Question

Topic: Taglines/Names

Name Needed For Private Audiology Practice

Posted by Anonymous on 1/28/2010 at 9:47 PM ET 250 Points
I am considering starting my own private audiology practice and need to start with a name. I have a clinical doctorate in audiology (Au.D.) and I think that having "audiology" in the name is very important. There are several hearing aid dispensers in town (Beltone, Audibel, Hear Now) that are licensed to sell hearing aids, but are only required to have an associates degree. I want to set myself apart from them.

The location would be in a community formed by two adjacent cities with a combined population of approximately 100,000 people. There are two universities (1 private, 1 public) and this is the home for two large insurance companies. About 25% of the population is age 45+. My target market is the aging baby boomer who is trying to cope with hearing loss. The median family income is $60k.

I have thought of the name Heartland Audiology because there are several business that use that descriptor here... Heartland Bank, Heartland College, Red Cross of the Heartland, etc. When considering marketing and advertising a possible logo would be a heart shape with one side shaped like an ear. A tag line could be "We take your hearing to heart." I am open to any suggestions.

Thanks in advance.
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RESPONSES

  • Posted by Chris Blackman on 1/28/2010 at 11:29 PM Member
    Are you allowed to call yourself a Doctor? If so. why not call the business Heartland Audiology Doctor?

    or Heartland Hearing Doctor?

    Tagline could be "for better hearing, it's safer to ask the Doctor"

    I don't much like "We take your hearing to heart." It's all about you, not the prospect. And there's no tangible benefit to the prospect, who probably doesn't care how emotionally involved you may be if he still can't hear properly.

    Safety, because you're a doctor - that's a benefit and a strong differentiator compared with Audiologists who are not a Doctor.

    Hope that helps.

    ChrisB
  • Posted by mgoodman on 1/29/2010 at 11:43 AM Moderator
    Phil and Chris are giving you good advice. First, you do not "need to start with a name." Start with a business plan and some sense of what your marketing plan will be. (How will your target audience find out about you? How do you want them to perceive you?)

    Second, when you do get to naming, the name should reflect the positioning benefit for your primary target audience. What makes you different is that you're a doctor, so your name should somehow disclose why that's a benefit for your target audience. (Or reposition your competition as being somehow less qualified.)

    And because of this suggested positioning direction, a logo that has a heart with an ear will undermine what you're trying to communicate. It's too cutesy, not reeking of professionalism. It's also something your competition could do just as easily ... not reflective of what really makes you different (and better).

    You only get one chance to position yourself in a new business. Don't try to skip the important up-front planning steps. The strategy is as important as your implementation of it. Think of how dumb you'd feel if you spent a lot of time and money creating an image for your business that drove clients to your competitors instead of to you!
  • Posted by Jay Hamilton-Roth on 1/30/2010 at 8:51 AM Member
    You've already gotten some great advice above. I wanted to mention that the average person probably can't distinguish between an audiologist and a hearing aid dispenser. It's the same problem as a optometrist, ophthalmologist, and an optician - who should you visit if you have an eye problem?

    Consider focusing your business name on the benefit you solve, rather than the degree you have. For example, "Heartland Hearing Clinic" (which would indicate diagnosing/fixing problems).
  • Posted on 2/7/2010 at 12:34 PM Author
    I would like to reassure you that I am not beginning with the name and that all of the things that Phil mentioned are enacted. A name is needed to start my incorporation paperwork.

    Thank you all for your insights, thoughts, and constructive criticism. I appreciate all of your feedback and it is very helpful to me and my endeavor.
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