Spectrum Eye Care Content Guide
Location: Charlotte, NC
Website URL: https://www.spectrumeyecarenc.com/
Prepared By: Zoey Duncan | April 8, 2025
Updated By: [Name] | [Date]

Important notes about this client: 
	•	Myopia “Management” not control
	•	They do not want to talk about atropine as a myopia management option
	•	One of their doctors operates the functional health clinic Revision Health. The ODs frequently recommend patients to go there when they appear to have systemic concerns affecting their vision (i.e. persistent dry eye, diabetes)

Corporate Brand Styling
For the sake of brand consistency, the business name should always be written the same way, no matter where it appears:
Spectrum Eye Care
Accepted variations or acronyms of the client’s name include:
None

Brand Elements
Tagline
If the client has a tagline, include it here.
Mission
Our mission is to provide exceptional vision solutions through expert care, high-quality products, and a patient-first approach. We are committed to creating a seamless and engaging experience for every patient while empowering our team with the tools, knowledge, and support they need to succeed. By fostering a culture of excellence, continuous improvement, and collaboration, we aim to elevate both patient care and business performance, ensuring that every individual leaves our office seeing and feeling their best.
Style Guidelines 
POD Marketing + Vertical-Specific Content Style Guide
Headline capitalization rules
Grammar & Structure
	•	Always use American spelling.
	•	Use contractions.
Unique Selling Points/Value Propositions
	•	Excellent customer service (people stick around 10+ years, some up to 30 years)
	•	They can do it all!
	•	Connection to Revision Health (functional health practice run by one of their optometrists)
Brand Voice Description
Voice Description
Professional and welcoming. They really want to be everything to everyone and to be Charlotte’s go-to eye care practice. They are trustworthy and care about your overall health and wellness, even beyond your vision.
How to Execute this Brand Voice

Characteristic
Description
Do 
Don’t
Professional
Professional doesn’t mean formal or high-brow. It means you can trust this eye clinic and they will respect your time, independence, and intelligence.
Be clear, kind, concise

Use correct terminology, but if it’s not a common word, explain it parenthetically: “The retina (the light-sensitive layer at the back of your eye)..."

Organically mention years of experience or their investment in technology

Use “eye,” “vision,” and “sight” over “ocular”
Use overly casual language or exclamation marks

Be overly formal.

Use flowery language or colourful metaphors
Example:
Jargon: "Corneal topography mapping is used to assess the shape of your cornea."

Clearer Version: "A special scan creates a detailed map of the front surface of your eye, helping us assess its health."
Welcoming
The content should be warm, personable, and friendly, like if you were being welcomed into the coffee shop where you’re a regular. 
Explain medical topics with clarity, shorter sentences, and no jargon.

Use “kid” more than “child”

Mention specific ways the staff is friendly to patients

Use “you” and “your family” to evoke familiarity and friendliness
Be overly familiar or too casual

“Dumb it down” too much.

Be goofy
Example: 
Instead of: "Early detection of childhood eye problems is crucial for optimal development."
Try: "Do you ever wonder if your child might need glasses? Catching vision problems early can make a big difference in their learning and development."
Reassuring/Trustworthy
The patient can trust this clinic, because they know what they’re doing and will treat each person with care.

Patients have been coming to Spectrum in some cases for 10, 20 or even 30 years.

They want to be the premier eye care clinic in Charlotte
Use positive language
Use “you” language, like “We’re here to answer all your questions. We love when clients are as curious about their eyes as we are.”

Validate patients’ feelings with phrases like "We know..." or "It can be frustrating when..."

Highlight the benefits of clear or comfortable vision: help you see life’s finer details, wake up with refreshed-feeling eyes, see beauty, etc.
Use passive language
Example:

“Our comprehensive exams are designed to catch potential concerns early, and our friendly team is here to answer all your questions and guide you through any necessary treatment plans. We're committed to helping you see your world clearly and comfortably."

Brand Voice Website Content Example



Important Information About [Practice Name]
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Do’s & Don’ts
General guidelines to be followed for all products.
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