Question

Topic: Taglines/Names

Renaming An Integrative Pet Clinic

Posted by Anonymous on 4/3/2010 at 7:33 PM ET 250 Points
My husband is purchasing an established veterinary clinic. He will specialize in integrative medicine. Integrative medicine is the combination of holistic care and conventional medicine. His specialty will be Traditional Chinese Vet. Med. including: acupuncture, food therapy, herbs, Tui Na (chiropractic) and all the upgraded standard treatments (laser surgery, comprehensive lab, etc.) I've noticed most clients only refer to the vet by name, not usually by the clinic name, so I feel it might be possible to re-name this business at the time of acquisition. I don't believe the word "integrative" will be a good consideration as people don't know much about . Additionally, there are a lot of generically named clinics out there. What do you all think of using Holistic and Conventional Veterinary Clinic in the name? I want to put something else with it such as: Kindness (or Gentle, Whole Pet) Holistic and Conventional Veterinary Center or something. Seems pretty long, though. Any thoughts on the pros and cons of renaming the business and how? Thanks!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/4/2010 at 9:33 AM Accepted
    Consider using a tagline to explain what your husband will be offering that's different now. Since the existing clinic is successful, you'd want to gradually transform the name - otherwise you risk having people unable to find you via word-of-mouth.

    For example: Specializing In Holistic Medicine -or- Specializing In Tender Holistic Care.

    Also - what's the existing name of the business?
  • Posted on 4/4/2010 at 6:55 PM Accepted
    Business names that just use the vet's name miss a great opportunity to communicate something meaningful about the service you offer, but ...

    ... if the current practice is successful, you don't want to walk away from the strong reputation, goodwill and implied endorsement of the former owner;

    ... it's probably more important to communicate the emotional benefit for pet owners than the modalities or range of services your husband offers.

    Holistic medicine is going to be a meaningful draw for some, but an emotional payoff/benefit will be meaningful for everyone.
  • Posted on 4/4/2010 at 7:07 PM Author
    I like your response, mgoodman. So what would you suggest for a name that provides that emotional payoff/benefit? I'm open:-) I will remember the importance of emotion as I help develop this, thanks.

    I wouldn't say most vet clinics use just the doctor's name for their business. The clients do this because of their personal connection with the provider. Soon, it becomes "I see Dr. C. over there next to Perkins". The personal connection is important, though, because that's why they return.

    @Jay: This is great advice. Thanks. I have to keep the current name under wraps for now. But it's along the lines of Generic Animal Clinic. I feel the holistic gives product differentiation in this somewhat cluttered clinic environment. Of course, if I were going to change the name, it would be easiest to do so when all the legalities are done.

    @Phil.. thanks so much. Great to hear from you!
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