Style, Voice, & Tone

What HUMAN means:

• The voice of a real person
• Conversational
• People-focused

What HUMAN looks like:

• We use contractions
  • Example: “While Genentech might be a familiar name in the oncology world now, at the time it didn't even have an oncologist on staff.”
• In most cases, we say “we/our” instead of “Genentech/Genentech’s”
  • Example: “These teams are on the front lines of helping our patients get the medicines they need.”
• We use vernacular language
  • Example: “Fast forward three decades. Today, there might be one MS patient hospitalized every two weeks at the University of Chicago Medical Center.”
• We write about patients as people first
  • Example: “Beekeeping requires a certain fearlessness, dedication and nimbleness. It’s not a hobby most people with rheumatoid arthritis (RA) would take up, but then again, most people aren’t Phyllis.”

Genentech's voice is not impersonal.

What IMPERSONAL looks like:

“Phyllis is a rheumatoid arthritis (RA) patient. She is interested in beekeeping, and she pursues this physically demanding hobby despite her RA symptoms.”

What TRUTHFUL means:

• Honest, no “spin” or boasting
• Humble: We don’t gloss over the challenges and failures on the way to success
• Factual: We back up statements with facts/statistics and check these facts/statistics for accuracy

What TRUTHFUL looks like:

• We talk about uncertainty and risk
  • Example: “They needed to find a partner who was willing to take a chance on an idea that had promise, but not proof.”
• We include failures and shortcomings in our stories
  • Example: “Unfortunately, results from Phase II trials, presented at that very same ASCO meeting, showed the new drug did little to slow the growth of other types of cancers.”
• We contextualize our achievements in the bigger picture:
  • Example: “Though the battle is far from over, the progress they have made not only gave hope to Lisa and others, but also helped to fundamentally change the way we fight cancer.”

Genentech's voice is not boastful.

What BOASTFUL looks like:

“The trials were a huge success, and we improved the lives of Lisa and countless others patients. We singlehandedly revolutionized cancer treatment.”

What PURPOSEFUL means:

• There is urgency; readers should feel the importance of the story
• We have a strong desire to do good in the world

What PURPOSEFUL looks like:

• We use patient stories to show the impact of illness
  • Example: “In 1993, Erin, a shy, 20-year-old college student, and her mother drove from their Orlando, Florida, home to a nearby neurologist's office… Individuals such as Erin diagnosed with MS struggle with challenges that include difficult decision-making about treatment options and their possible side effects.”
• We highlight our desire to be a force of good
  • Example: “When Genentech’s Chief Executive Officer Ian Clark picked up this article and read the startling statistics, he knew his company had to do something. He organized a team to figure out how to best make an impact—the first step towards building what would come to be known as the Memphis Breast Cancer Consortium.”

Genentech's voice is not removed.

What REMOVED looks like:

“The Memphis Breast Cancer Consortium was founded by Chief Executive Officer Ian Clark. The organization helps to provide accessible mammograms.”

What UNDERSTANDABLE means:

• We talk about complex science in simple and accurate terms

What UNDERSTANDABLE looks like:

• We define terms
  • Example: “MS affects the brain, spinal cord and optic nerves (nerves in the eyes), which comprise the central nervous system, or the CNS.”
• We use simple language
  • Example: “Normally, elements of the body’s immune system, called T cells and B cells, are floating around in the body looking for foreign invaders that cause infections. Their job is to notice these outsiders, call in other parts of the immune system, and together disarm the infection-causing intruders.”

Genentech's voice is not dense.

What DENSE looks like:

“B cells can exert effector functions as antigen-presenting cells, by cytokine and antibody production, and they participate in the formation of ectopic lymphoid tissues.”

What COMPOSED means:

• Simple and clear, not too wordy
• No corporate speak or jargon
• No overused/overextended metaphors, no clichés

What COMPOSED looks like:

• We write clearly, without buzzwords or metaphors (see note on buzzwords below)
  • Example: “The project also demonstrated the power of collaboration. Brunetta credits the FDA and the other investigators for their roles in the RAVE trial.

Genentech's voice is not clichéd.

What CLICHÉD looks like:

“At Genentech, collaboration is in our DNA. The FDA investigators played a highly impactful role in a project that proved our commitment to scientific innovation.”