Question

Topic: Taglines/Names

Hospital Tagline Impressions?

Posted by Anonymous on 5/16/2008 at 5:07 PM ET 50 Points
I'm working with a small ($60 million in revenues) hospital in a rural college town. Their previous brand was all about technology. We're aiming to soften that some while differentiating this place from it's other rural competitors. This is the new position statement:

"For residents lacking full certainty in their decision to stay local for health care services, _______ is the medical center that provides excellence in health care because they have an uncompromising passion for uniting technology, compassion, and proven quality."

The Position statement is for internal use to derive creative only. From it, we've written this new tag line:

"More Than Medicine"

What's your impression of this tag line as a consumer? As a marketing pro?
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RESPONSES

  • Posted on 5/16/2008 at 5:14 PM Accepted
    Being the PR/Dev. guy for a small rural Midwestern hospital (smaller than yours) I think you've got a good tag and, speaking from experience, my guess is that it didn't come easily! We spent months working on finding the right feel. Finding the "right" combination of high tech and high touch is a challenge. I think you've got one that works.

    Good luck!

    CVN
  • Posted by Tracey on 5/16/2008 at 5:30 PM Accepted
    As a consumer, the impression I get is that you offer care & compassion... the human side of the medical profession.

    As a marketer, the only potential downfall I could see to the tagline is that it may not be differentiating enough.

    Are you trying to get across the point that you have good technology available closer than the big city hospitals? You could use something along the lines of "the highest standard of healthcare, in your own community".

    That said, I like your existing tagline.
  • Posted by Jay Hamilton-Roth on 5/17/2008 at 10:25 PM Accepted
    Perhaps add the word "just": More Than Just Medicine
    Or even: More Than Just Excellent Medicine
    Another variation: Bringing World-Class Technology Locally
  • Posted by mdlugozima on 5/19/2008 at 11:19 AM Accepted
    The best care begins here.
    We bring great care to town.
    Stick around for the latest in great care.
    Stick around for the best in health care.
    Come see what you're all about.
    Small enough to care, big enough to have the best technology.

  • Posted on 5/21/2008 at 9:41 AM Author
    Thank you for your thoughtful comments. The feedback will be helpful to my client.
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