Know-How Exchange : Taglines/Names

Followup: target market is 50 and over men and 60 and over women.

This will be a cash business, and insurance will not be accepted so we are looking for a higher income bracket than average.

Where?

FWIW, I would keep the "cash only" thing quiet. It sounds like an illegal operation when you say it that way. And why not credit cards? Better to say "Major credit cards accepted" than "cash only." And you can certainly say that you don't accept insurance reimbursements, but I would only include that when people ask. No need to broadcast something that they think is a negative.

Do you have a physician in attendance? It would certainly add a lot to your credibility. And, if you do, you should include that fact prominently in your advertising copy ... and if you don't, at least be sure what you're doing is accepted by the local medical community. This has potential to sound like a scam.

I apologize: I meant cash in the sense that insurance is not accepted. Credit cards, checks, health saving accounts, and a loan program is available.

There is a competitor that is called Life Scan. This is why I didn't go in that direction. But there is enough of a difference and more impact than what I was thinking.

Our thoughts were:
Survivor Scan
Preventative Screening Scan (not enough oomph).

Thanks for the quick replies.

Men are at higher risk sooner because women have the protective effect of estrogen. Once menopause starts, their risk of heart disease starts to go up as well.

But we can say over 50 for simplicity.

You say, " ... screening ultrasounds that prevent strokes and heart attacks." Ultrasound scans don't actually PREVENT strokes and heart attacks, do they? They just find clots that can lead to those things.

I'm still a little concerned that there's some overpromise here and that's going to make the whole operation suspect. If ultrasound actually broke up clots, then I might be able to get closer to the concept of "life saving." But finding them and removing/eliminating them are two different things, and all clots don't always lead to strokes or heart attacks, so finding them might not even make any difference in some cases.

Much as I like "Life-Saving Ultrasounds, Inc." from a positioning standpoint, I am concerned that it's just not true, and that the local medical community will rebel at what they consider a false promise. (And the name could mislead prospective customers who get a false sense of security.)

mgoodman, I appreciate your view and comments.

It can be life saving in that a plaque can be found prior to the start of symptoms which may be the stroke or heart attack itself. The same goes for discovering an aortic aneurysm whose first sign is rupture and death.

But you are right. It does not break up clots/plaques or repair an aneurysm. It alerts the patient to their high risk state. It is not therapeutic and no claims to being therapeutic are being made. It's similar to saying that screening for diabetes and hypertension are life saving in that initiation of therapy can result in your life being prolonged.

As for the medical community, I will research it. I am sure the cardio-vascular surgeons won't mind too much at the screening that may result in an increase source of referrals. The primary care physicians may balk at the thought of "needless" screening being done.

Maybe the term used should be "alert".

Thanks for the clarification. I guess I've spent too much of my career marketing medical devices and equipment, and I'm gun-shy about making any claims -- even in the name -- that might raise the hackles of the FDA (in the United States), or the local medical community, AMA, etc.). It's simply not worth the fight unless you have hundreds of millions of dollars in sales at stake.

Sorry if this is a diversion. I know it's not what you asked, but I'd have felt negligent if I didn't at least raise the issue when I saw some of the suggested naming approaches ... and your original description of the business.

I thank you for concerns. They have helped me be careful of the wording that I use in the marketing and business plan.