Know-How Exchange : Taglines/Names

Your supporting messages sound a bit generic - since most likely most of your competition may make the same claims. What makes your EHR (electronic health records) solution better than the others? Is it technology? Training? Customization? Validation? Worldwide clientele? What specific benefits are your prospective clients looking for? And, what's the name of your company/product?

I would echo Jay's questions. What makes you different from, and better than, other EHR vendors? If it's just that you've been kicking around for a long time, you'll need to figure out how that is a benefit to your target audience.

What you have listed are features, descriptors and values of your business. Your target audience is going to want to know what's in it for THEM. What important and unique benefit do you offer?

Once we figure that out, a tagline should be relatively easy. (Don't forget to let us know the name of the company. The name and tagline have to "fit" together.)

Reading the information above form the point of being a doctor there's nothing there that tells me about me. Doctors want to know about themselves and their patients, not you. They simply don't care about you, nor do they don't care about your features.

And in 2014, high levels of technical support for a service such as this are a given. Likewise your experience. If you think attracting the attention of doctors behind and ends with a "catchy" slogan, you're very much mistaken.

Again and again on this forum, God alone knows how many times—I've lost count, I've advised people asking for catchy slogans that: 1. Catchy slogans don't sell. 2. Catchy is the bolt hole of those seeking mediocrity, and 3. the best slogan is a relevant slogan. Relevance resonates, catchy does not. True, catchy is easy to do, and everyone else is doing it. But this also means it's easy to forget or worse, it's easy to ignore.

So, pretend I'm Dr. Bloomer: give me reasons to use your service that speak of my needs, not of your accomplishments.

The clock's ticking.

Go.

You sound like you're selling consultancy or advice - not a product or service - or maybe installation or reselling. Could be training or industry lobbying. You see as Gary said, from what is described, we can't actually tell what you offer or what the customer might be looking for - what would they type in to a search engine and get you at the top? Another approach is to write down five things where you are significantly better than your closest competitor. It could be local (on hand), easy, fast, industry standard, reliable, flexible, comprehensive, better value, more scalable, easier to pay etc etc.

are you interviewing your customers in a formal way on a regular basis? Are you analyzing lost sales? If you ask your customers, "why did you select our products / companies / services rather than our competition" what will they say?

If you are not doing these things, I would consider hiring an independent third-party to do this. I would not recommend a series of closed ended questions, because they tend to direct end-users towards the types of responses you expect. I would recommend open ended questions asked by an intelligent person with industry experience, and I would recommend letting your customers talk. If you call your passionate customers, they will tell you not only what is different about your company but also what is most helpful to their company.