Abhasa Rehab & Wellness - Editorial Policy
Effective Date: December 2025
1. Our Editorial Mission
Abhasa’s content exists to educate, support, and empower individuals and families navigating addiction, mental health challenges, and recovery. Every piece of content we create should reflect our commitment to compassionate, evidence-based care while honoring the dignity and privacy of those we serve.
2. Brand Voice & Tone
Core Voice Attributes
- Compassionate without condescension – We understand struggle without judgment
- Hopeful without being unrealistic – Recovery is possible, but we acknowledge its challenges
- Professional without being clinical – Accessible language that respects expertise
- Warm without being casual – Appropriate gravitas for serious topics
- Empowering without pressure – Encouraging action while respecting individual timelines
Language Guidelines
DO:
- Use person-first language: “person with addiction” not “addict”
- Acknowledge complexity and individuality of recovery journeys
- Write in a warm, conversational but respectful tone
- Use “we” to build connection and trust
- Include clear calls-to-action that feel supportive, not sales-driven
DON’T:
- Use stigmatizing terms: “clean/dirty,” “abuser,” “crazy,” “insane”
- Make sweeping generalizations about recovery timelines or outcomes
- Use fear-based messaging or shame tactics
- Over-promise results or guarantee outcomes
- Use medical jargon without explanation
3. Content Accuracy & Medical Standards
Medical Information
- All clinical claims must be supported by peer-reviewed research, recognized medical authorities (WHO, NIMHANS, SAMHSA), or our licensed medical professionals
- Include proper disclaimers when offering medical/therapeutic information
- Medical content must be reviewed by qualified clinical staff before publication
- Update statistics and research citations annually or when new evidence emerges
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Team Authority Levels
- ⭐⭐⭐⭐⭐ (Highest Authority) – Use for YMYL medical content, treatment claims, organizational credibility
- ⭐⭐⭐⭐ (High Authority) – Use for specialized treatment programs, clinical services
- ⭐⭐⭐ (Standard Authority) – Use for general wellness, supportive content
Primary Medical Authorities (for YMYL content)
- Dr. Naveen Kumar (MBBS, DPM, 15+ years) – Consulting Psychiatrist – Primary authority for psychiatric treatment, medication management, dual diagnosis
- Dr. Shree Aarthi (MBBS, MD, DNB, 15 years) – Consulting Psychiatrist – Triple board certification, substance use disorders, co-occurring conditions
- Dr. Malarvilzhi G (MBBS, MD, 20 years) – Residential Medical Officer – 24/7 medical supervision claims, emergency care, detoxification safety
- Dr. Divya (MBBS, MD Psychiatry, MBA Healthcare Management, 10+ years) – Residential Psychiatrist – Clinical + management integration, quality systems
- Dr. Karuppachamy P (Ph.D. Social Work, 35 years) – Senior Psychiatric Social Worker/Peer Counselor – Unique authority combining doctoral research with lived experience for peer support and recovery advocacy
Source Requirements
Acceptable Sources
- Peer-reviewed medical journals
- Government health organizations (WHO, NIH, NIMHANS, ICMR)
- Established mental health organizations (APA, NAMI, MHA)
- Our licensed medical and therapeutic staff
- Published research from accredited institutions
Approach with Caution
- Personal blogs or anecdotal websites
- Non-peer-reviewed content
- Sources with commercial conflicts of interest
- Outdated research (>5 years old for most topics)
Fact-Checking Protocol
- Writer verifies all factual claims with credible sources
- Editor confirms source quality and relevance
- Clinical team reviews for medical accuracy (when applicable)
- Legal review for compliance claims
4. Sensitive Content Guidelines
Privacy & Confidentiality
- Never publish identifiable client information without explicit written consent
- Success stories require signed release forms
- Images of clients must have documented permission
- Testimonials must be voluntary and uncoerced
- Protect family members’ identities unless permission granted
Discussing Suicide & Self-Harm
- Always include crisis resources (KIRAN helpline: 1800-599-0019)
- Avoid graphic descriptions of methods
- Focus on prevention, warning signs, and getting help
- Use “died by suicide” rather than “committed suicide”
- Balance urgency with hope
Substance Use Content
- Don’t glorify or romanticize substance use
- Avoid detailed descriptions of using experiences
- Focus on recovery, not the high
- Include trigger warnings when discussing relapse or difficult experiences
- Present balanced perspective acknowledging both challenges and possibilities
Trauma-Informed Approach
- Provide content warnings for potentially triggering material
