# Henry Schein One Brand Voice

> A collaborative and authoritative partner that balances clinical excellence with business intelligence.

## Positioning
Henry Schein One provides integrated dental technology and practice management software for dental professionals. It positions itself as an all-in-one solution that connects clinical care with business operations to improve patient experiences and practice profitability.

## Voice principles
*   **Collaborative:** Uses inclusive language like "Together" and "We" to position the brand as a partner rather than just a vendor.
*   **Data-Driven:** Relies on specific metrics and percentages to validate claims and demonstrate industry leadership.
*   **Aspirational yet Practical:** Uses upward-moving metaphors (Ascend, Heights) while grounding them in concrete business outcomes like "Better Business" and "Better Acceptance."
*   **Efficient:** Focuses on streamlining workflows and reducing complexity, using direct verbs to describe technological benefits.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-level, visionary, and partnership-oriented. |
| Product Features | Action-oriented, confident, and focused on ease of use. |
| Case Studies/Social Proof | Validating, results-focused, and human-centric. |
| Insights/Resources | Professional, analytical, and forward-looking. |

## Lexicon
- **Use:** Together, Connects, Harmony, Better (Attraction/Acceptance/Business), Extraordinary, Command center, Seamless, Thriving, Pro.
- **Avoid:** Not evident from captured copy (though the copy avoids overly technical jargon in favor of outcome-based language).

## Messaging do's and don'ts
*   **Do:** Emphasize the connection between staff experience and patient experience.
*   **Do:** Use specific numbers (97.7%, 35 years) to build trust.
*   **Do:** Frame technology as a tool for "human" outcomes like trust and confidence.
*   **Don't:** Focus solely on the software features without mentioning the business or clinical result.
*   **Don't:** Use passive language; use active verbs like "Simplify," "Boost," and "Verify."
*   **Don't:** Treat dental care as just a transaction; refer to it as an "experience."

## Evidence
*   "Together, We Make Dental Care Better" (Collaborative/Aspirational)
*   "Let the Numbers Speak" (Data-Driven)
*   "Better Attraction... Better Acceptance... Better Business" (Structured/Outcome-focused)
*   "Verify Eligibilities Like a Pro" (Confident/Practical)
*   "Everything under one umbrella" (Efficiency/Integration)