# Hinge Health Brand Voice

> Empathetic, movement-oriented, and clinically confident.

## Positioning
Hinge Health is a digital musculoskeletal (MSK) clinic providing virtual physical therapy and specialized care for individuals. It serves both individual members seeking pain relief and businesses looking for reliable healthcare outcomes for their workforce.

## Voice principles
*   **Action-Oriented:** Focuses on movement and progress using active verbs like "get back," "let's get moving," and "take your first step."
*   **Inclusive:** Uses welcoming language that emphasizes care for "every body" and "your people" regardless of history or ability.
*   **Reliable:** Establishes trust through professional, results-driven language such as "transformative outcomes" and "independently validated."
*   **Personalized:** Emphasizes the individual experience with descriptors like "built around you" and "made-for-you."

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Encouraging and aspirational, focusing on the life lived after pain. |
| B2B / Business | Professional and dependable, focusing on ROI and accountability. |
| Product / Features | Clear and descriptive, explaining the "how" of the care model. |
| Error States | Simple and direct, acknowledging the issue without flair. |

## Lexicon
- **Use:** Pain relief, every body, transformative, specialized, built around you, get moving, frictionless, seamless.
- **Avoid:** Not evident from captured copy (though the brand avoids overly clinical jargon in favor of "living" and "moving").

## Messaging do's and don'ts
*   **Do:** Focus on the outcome of the care (e.g., "more living").
*   **Do:** Use "you" and "your" to keep the focus on the member or business leader.
*   **Do:** Frame healthcare as a proactive journey or a "step."
*   **Don't:** Use passive language; keep the focus on the "first step" and "getting back" to activity.
*   **Don't:** Use overly complex medical terminology when describing the benefit to the user.
*   **Don't:** Sound clinical or cold; maintain the "care" aspect of the brand.

## Evidence
*   "Pain relief for every body"
*   "Less pain, more living"
*   "Care your people and business can count on"
*   "Take your first step towards pain relief"
*   "Trusted care. Transformative outcomes."
*   "Let's get moving"