Clinical Content Style Guide

Purpose

This guide ensures all WellWalla health content is accurate, accessible, legally compliant, and consistent with our brand voice. All content creators—AI or human—must follow these standards.

Voice & Tone

Brand Voice

Authoritative but approachable — We know our stuff, but we're not condescending
Educational, not preachy — Inform and empower, don't lecture
Clear and direct — Avoid jargon; explain technical terms
Empowering — Focus on what patients CAN do

Example: Describing High LDL

❌ "Elevated LDL-C levels indicate hyperlipidemia requiring pharmacological intervention."

✅ "High LDL cholesterol means more 'bad' cholesterol is building up in your arteries. The good news: diet, exercise, and sometimes medication can bring it down."

Medical Claims Rules

✅ DO: State facts with sources

"Studies show that elevated Lp(a) is associated with increased cardiovascular risk."

✅ DO: Use hedging language for associations

"may help," "is associated with," "research suggests," "can be an indicator of"

❌ DON'T: Make diagnostic claims

"This test will tell you if you have heart disease." → We don't diagnose.

❌ DON'T: Promise outcomes

"Taking this supplement will lower your cholesterol." → We can't guarantee results.

❌ DON'T: Provide treatment advice

"You should take statins if your LDL is above 100." → That's for their doctor.

Required Disclaimers

Lab Test Pages

Every test page must include:

"This test is for informational purposes and is not a substitute for professional medical advice, diagnosis, or treatment. Always consult with a qualified healthcare provider about your results."

Supplement Pages

Every supplement page must include:

"*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease."

Result Interpretation Content

"Reference ranges may vary by lab and individual factors. Discuss your specific results with your healthcare provider."

Terminology Standards

Preferred Terms

Patient (not "customer" for clinical contexts)
Healthcare provider (not "doctor" — inclusive of NPs, PAs)
Results (not "diagnosis")
May indicate (not "means you have")
Biomarker (acceptable, but define on first use)

Avoid

"Cure" or "treat" (unless quoting FDA-approved uses)
"Guaranteed" or "proven" (without citation)
"Doctor-recommended" (unless specifically true and disclosed)
Fear-based language ("dangerous," "deadly," "you must")

Structure for Test Pages

Title & Category — Clear test name with category tag
One-sentence summary — What does this test measure?
Why it matters — Health implications (2-3 sentences)
Who should consider this test — Target audience
Test Details — Sample type, fasting, turnaround time
What results mean — General interpretation guidance
FAQs — 3-5 common questions (SEO + user value)
Related tests — Cross-sell opportunities
Disclaimer — Required legal text

Review & Approval Process

All clinical content follows this workflow:

Draft — Created by content team or AI
CMedO Review — Medical accuracy check
CLO Review — Legal/compliance check (for claims)
Chairman Approval — Final sign-off (for new test categories)
Publish — Deploy to site

Routine updates to existing pages can be approved by CMedO alone. New health claims or test categories require Chairman review.

Document History

v1.0 (2026-02-04) — Initial version created by CMedO/CEO

📋 Clinical Content Style Guide