Tone of Voice

An essential part of communicating our messages to our target audience is the manner in which we express these messages. For example:

Helping Save Lives

At Laerdal, we are all committed to our mission, Helping Save Lives. This means that through our product solutions and services, we help our customers to save lives. We ourselves are not saving lives. This is an important distinction to make and should be observed in all our written communications (brochures, user stories, press releases, advertising, customer e-mails etc) as well as verbal communications (exhibitions, conferences, customer visits etc).

‘Needs’ Based Communication

In order to help our customers save lives, we work with leaders in the appropriate medical disciplines to design and create products and service solutions that fulfill identified customer needs. Our communication needs to express this fact with a prominent focus on how the product or service fulfills this need rather than just what the product is in itself.

A library of headline messages (which will continuously evolve) has been created for use in our communication materials to project the way we wish to be perceived by our existing and prospective customers. You may be familiar with some of these:

• Improving patient safety
• Enhancing your educational programs
• Improving patient outcomes
• Preparing for emergencies

Language

While much of our customer communication will be created centrally by the MARCOM teams, a significant proportion of customer conversations take place over e-mail. The above principles should be observed appropriately in the tone in which you express information. Equally, correct grammar and spelling are also essential disciplines to reflect our corporate professionalism.