Counsel's editorial standards
Our editorial mission
Counsel’s goal is to provide clear, timely, and clinically grounded health information that helps people make informed decisions about care.
- Our consumer-focused content helps readers understand health concerns, explore care options, and identify appropriate next steps with confidence.
- Our enterprise-focused content supports employers, health plans, and other decision-makers in understanding how to responsibly leverage AI-enabled care, including safety considerations, emerging research, and real-world clinical applications.
Our content principles
1. Experience-informed content
Counsel content is informed by real clinical workflows and care delivery experience. Articles are shaped by an understanding of how patients present symptoms, how clinicians assess risk, and how medical decisions are made when information is incomplete or evolving.
2. Clinical expertise and review
Health-related content published by Counsel is developed by experienced healthcare writers and subject-matter experts and is reviewed by licensed clinicians when appropriate. Clinical reviewers assess articles for medical accuracy, safety, clarity, and alignment with current standards of care and clinical guidelines.
3. Evidence-based standards
Counsel prioritizes information supported by credible medical evidence. Articles reference peer-reviewed journals, academic research, government health agencies, and recognized professional medical organizations. Sources are cited transparently and linked either within the article or in a references section. When internal Counsel data or outcomes are referenced, they are clearly identified and presented in an aggregated and anonymized manner.
4. Trust, accuracy, and transparency
Content is reviewed and updated regularly to reflect new research, evolving clinical guidance, and changes in best practices. Language is precise and measured, particularly when discussing risks, limitations, or potential outcomes. All content is intended for educational and informational purposes only. We clearly state that published material does not replace individualized medical advice, diagnosis, or treatment from a licensed healthcare professional.
5. Accessibility and clarity
Content is written prioritizing accuracy. Clinical and AI terminology is used thoughtfully and explained when necessary. We use inclusive, respectful language that acknowledges the diversity of patient experiences. Our goal is to inform without alarming and to guide without overstating certainty.
6. Ongoing review and improvement
Editorial quality at Counsel is an ongoing process. We regularly assess content performance, reader feedback, and clinical updates to ensure our information remains accurate, relevant, and useful. We continuously refine our standards as healthcare delivery, technology, and clinical knowledge evolve.