American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

Which tone is most appropriate for a hospital website?

1. Mystical and excessively dramatic tone

2. Personal and young, targeting a new audience

3. A tone of calm professionalism

4. Serious, no-nonsense tone

The correct answer is: A tone of calm professionalism

A tone of calm professionalism is most appropriate for a hospital website because it instills trust and reassurance in patients and their families who may be seeking medical care or information. Hospitals deal with sensitive and often stressful situations, so a professional yet calm tone effectively communicates competence and reliability. This tone helps to create a welcoming environment that acknowledges the serious nature of healthcare while also being approachable. Using a calm professional tone can help alleviate anxiety, making patients feel understood and supported. It reflects the hospital's commitment to care and health, aligning with the expectations of individuals who are seeking medical assistance. Additionally, this tone can convey authority and expertise, which are crucial in the medical field, ensuring that the information presented is credible and derived from knowledgeable sources. Other tones, such as mystical or excessively dramatic, may create confusion or a lack of trust. A personal and young tone could come across as inappropriately casual for a serious setting, and a serious, no-nonsense tone might be overly harsh, lacking the empathy often needed in healthcare communication. Hence, the chosen tone of calm professionalism strikes the right balance for a hospital's online presence.