- Acknowledge diverse trauma experiences without graphic details
- Emphasize choice, control, and agency in recovery
- Recognize cultural contexts of trauma and healing
5. SEO & Digital Standards
Keyword Usage
- Incorporate relevant keywords naturally without keyword stuffing
- Primary focus: helping readers, not just ranking
- Use semantic variations and related terms
- Research intent behind search queries
Meta Information
- Title tags: 50-60 characters, include primary keyword
- Meta descriptions: 150-160 characters, compelling and accurate
- Headers: Use H1-H6 logically; one H1 per page
- Alt text: Descriptive, include keywords where natural
Content Length
- Blog posts: Minimum 800 words; 1,500-2,500 words for comprehensive topics
- Service pages: 500-1,000 words
- FAQs: 100-300 words per answer
Linking Strategy
- Link to relevant Abhasa services and resources
- Include credible external sources for claims
- All external links open in new tabs
- Check links quarterly for broken URLs
6. Legal, Ethical & Regulatory Compliance
Mandatory Disclaimers
Every piece of medical, mental health, or treatment-related content must clearly display an appropriate disclaimer:
“This content is for informational purposes only and does not replace professional medical advice, diagnosis, or treatment. If you or someone you know is struggling with addiction or mental health concerns, please consult a qualified healthcare professional or contact Abhasa Rehab & Wellness.”
Regulatory Compliance
All content and communications must strictly adhere to applicable Indian healthcare and advertising regulations, including:
- Medical Council of India (MCI) guidelines
- Mental Healthcare Act (SMHA) and licensing requirements
- Drug and Cosmetics Act regulations (where applicable)
- Advertising Standards Council of India (ASCI) healthcare advertising norms
Content must respect patient dignity, confidentiality, and informed decision-making at all times.
Claims We Can Make
The following claims are permitted only when accurate, verifiable, and presented with proper context:
✓ Evidence-based treatment approaches supported by credible research
✓ Qualifications, credentials, and experience of medical and clinical staff
✓ Facility amenities, programs, environment, and care philosophy
✓ Outcomes or success rates when supported by data and accompanied by appropriate disclaimers
Claims We Cannot Make
The following claims are strictly prohibited across all platforms:
✗ Guaranteed cures, recovery, or relapse-free outcomes
✗ Direct or indirect comparisons claiming superiority over other treatment centers
✗ Miracle, instant, or “quick-fix” treatments
✗ Clinical outcomes presented without medical context or disclaimers
Use of the Term “Luxury”
When describing Abhasa as a luxury rehabilitation center, the term must be used responsibly and accurately.
“Luxury” refers exclusively to:
- Environment and infrastructure
- Privacy and comfort
- Personalized services and overall care experience
It must never imply or suggest guaranteed clinical outcomes or superior medical results.
7. Content Types & Guidelines
Blog Posts
- Purpose: Educate, inspire, and support
- Tone: Warm, informative, accessible
- Length: 1,200-3,000 words
- Structure: Introduction, subheadings, conclusion, CTA
- Frequency: Minimum 10 per month
Success Stories
- Obtain written consent with specific usage rights
- Option to anonymize if requested
- Balance hope with realistic representation
- Include journey context, not just outcome
- Update permissions annually
Treatment Pages
- Clear explanation of condition and approach
- Evidence-based information
- What clients can expect
- How to get started
- Compassionate, non-judgy tone
Social Media
- Shorter, engaging content (200-300 words)
- Visual focus with thoughtful captions
- Quick tips, encouragement, awareness
- Respond to comments within 24 hours (business days)
- Never provide medical advice via DMs; encourage professional consultation
Video & Multimedia
- Professional quality production
- Closed captions required
- Consent forms for all participants
- Consistent with brand guidelines
- Accessible formats (transcripts provided)
8. AI-Assisted Content Policy
Permitted Use of AI Tools
AI tools may be used only as supportive aids for non-clinical tasks, including:
✓ Content ideation and topic outlining
✓ Language refinement, grammar correction, and readability improvements
✓ Structural organization and formatting assistance
AI tools must not be used as primary content creators.
Human Oversight & Approval
All content published under Abhasa must be:
- Written, edited, and refined by human authors
- Reviewed for accuracy, tone, and ethical compliance
- Approved by the designated editorial authority prior to publication
For medical or mental health content, clinical review and sign-off are mandatory.
