Question

Topic: Taglines/Names

Website Tagline For Physician Site

Posted by Anonymous on 4/4/2010 at 4:35 PM ET 125 Points
Hello:

Your feedback is appreciated.

I am creating a physician website (Happy Practice) for new physicians (residents, fellows, and doctors who are transitioning into practice/new in practice). It will provide information on the business of running a practice (or joining one) as well on as job satisfaction.

I would appreciate feedback on four taglines and new suggestions are welcome. Obviously I want the phrase to be concise, clearly represent my product, but also to be search engine optimization (SEO) friendly. Clever is a bonus.

"Helping new physicians attain career success and satisfaction"

"Attending to new physicians' career success and satisfaction"

"New physicians' career success and satisfaction resource"

"Resource for new physicians' career success and satisfaction"

Some background:

- I chose "physician" over "doctor" because I believe that physicians use the word to describe themselves more than "doctor". "Doctor" may pull-up more searches, but not necessarily by my target audience.

- I think "career" is implied, and therefore doesn't give additional meaning to the phrase, but I think it's good for search engine optimization.

- I feel that "attain" is more appropriate than "achieve" but I'm open to opinions on this.

- "Attending" is kind of an odd word, but I like it because 1) it has a dual meaning: physicians in training look forward to becoming an attending physician and 2) I think "attending" and "physician" will pull-up additional searches, even though it's used here as a verb and not an adjective.

THANK YOU
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RESPONSES

  • Posted on 4/4/2010 at 6:46 PM Accepted
    My preference among the four taglines you list is:

    "Helping new physicians attain career success and satisfaction"

    I think it is the clearest and most direct statement of what you deliver.

    The one thing I don't like about it is that "helping" is a weak word. I'd rather see you claim that you "deliver" something, or "assure" it -- something that promises a result, not just "help." FWIW, I have the same problem with "resource" and "attending to." They don't promise a meaningful end result.

    It would be nice if you could make a semi-competitive claim, like "The quickest (or most direct) route to a new physician's career success and personal fulfillment."
  • Posted by Jay Hamilton-Roth on 4/4/2010 at 8:32 PM Accepted
    What's your ultimate goal for the website? Are you trying to make money (if so, how)? Are you trying to offer a forum for sharing information? Are you hoping to attract physicians who'll want your professional services? While the tagline should appeal to your audience, it should also tip your hand to say what specifically you're offering (since your business name isn't clear).

    Of the 4 choices, I agree with Michael's selection (and his analysis). But I'd like to know what "success/satisfaction" means: More patients? More free time? More time to see patients? More revenue?
  • Posted on 4/4/2010 at 10:40 PM Author
    Excellent feedback.

    mgoodman: I agree that more powerful words exist than what I have captured (I had really hoped people would like "attending" but I kind of suspected that it wouldn't be very well received.) The American Medical Association uses "helping" and they seem to have put some thought into their tagline.

    Jay Hamilton-Roth: You're going to make me think!

    Ultimate (idealistic) goal: to gain enough target audience that space on my site has a value and can be sold: to practices that hire, service providers (lawyers who specialize in physician contracts), companies who sell to physicians, etc.

    However, if I learn a lot in the process, indulge my creative side, and break even, that's ok.

    Yes, I want to provide a forum and no, I do not want to sell my own services. Selling others' services would be nice, once I have developed a loyal base.

    I DO want to offer practical advice on finding a job, running a practice. This information is available on the internet, but this audience does not know where to find it: they've been working 16 hours a day for the past X years. They need help.

    What doesn't seem available on the internet is the non-money-making information for this audience: the "more free-time" angle. I want the differentiation of this site to highlight quality of life: more free time, working with people you like, treating your staff well, treating your patients well: the HAPPINESS component not necessarily tied to revenues. I don't feel that this aspect of choosing a position or creating a practice receives enough emphasis.

    mgoodman and Jay Hamilton-Roth: If I summarize your feedback correctly, "Helping new physicians attain career satisfaction and success" is good but it lacks that 'eureka" quality that I'm seeking.

    Any suggestions on "the perfect" tagline?
  • Posted on 4/5/2010 at 8:58 AM Moderator
    Just FWIW, you state that: "... [t]he American Medical Association uses "helping" and they seem to have put some thought into their tagline."

    What gives you the idea that they "seem to have put some thought into their tagline?" And just because they use "helping" doesn't necessarily make it the best choice -- for them or for you.

    The whole idea of "helping" as a tagline or positioning element is weak soup. It says that the provider doesn't want to take responsibility for delivering the benefit. They just want to be around when something good happens and hope they'll be able to claim some credit.
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