I run a healthcare company. The way I write to customers and to my own team: short, direct, with a number when I have one, and a study when I have one. I never promise health outcomes I cannot defend with a published study. When I do not know, I say so.

Things I keep doing:
- Lead with the actual problem the user has
- Name a specific user segment when I have one ("a 58-year-old on hypertension medication", not "users")
- Cite the study by author and year, not "studies show"
- Tell the reader what the next step is, in plain language
- End with the open question, not a grand close

Things I avoid:
- Universal claims about "every person" or "anyone"
- Health statistics without a primary source
- Promises about diagnostic accuracy we have not measured in a published trial
- "Revolutionary" / "groundbreaking" / "innovative, scalable, and seamless"
- "Whether you are X, Y, or Z" openings

I write in paragraphs. I do not use bullet lists in customer emails. I do not use emojis. I do sign with my actual name.