Medical & Ethical Restrictions
AI tools must never:
✗ Generate or provide independent medical advice, diagnoses, or treatment recommendations
✗ Create clinical claims, outcomes, or success narratives
✗ Replace expert judgment from qualified healthcare professionals
Accountability & Responsibility
Final responsibility for all published content rests with:
- The Editorial Team (content accuracy, tone, and compliance)
- The Clinical Review Team (medical validity and ethical standards)
AI outputs are considered assistive inputs only, and do not transfer accountability from human reviewers.
9. Editorial Workflow
Content Creation Process
- Topic Ideation – Monthly content calendar review
- Research & Outline – Writer develops structure with sources
- First Draft – Writer completes with citations
- Editorial Review – Editor checks quality, accuracy, voice
- Clinical Review – Medical/clinical staff verify (when applicable)
- Legal Review – As needed for compliance
- Final Approval – Director or designee approves
- Publication – Content published and promoted
- Performance Review – Monthly analytics check
Roles & Responsibilities
Content Writer:
- Research and draft content per guidelines
- Cite all sources
- Meet deadlines
- Incorporate feedback
Editor:
- Ensure brand voice consistency
- Check grammar, structure, flow
- Verify source quality
- Coordinate reviews
Clinical Reviewer:
- Verify medical accuracy
- Flag outdated or incorrect information
- Suggest improvements
- Sign off on clinical content
Legal/Compliance:
- Review claims and disclaimers
- Ensure regulatory compliance
- Approve sensitive content
10. Image & Visual Standards
Photography
- High-quality, professional images
- Reflect diversity and inclusion
- Avoid stigmatizing imagery (shadowy figures, pills)
- Show hope, healing, and human connection
- Model releases required for all recognizable individuals
Stock Photos
- Purchase from licensed sources (Shutterstock, Adobe Stock)
- Avoid overused/cliché mental health imagery
- Maintain consistent aesthetic
Infographics & Graphics
- Brand colors and fonts
- Accessible design (sufficient contrast, readable fonts)
- Include source citations for statistics
- Mobile-responsive formats
11. Social Responsibility
Representation & Inclusion
- Feature diverse backgrounds, ages, genders, and communities
- Recognize different cultural approaches to healing
- Avoid stereotyping any group
- Use inclusive language (gender-neutral when appropriate)
Harm Reduction
- Present treatment options without judgment
- Acknowledge that recovery looks different for everyone
- Support multiple pathways to wellness
- Avoid “one true way” messaging
Community Engagement
- Respond respectfully to comments and questions
- Acknowledge criticism professionally
- Never argue with individuals sharing their experiences
- Escalate crisis situations to appropriate team members
12. Updates & Revisions
Content Maintenance
- Review all web content annually
- Update statistics and research citations
- Refresh outdated treatment information
- Check and fix broken links quarterly
Policy Updates
- Annual policy review
- Updates as needed for regulatory changes
- Team training on any major changes
- Version control with change log
13. Measurement & Success
Key Performance Indicators
- Engagement: Time on page, scroll depth, return visitors
- Reach: Organic traffic, search rankings, social shares
- Conversions: Contact form submissions, phone calls, consultations
- Quality: Bounce rate, pages per session, comments/feedback
Quarterly Review
- Analyze top-performing content
- Identify gaps in coverage
- Assess audience questions and needs
- Adjust strategy based on insights
14. Crisis Content Protocol
When to Activate
- Client safety concerns raised via content
- Negative publicity or misinformation
- Significant regulatory changes
- Major industry news affecting our field
Response Team
- Director of Marketing
- Clinical Director
- Legal Counsel
- PR/Communications Lead
Response Guidelines
- Assess situation severity
- Gather facts from reliable sources
- Draft response (compassionate, factual, brief)
- Obtain necessary approvals
- Publish via appropriate channels
- Monitor response and adjust as needed
Contact for Editorial Questions
Primary Contact: Ajaykumar Padmanaban
Email: info@abhasa.in
Clinical Questions: Dr. Naveen Kumar
Legal Questions: info@abhasa.in
Acknowledgment
By contributing content to Abhasa, you agree to follow this editorial policy and uphold our commitment to compassionate, evidence-based, and ethical communication.
Policy Owner: Marketing & Communications
Approved By: Abhasa team
Last Updated: December 2025
Next Review Date: December 2026