The IDEXX voice is always clear, easy to read, and to the point. We’re a trusted advisor customers look to for insight and knowledge. So our voice sounds confident, friendly, respectful, and supportive—never arrogant or aloof. We use both first- and second-person pronouns; we’re speaking to our customers, not about them. Tone can shift depending on the communication vehicle. For example, a technical bulletin on a new reference laboratory diagnostic should be serious and clinical. While a letter, bylined blog, or social media post can be conversational and engaging. Short, concise sentences reinforce readability.