Question

Topic: Taglines/Names

Support Services For Healthcare

Posted by Anonymous on 9/28/2009 at 1:31 PM ET 250 Points
We are just about to establish a regional support service to help improve the way that healthcare is commissioned (designed/specified/managed and paid for) and provided. (Hospital, Behavioural, Physician office based care all included)

The core purpose is to achieve Collaborative Impact, and support payors to use Competition intelligently to improve healthcare outcomes, and enable the public to understand 'what good looks like' when making healthcare choices

The current working title is very functional - an acronym RCCAP (Regional collaborative commissioning and procurement) so it means little to anyone who doesn't already know about it, and conveys no real brand values.

The values we are aiming to instil are a customer oriented professional service which brings analytical power to transform care through applied knowledge and skills. We are a professional services business with knowledge workers whose main asset is 'technology supported' deep insight into the local complexities of running healthcare systems. The aim is to achieve scale but not at the expense of localised flexibility.

Target audiences are middle and senior managers, and healthcare professionals. Government sector, not for profit, so flair is good but not too informal.

Welcome any ideas for a name between now and 10th October!
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RESPONSES

  • Posted on 9/29/2009 at 1:10 PM Author
    Thank you for taking the time to give feedback. It doesnt leave me any further forward, although I take your point about jargon. Occupational hazard and ironically, being used by the sponsors and customers of the service.

    I'll look forward to further posts from other colleagues.
  • Posted by mgoodman on 9/30/2009 at 8:23 PM Accepted
    I'm as lost as Phil. I can't make my way through all the buzzwords and jargon to figure out who your primary target audience really is, what they think their most important unmet needs are, how you address those needs, and what differentiates you from other jargonistas in your business.

    You also don't say where you're located, and I suspect the response to your question will depend to some degree on the healthcare/political environment in which you operate. The target audience of middle and senior managers, and healthcare professionals, is awfully broad and covers many millions of people around the world. Surely that's not what you really intended, right?
  • Posted on 10/1/2009 at 12:08 PM Author
    OK. To clarify, we are serving 10 government based commissioning organisations who in turn provide health coverage for around 4 million people for $11bn

    The decision makers to use our support services are made by CEO / Director of commissioning and procurement, but the ability to get better results is providing services to typically their staffs who are departmental heads or specialists. (Typically these will be in managing healthcare contracts or leading quality improvement programmes, or planning and financially forecasting)

    We are also serving 57 healthcare providers who deliver care commissioned by those 9 organisations - and hence need to redesign their operational processes and make procurement savings on their supplies to respond to commissioners needs and deliver to the care standards and financial parameters in order to win / keep business.

    I hope this helps.
  • Posted by Levon on 10/7/2009 at 11:55 AM Accepted
    Wow healthcare marketing has become a gigantic mess. I would start by simplifying your processes, blueprinting your operations / business units and how they affect one another.

    Once thoroughly mapped in a simple visual piece - I would study the map to see where you can improve. Sometimes a simple map can help the human brain decipher what is going on especially in such a sophisticated complex business environment.
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