Know-How Exchange : Taglines/Names

In evolving our health system logo from a clinical, corporate feel to a warm, human feel, we came up with the tag line "Where Your Care Counts" to replace "A Member of Davis Health System." Everyone agrees that this is the single most important element of our branding campaign that is directed at improving public perception. YET I'm getting some heat on using it as the headline in the newspaper ads and billboards. If I only used it as the miniscule tag line beneath the icon, it would be lost completely on the reader / driver who is not in our creative loop. It seems elementary to me that it simply and eloquently communicates how we want to be perceived. Am I wrong on this one?