AP style
Boston Scientific follows Associated Press (AP) stylebook for most content.
Boston Scientific exceptions
All-caps in names
AP style modifies all-caps names like IKEA to Ikea, but Boston Scientific keeps all-caps and partially capitalized names — for example, the WATCHMAN device or SpaceOAR Hydrogel. See Product references for more details.
Active voice
When possible, use the active voice. When in active voice, the subject of the sentence performs the action. When in passive voice, the subject of the sentence has the action performed to it. Active voice is direct, shorter, and usually clearer to read. Passive voice is a softer and a more roundabout way of communicating.
Active voice
Jane deployed the email.
Passive voice
The email was deployed by Jane.
When passive voice is acceptable:
- To avoid referring to yourself, the system, or Boston Scientific
- When the action is more important than the subject who is performing it
- For example: when stating that an email is approved, the action of approval is considered more important than the approver (the subject)
- To soften the statement
- For example: “Your order was canceled” is preferred over “We canceled your order.”
Contractions
Using contractions allows for more conversational writing and keeps our content from seeming too formal or robotic. Contractions also save space and reading time, which supports our matter-of-fact and concise tone.
Avoid awkward or antiquated contractions such as:
- mustn't
- shan't
- that'll
- you'd
- would've
- you'd've
- needn't
- who've
- gotta
- gonna
- should've
- it'd
When all else fails
If we’re missing anything here, please contact us. For immediate guidance, follow the AP Stylebook.