Brand Voice
We use our brand voice to convey who we are, communicate our ideas and connect with our different audiences. While individual audiences and campaigns may have a particular tone or voice, we strive to ensure that our voice is always concise, clear, friendly, authentic and empathetic, while maintaining the level of respect appropriate for our subject matter.
Our Words Should
Differentiate Us
Build Trust
Empower Action
Focus On Conveying That We Are
Collaborative
Compassionate
Smart
Pioneering
Tireless
Our Tone Is
Simple & Informative
As the writer, your job is to make critical and often complex information understandable. Explain things clearly and provide context, so people can understand what you mean and why it’s important.
Warm
Be compassionate, empathetic and approachable. However, we’re not overly friendly, light-hearted, sentimental or poetic.
Authentic
Anything too crafted seems disingenuous. Tell small, personal details and stories that make us more human. Be conscientious of the real struggle patients go through: they are not on a “journey” and aren’t “warriors.” Be sensitive to their realities.
Frank
Our audiences are seeking information. Put key details first and cut away anything that isn’t necessary. Be simple and direct, literal and specific—especially when talking about what Foundation Medicine does and what we offer.
Dynamic
We need to convey that we’re constantly working to transform cancer care. Use action words like pushing, researching, helping and striving. Create a sense of rhythm and urgency by using comparatives like “deeper insights,” “more options” and “better treatment.”
Humble
Never make grandiose statements or portray Foundation Medicine as all-knowing. Instead, communicate our tireless pursuit of progress through words like “striving,” “collaborating” and “together.” We are one part of a patient’s care team, working toward progress.
Naming Conventions
Company Name
The abbreviation FMI can always be used in internal communications. In all external-facing communications, the full name Foundation Medicine should be used, except when character count dictates it’s necessary to abbreviate to FMI. If FMI is used in external-facing communications, the first mention should state “Foundation Medicine (FMI).”
Registration Symbols
The first use of the product name on a page must always include its registration mark (®) after “FoundationOne” and no space between it and the following word. Subsequent uses of the product name do not contain the ® after “FoundationOne” and instead contain a space between One and the following word. The words “FoundationOne” are both capitalized and contain NO space between them.
Registration and trademark symbols should always be superscripted.
First use: with trademark
Subsequent uses: without trademark
Spacing & Capitalization
The spacing and capitalization of our product names are intentional and must be adhered to. Please use the following list as your guide to correctly using product names, while adhering to the Registration Symbol guidelines above:
FoundationOne CDx
FoundationOne Liquid CDx
FoundationOne Heme
FoundationCORE
FoundationInsights
Clinico-Genomic Database (CGDB)
FoundationAccess
Please note that line-breaks should never occur in the middle of a product name.
Abbreviations & Acronyms
As with our company name, our products have internal acronyms that are used only when necessary for character limitations in external-facing communications. If abbreviations or acronyms are used in external-facing communications, the first mention should spell out the full name followed by the abbreviation in parentheses.
FoundationOne CDx: F1CDx
FoundationOne Liquid CDx: F1LCDx
FoundationOne Heme: F1H
FoundationOne: F1
FoundationOne Liquid: F1L
FoundationACT: FACT
There are no spaces in these acronyms, and they are always capitalized except for the x.
Portfolio Names
We often talk about our Comprehensive Genomic Profiling (CGP) tests as a portfolio. The two phrases are used to refer to different groups of the tests:
“Proven Portfolio” includes F1CDx, F1LCDx, and F1H
“FDA-Approved Portfolio” includes F1CDx and F1LCDx
These standards apply to all copy in both print and digital pieces.
Gene Names
Gene names should always appear in all caps and italics, except for the gene below:
ERBB2 should always be accompanied by HER2 in parentheses: ERBB2(HER2).
HER2 should never be italicized.
Genomic Biomarkers
Genomic biomarkers, sometimes referred to as genomic signatures or complex biomarkers, should always be referred to in US communications as “genomic biomarkers.” The acronyms should be defined at first use and always used in the manner shown below:
tumor mutational burden (TMB)
blood tumor mutational burden (bTMB)
microsatellite status instability (MSI)
microsatellite status instability - high (MSI-H)
tumor fraction (TF)
genomic loss of heterozygosity (gLOH)
Additional Acronyms
CGP: Comprehensive Genomic Profiling
VAF: Variant Allele Fraction
TAT: Turn Around Time
Please work with your marketing/corporate communications lead for the most up-to-date and approved claim and/or language.