Our tone is how we show up as a brand. It affects the entire experience for our people, from patients to providers. 

It starts from our foundation: We’re community-focused and care-driven. We’re anchored in our founder’s passion for underserved communities and access to affordable healthcare.

Inviting.

We are approachable, welcoming everyone with an openness that puts people at ease. We’re professional, but kind. We speak with warmth and inclusivity, and always strive to make sure everyone always feels comfortable in our care.

What this means:

• We’re inclusive of all
• We’re passionate about engaging with patients—open to questions, eager to answer
• We talk in an approachable and humble tone that puts people at ease
• We’re inviting with our language and use words that encourage comments and engagement
• We never sound bored, too sarcastic, or deadpan – we never want to alienate people 

Knowledgeable.

We are a trustworthy source of healthcare information. We may not have been around as long as some of the other healthcare players. But what we lack in number of years in operation, we more than make up for with some of the brightest healthcare minds, relentless innovation, and deep care for keeping our communities informed and healthy.

What this means:

• We don’t offer patients one-size-fits-all solutions
• We’re deliberate about how we show up

• We’re knowledgeable without being a know-it-all
• We speak confidently and clearly. We’re straightforward, but human
• We use our expertise to help our patients and communities be as healthy and informed as possible

Thoughtful.

With heartfelt empathy and through meaningful actions, we strive to intuitively show up for our patients and communities. We’re proactive in lending a helping hand, and responsive to the needs of everyone we serve.

What this means:

• We go the extra mile in everything we do
• We step up and offer help quickly in times of need for our communities and our patients
• We’re intentional with every word choice
• We understand the situation – we’re never tone-deaf; we’re always in tune with the world around us
• We’re caring, understanding, and anticipatory

Optimistic.

We give our communities hope. Medical concerns and healthcare costs can be incredibly daunting. We’re here to ease our patients’ worries by making sure everyone has access to high-quality urgent care and primary care, and offering flexible payment options. We want everyone to feel empowered to handle whatever lies ahead.

What this means:

• We celebrate the wins of our patients and communities
• We acknowledge and appreciate the silver linings

• We’re motivational and uplifting
• We listen and use empathetic and hopeful language
• We’re grounded but with a positive outlook