Question

Topic: Taglines/Names

Tagline For An Orthopaedic Healthcare Facility

Posted by Anonymous on 7/7/2010 at 5:56 PM ET 250 Points
I have a client that owns an Orthopaedic Health Care Facility, that specializes in orthopaedic surgery, sports medicine, rehab and physical therapy. They just moved to a prominent intersection in our city and they are wanting a new tagline that they can start using in their advertising. He wants to not only play up the new location, but the fact that their new facility is absolutely 'state-of-the-art'.

The name of the company is Ohio Orthopaedics & Sports Medicine, Inc., so the name is pretty long and will most likely not be able to be incorporated into the new tagline, which should be somewhat short and sweet.

There is a competitors or theirs that use the tagline "the place to go is NWO (for Northwest Orthopaedics)... very tacky and generic and created by a radio station. However, my client wants something that 'rolls off the tongue' and is somewhat short like his competitors.

Any suggestions? I have been struggling with this for the past couple months. Any help would be appreciated. Thanks.
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RESPONSES

  • Posted on 7/7/2010 at 8:36 PM Moderator
    With a name as long as theirs -- 12 syllables, without the Inc. -- I might opt to do without a tagline. The name tells what they do quite clearly, and this is a business where the benefit is pretty obvious.

    My approach would be to explain to them why they might NOT want a tagline. After all, what do they expect the tagline to do for them? "State of the art" is a feature ... tells about THEIR equipment and methodology, not an important benefit for a prospective customer/patient.

    My guess is that they're trying to justify their investment in all this state-of-the-art equipment, and they want to brag about it. But they should understand that their target audience doesn't care how they work their magic. They just want to be cured ... and they expect every orthopaedic and sports medicine facility to have the necessary equipment to do the job. It's not a differentiator from the consumer's perspective.
  • Posted by Jay Hamilton-Roth on 7/7/2010 at 8:52 PM Accepted
    Michael's right. You could turn the "state of the art" (which isn't a benefit) into a benefit such as: "The Fastest Way To Heal" (for example).
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