Directly addressing the oncology patient
In oncology, the tone of the content is as important as the subject itself. Speak too harshly and people close the post; speak too softly and the warning is lost.
The account strikes a balance: the posts neither diagnose nor frighten — they explain when to get checked and what the examination shows.
What we did
Examination time is the main topic
"When should breast screening start?", "An important warning for cancer patients" — the posts clarify when to seek medical advice.
Doctor on camera
The photos are taken in the doctor's own work environment. Because the subject is serious, a familiar face softens the tone of the post.
Unified template
The same colour palette, typography, and signature block.
Events and talks
Conference and event announcements also use the same template — the account remains cohesive.
Technology and numbers
Frequently asked questions
How is the tone balanced on an oncology account?
Speak too harshly and people close the post; speak too softly and the warning is lost. The line is held in the middle: posts do not diagnose and do not frighten — they say when to get checked.
Why is the doctor in frame?
Because the subject is heavy, a familiar face softens the tone of the post. Anonymous text carrying the same information reads differently.
Do event announcements break the line of the account?
No — conference and speaking announcements use the same template. The subject changes, the appearance does not, so the feed stays whole.
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