DestinationRx Perspectives

Converting Healthcare Consumers
into Customers

Perspectives Guidelines

STYLE AND FORMATTING GUIDELINES

Capitalization

Titles — Use standard title case for both the Perspectives ad title and the Perspectives content page title. Capitalize all words except for articles ("a," "an," and "the"), coordinating conjunctions ("and," "but," "or," "nor," "so"), and prepositions of four letters or less (such as "from" or "with").
Description, Body, Quotation and Quick Links — Use standard sentence case. Capitalize the first letter of a sentence and any proper nouns or acronyms.

Exclamation Points

Titles and Quick Links — No exclamation points are permitted in the Perspectives ad title or Perspectives content page title.
Description — You may use one exclamation point in the description section.
Body — In the body of your Perspective you may use exclamation points at your discretion. However, do not overuse them as this tends to diminish their effect.

Symbols

Always use symbols to convey their originally intended meaning.

Repetition

Do not repeat words, punctuation marks, or symbols unnecessarily as this makes content seem gimmicky.

Spelling

Make sure to use proper spelling in all aspects of your Perspective.

Grammar

Perspectives Title and Description — While you don't need to use full sentences in either the title or description, make sure that your ad follows logical phrase form.
Perspective Body – Use full sentences and correct grammar throughout the body of your Perspectives.

Example of Correct Versus Incorrect Perspectives Ad

Correct

Reason

Manage Type 2 Diabetes

Use our comparison tool to find the best MAPD plan for your needs.

The capitalization is correct in both the title and the description. "MAPD" is capitalized because it is an acronym.

Incorrect

Reason

Resources, Resources, Resources!

We Have the Resources You Need to SAVE $ on Drugs!

The title uses gimmicky repetition and includes an exclamation point. The description uses title capitalization instead of sentence capitalization. The word "SAVE" is not an acronym and should not be capitalized. The dollar sign is used incorrectly.