# Mirah Brand Voice

> Professional, authoritative, and partnership-oriented with a focus on clinical scale and data integrity.

## Positioning
Mirah is an enterprise-grade platform for behavioral and integrated healthcare organizations. It provides the data-driven infrastructure necessary to power Collaborative Care (CoCM) and Measurement-Based Care (MBC) at scale.

## Voice principles
*   **Authoritative:** Uses industry-standard terminology and enterprise framing to establish leadership in the healthcare space.
*   **Collaborative:** Emphasizes the relationship between the platform and the organizations it serves, positioning the company as a partner rather than just a vendor.
*   **Precise:** Focuses on specific clinical models and data-driven outcomes without using hyperbolic marketing fluff.
*   **Formal:** Maintains a professional distance, using complete sentences and standard grammatical structures even in technical or error states.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | High-level, enterprise-focused, and results-oriented. |
| Testimonials | Warm, appreciative, and focused on responsiveness and partnership. |
| Error States | Polite, formal, and helpful without being overly apologetic or humorous. |
| Form Fields | Descriptive and clarifying (e.g., providing examples of clinician types). |

## Lexicon
- **Use:** Enterprise, Data-Driven, Powering, Collaborative Care Model (CoCM), Measurement-Based Care (MBC), At scale, Highly responsive, Integrated Healthcare.
- **Avoid:** Not evident from captured copy, but generally avoids informal slang or "disruptor" tech jargon.

## Messaging do's and don'ts
*   **Do:** Use full clinical titles and acronyms (Clinicians, Social Workers, Nurse Practitioners).
*   **Do:** Highlight the "team" and the "experience" of working together.
*   **Do:** Focus on the "powering" and "assisting" nature of the software.
*   **Don't:** Use "Oops" or informal language in error messages.
*   **Don't:** Refer to the product as a "tool"; refer to it as a "platform."
*   **Don't:** Use vague claims; anchor benefits in "Decision Making" and "Assessments."

## Evidence
*   "Enterprise Data-Driven Decision Making for Behavioral and Integrated Healthcare"
*   "The leading platform powering the Collaborative Care Model (CoCM)... at scale."
*   "The Mirah team has been highly responsive"
*   "We couldn't find the page you were looking for" (vs. "404 Error" or "Whoops")
*   "(Clinicians, Social Workers, Nurse Practitioners, etc.)"