# Jaspr Health Brand Voice

> Clinical, authoritative, and compassionate, balancing rigorous suicide science with human-centered support.

## Positioning
Jaspr Health is a digital suicide prevention platform for Emergency Departments and hospitals. It provides evidence-based assessment tools and coping resources for providers and patients to improve safety outcomes and clinical workflows.

## Voice principles
*   **Clinical and Credible:** Uses formal terminology from suicide science and academia to establish trust with healthcare systems.
*   **Empowering:** Focuses on providing tools, skills, and "shared stories" that give both patients and providers a sense of agency.
*   **Optimized and Efficient:** Emphasizes speed, standardization, and workflow integration to appeal to busy medical environments.
*   **Collaborative:** Highlights partnerships with experts, investigators, and people with lived experience.

## Tone by context
| Context | Tone |
|---|---|
| Marketing / Hero | High-level, benefit-driven, and professional. |
| Provider Features | Technical, efficiency-focused, and clinical. |
| Patient Resources | Supportive, skill-based, and human (e.g., "Comfort & Skills"). |
| Leadership / Research | Academic, credential-heavy, and authoritative. |

## Lexicon
- **Use:** Evidence-based, suicide science, optimized workflow, standardized, companion app, lived experience, psychoeducation skills, co-designed.
- **Avoid:** Not evident from captured copy (likely avoids "disruptive," "revolutionary," or overly casual slang).

## Messaging do's and don'ts
*   **Do:** Mention specific credentials and academic affiliations (e.g., PhD, ABPP, Professor).
*   **Do:** Use active verbs like "empowers," "speeds," "optimizes," and "helps."
*   **Do:** Frame technology as a "companion" or "assistant" to the human provider.
*   **Don't:** Use hyperbolic marketing language; stick to research-backed claims and "care-as-usual" comparisons.
*   **Don't:** Refer to the platform as a replacement for clinical care; it is an "integration" or "support" tool.

## Evidence
- "Co-designed with suicide science experts"
- "Optimized Provider Workflow"
- "Standardized Suicide Risk Assessment"
- "Comfort & Skills: Coping skills to help calm down"
- "Compared to care-as-usual, Jaspr Health..."
- "Videos from people who have lived experience"