Question

Topic: Branding

Branding & Positioning - Program Name - Tag Line

Posted by sanderson on 1/10/2015 at 1:01 PM ET 250 Points
We are starting a new healthcare business.... The new business is called MyCareCoach www.mycarecoach.com

Our new on-line healthcare service company will provide healthcare coaching for patients with 2 or more chronic conditions (diabetes, hypertension, asthma, obesity, pain, etc.)

We will use a newly designed patient portal, telephone, and educational materials designed specifically for patients unique needs.

We need to develop a slogan - tagline - and various program names to differentiate our new offering.

The new service is provided to Medicare patients with 2 or more chronic conditions. We need to create a caring and reassuring environment. We need to build a feeling of personalization and uniqueness. Designed just for me....approach.

An idea for a tagline would be something like "because we care about your health"....but it has been done before.

An example of a program name would be the "LiveWell" care program, although....again it has been done before.

Hopefully this gives the experts some ideas. Your help is greatly appreciated.


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RESPONSES

  • Posted by SteveByrneMarketing on 1/10/2015 at 4:40 PM Member
    "We need to develop a slogan - tagline - and various program names to differentiate our new offering."

    Otherwise stated, you need to develop a "marketing positioning strategy" as the core of your creative brief to develop a tagline.

    Who are your top competitors?

    What are their top keyword phrases for search marketing?

    What are their taglines?

    A tagline like ... "because we care about your health" is of little value as it doesn't differentiate your brand and all your competitors could use it.
  • Posted by sanderson on 1/10/2015 at 5:06 PM Author
    This is a new medical program as of January 1st, 2015....it is a significant new component of the Affordable Care Act - aka ObamaCare....

    Yes, I realize that the "Because we care about your health" is generic, someone else already uses it. I only providing for reference.

    Currently no competitors in this space, as it is very complicated to implement, and it is brand new. the service will be provided by us through major health systems.

    We have reviewed about 250 competitive taglines.... this is what we like so far...that we have built.

    Health & Care...perfectly balanced
    With us, it always personal
    Always caring, always here
    Better care for a better life
    etc., etc....

    No top keywords available yet, as this concept only launched on January 1st

    Hopefully this provides more insight into our challenges. Which is why I have reached out on this messaging forum..


  • Posted by Jay Hamilton-Roth on 1/10/2015 at 6:34 PM Accepted
    Tagline: (Stay) On Top Of Your Health (where the "On" also connotes Online)
    Program: Medicaring
  • Posted by sanderson on 1/10/2015 at 6:48 PM Author
    Very good comments....although MediCaring is already used... great idea though.

    www.medicaring.org is a well established concept and content. All excellent material, I am going to work through the material.

    I also liked your "Stay on top of your Health"
  • Posted by Gary Bloomer on 1/10/2015 at 7:05 PM Accepted
    This sounds like an amalgam of education and palliative care: a transitional program between serious illness and (potentially) serious illness care and hospice care.
  • Posted by sanderson on 1/10/2015 at 8:17 PM Author
    Our objective is to provide "coaching" for patients with two or more chronic conditions....to help them reduce the chronicity of their overall health. To get them engaged in their care... to get them to start to get active in their knowledge and understanding. To be more active vs. passive....

    The idea is central to reducing the cost of healthcare for the Medicare patient population. For every 1% improvement in engagement and activation we can reduce the cost of care (potentially, although not proven) an equal amount.....

    Our slogan, tag line and program name needs to think of these issues. Although the central theme needs to be personalized care, (hope, caring and respect...if you will) for these patients.
  • Posted by Gary Bloomer on 1/10/2015 at 9:55 PM Member
    All right, as no one else has addressed the 600lb gorilla in the middle of the room, it might as well be me: Why were these critical elements of branding strategy absent from your original planning?
  • Posted by mgoodman on 1/11/2015 at 6:32 PM Accepted
    Given that you are an online service, have you considered a quick online survey among your target audience to see what words/ideas seem to generate the greatest response? It would seem to me that this would be an appropriate next step. While we are good at coming up with tagline options, the ultimate "winner" needs to be effective with your target audience, not a bunch of marketers/businesspeople.

    If we come up with a dozen different suggestions, how are you going to pick a winner? What criteria will you use to evaluate submissions?
  • Posted by sanderson on 1/12/2015 at 8:48 AM Author
    Thanks so much for all your inputs. We are going to start the focus group concept. For now our working tagline will be..."Working Together, Improving Lives". thanks to everyone.
  • Posted by Shelley Ryan on 1/27/2015 at 2:10 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been any activity in 10 days.

    Thanks for participating!

    Shelley
    MarketingProfs Customer Service Samurai
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