Content guidelines

Abbreviations and acronyms

Abbreviations

Define abbreviations during their first usage. Skip this step if using common abbreviations such as “St.” or “Mon.”. Always end an abbreviation with a period.

• Don't use internal abbreviations
• Don't use apostrophes when pluralizing abbreviations
• Don't use i.e. or e.g. — these are Latin phrases which do not translate well across different regions

Acronyms

Avoid overusing acronyms in a single document as too many acronyms can be difficult for readers to retain.

Define acronyms during their first usage in the following format:

• Example Acronym (EA)

Acronyms in links

Don’t use an acronym in a link unless the acronym that is highly searched or an acronym that is clearly understandable to a general audience. Defining the acronym makes it clear to both search engines and users where the link leads, which increases the trust and authority these pages have on the topic.

Boston Scientific

Here are guidelines to follow when writing about Boston Scientific.

Boston Scientific company name

Never abbreviate Boston Scientific in external communications. The acronym BSC may be used in internal communications. Never use the possessive with Boston Scientific or BSC — for example, Boston Scientific’s or BSC’s. Use “the company’s” instead.

Business functions

Business functions are written title case in reference to a team, entity, or full job title. For example, Diversity, Equity, and Inclusion (DE&I). In this example, the acronym should always include the ampersand.

Externally, we describe each business unit as a business, not a division — for example, Neuromodulation business.

Company locations

Boston Scientific is one organization with many locations. Our language should convey that.

There are exceptions such as Boston Scientific Japan, which is the organization's legal name and should be used when such specificity is required. This is the case for all other locations with corresponding nomenclature.

Job titles

Job titles that follow the person's name should not be abbreviated and should be written in sentence case.

Write titles in title case when the title comes directly before a person’s name, on our corporate website, or in an email signature.

Example

• Mike Mahoney, chairman and chief executive officer at Boston Scientific
• Brad Sorensen, senior vice president, Global Supply Chain

Example
Chairman and Chief Executive Officer Mike Mahoney joined the meeting

Abbreviate job titles when writing for social media content.

Example
Brad Sorenson, SVP, Global Supply Chain

Employee names

Only use first names of employees for external-facing content. Include first and last names only when writing press release quotes and performance report content or when writing about executive commission members.

Buttons

• Always lead with a verb in the button text
• Button text must clearly indicate what will happen if the user should activate that button
• Button text must be unique from the other buttons or actions on the page
• If a button has an icon, the icon must be necessary and constructive
• Always write button text in sentence case

Directional language

Directional language is anything that refers to the visual layout of a page. If the user would need to see the page to understand the content, chances are that that content is directional. Avoiding directional language helps mitigate possible miscommunication when there are responsive layout changes or if a user is visually impaired.

Help text

• Always give the user enough information to complete their task, no more, no less
• Don't rely on the form element’s label or placeholder text to deliver part of the information; write the help text as a self-contained piece of content
• Always write help text in sentence case

Links

Calls-to-actions

When writing link call-to-action text, always indicate the following:

• Always tell the user where the link will take them and what the user can do there, if applicable
• Always use a verb and active voice
  • Refer to Active voice for more information
• Make sure that the link text is unique and meaningful
• Identify jump links, external links, and, if linking to non-HTML content, file types in the link text
• Identify phone or email address links

In-line links

When writing in-line links, always indicate the following:

• You don’t have to use a verb, just link the necessary words
• Don’t link full sentences, only link the relevant part of the content
• Make that the in-line link is adding value and looks professional

References links

When writing links in reference text:

• You can link the full URL — this is necessary for legal approval

Lists

• Use lists to make ideas, topics, or choices easier to read and scan
• Use unordered lists (bullets) for two or more list items of equal significance
• Use ordered lists (numbers) for two or more steps or flows that need to be shown sequentially
  • Start with each list item with a verb if listing instructions
• Write list items in parallel syntax and use consistent language
• A colon can be used if the list has an introductory sentence or phrase
• Use periods for list items longer than one sentence; omit periods for list items that are one sentence or shorter
• Always write list items in sentence case

Numbers, currency, and percentages

Numbers

• Add a comma after three digits for readability
• Spell out large numbers to help with scanning
• Spell out common fractions
• Spell out numbers that are part of a universally accepted phrase or concept
• Avoid starting sentences with numbers, but if necessary, spell out the number
• Spell out numbers zero through nine and use numbers to represent 10 and higher
  • There are exceptions to this depending on the context of the number

Currency

• Use the format $100.00 when there is a chance that the cent amount may change
• Use the format $100 if there is no need for cent amounts
• Always include the currency symbol
• Include the currency abbreviation if necessary
• Don’t spell out the currency, unless it is absolutely necessary

Percentages

• Don't spell out percent or per cent unless the percentage amount must be spelled out
• Use the percent symbol (%) after the percent amount.

Physician attribution

Spell out the physician’s name and title. When including in an article or case study, also add the physician’s institution and city and state.

Prefixes and suffixes

The following are common prefixes and suffixes affixed to people’s names. In general, don’t write out title prefixes or suffixes unless specifically indicated by the situation. For example, jr. may be written out if a person goes by the name “Junior.”

Product references

Always use a product’s full, trademarked name upon first use on the page. Use a noun after a product name upon second and following references.

Example

• Eluvia™ Drug-Eluting Vascular Stent System
• the Eluvia stent

Pronouns

• Avoid using gendered pronouns, in general, apply the second person:
  • You, your, you’re
  • They, them, their, theirs, themself, themselves
• Avoid using “my” or “your” in buttons or labels
• In general, avoid speaking as the user, unless writing for consent agreements

Quotations

• When attributing a long quotation, the speaker’s name should generally be placed after the first sentence
• For a short quote, the author’s name can go at the end of the quote/sentence
• Always use smart quotation marks, not straight quotes
• Do not use quotes out of context or distort the intended meaning of the speaker
• When inputting a quote in the UI, make sure you are using appropriate semantic markup
• Use single quotation marks (‘single’) when writing titles and double quotation marks (“double”) when writing text
• Commas and periods always go inside quotation marks; other punctuations — such as dashes and question marks — go inside quotation marks if they apply to the quoted text, otherwise they go outside the quotation marks

Success messages

• Be specific about what was completed
• Try to avoid the words “Success” or “Successfully”
• Modulate your tone depending on audience or situation
  • Completing a large task merits excitement; completing a simple task doesn’t
• Limit exclamation points to one per page or message
• If the success message is part of a modal or dialog, include the user’s next action instead of only saying “OK” or “Close”

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