04 · Stay compliant For clinic use only

Say this, not that.

The one page in this kit that is firm rather than suggested, because the rules here come from outside the clinic. Where this page and a sales instinct disagree, follow this page.

Words we never use

Banned on every channel.

These read as hype or as promises we can't make. They're off the table in calls, texts, emails, and anything written.

painlesspain-freeminimally invasivequickfastrapidrevolutionarycutting-edgebreakthroughguaranteedcurepermanentmiraclebest in class

Swap the instinct for the approved line.

"It's painless""In the published study 92% reported no pain in the first five days. The surgeon will explain what to expect for you."
"Pain-free""Most patients do not report high levels of pain. Everyone in the study had light sedation, and the surgeon will speak to your needs."
"Minimally invasive""An outpatient procedure"
"Quick recovery""Most patients in the study went back to work the same or the next day. The surgeon will walk you through recovery."
"Revolutionary / cutting-edge""Backed by published five-year results"
"Guaranteed to work""Most patients were symptom-free at five years"
"It cures hemorrhoids""It treats them, with durable results in the study"

Qualifiers that keep a sentence safe.

Almost anything is sayable with a qualifier in front of it. These are the words that turn a promise into an honest description. Reach for one whenever a sentence is about to state a certainty.

mostoftentypicallyusuallymany patientsin the published studyfor most peopleyour surgeon will confirmit varies person to person
How to use them

"It takes 15 minutes" becomes "it usually takes about 15 minutes". "You'll be back at work the next day" becomes "most patients in the study went back the same or the next day". The qualifier is not hedging, it is the difference between a description and a promise we cannot make.

The voice

How we talk to patients.

Do

  • Plain, specific language. Numbers over adjectives.
  • Be honest that experience varies person to person
  • Empower the patient to decide. No pressure or urgency
  • Treat a sensitive topic with calm dignity
  • Defer clinical questions: "the surgeon will go through that with you"

Don't

  • Use superlatives or the banned words above
  • Create urgency ("limited spots", "act now")
  • Be euphemistic or crude about the condition
  • Promise outcomes, comfort, or recovery times
  • Diagnose, or paraphrase FDA status
Claim safety

Green to say, amber to confirm, red to never.

Safe to say nowOnly the approved wordingNever

Green · say freely

Outpatient procedure, performed by a surgeon: a consult first, then the procedure at a separate visit, about 15 minutes. Incisionless, thermal energy, no tissue cut away. We accept commercial insurance and offer self-pay. Peer-reviewed study, hundreds of patients treated, large majority symptom-free at five years.

Amber · approved wording only

The anesthesia approach, and the accepted insurance plans and self-pay rate. Use only the clinic's confirmed wording, once page 01 is filled in. Until then, offer the consult.

Red · never

Painless or pain-free. Guaranteed or permanent. A cure. Promises it won't come back. "FDA approved" or "FDA cleared", or any paraphrase of FDA status. Any claim of being better than a named competitor.

When in doubt

Say less, and book the consult. "That's exactly what the surgeon will go over with you" is always safe, always credible. A booked consult beats a risky claim every time.

Specific over superlative. Evidence over hype.

One voice throughout: clinically grounded, empathetically direct, never selling.

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