even when the topic is serious.	Don't let clarity get buried in complexity or fear.

Putting It All Together

When in doubt, ask:

Would I say this out loud to a real person?
Does this sound like Stony Brook Medicine — smart, sincere, compassionate and bold in purpose?
Am I giving the audience credit for their intelligence and care for their time?

Let’s make every message reflect what makes Stony Brook Medicine extraordinary — not just what we do, but how we make people feel.