Question

Topic: Advertising/PR

Looking For A Tag Line For An Ad

Posted by Anonymous on 8/31/2010 at 10:03 PM ET 250 Points
I'm in the process of working with a graphic artist to put an ad together for our cancer practice. Our physicians are well known however the group is newly formed after their old group disbanded. The ad goal is to accomplish the following:

1) To brand the new practice name with the physicians.

2) To mention some of the new technology.

3) The physicians were listed as top physicians in a poll in a local magazine that lists physicians each year.

4) Caring environment and staff.

5) Locations, phone, and web addresses.

The graphic artist likes the idea of "being on top" but it sounds kinds of sexual! I liked the idea at first but now not so much. Maybe another wording? Or just another tag line altogether? Any ideas? Thanks!
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RESPONSES

  • Posted on 8/31/2010 at 10:20 PM Accepted
    Too many objectives.

    If the real goal is to get physicians to refer patients, then figure out WHY they should refer to your group. What's in it for the referrer? Why your group and not another group?

    When you have a clear definition of the target audience and the goal (i.e., the action you want them to take), let us know that, and we'll help you come up with the tagline.

    And it would really help if we knew the name of the group. Without that, we can't really deal with a tagline properly.

    And as for the "being on top" approach, it doesn't seem to communicate an important message or benefit for anyone. On top of what? What does it mean? Who cares who is on top of something?

    Suggest that your graphic artist stick to design and leave the copywriting to the folks who are professionals at that. Or perhaps go into oncology, where everyone is an expert. :)
  • Posted on 9/1/2010 at 12:01 AM Author
    Thanks for your response. The magazine ad is for consumers not for referring physicians. The advantage of our group is experience, established physicians, safety, technology, and caring environment. The call to action will be for for them to call our vanity number.

    The practice is called Arizona Radiation Oncology Specialists, the acronym is AROS. Hopefully that is helpful? Thanks again.
  • Posted on 9/1/2010 at 1:03 AM Accepted
    Based on a target market of cancer patients. And the message that these are top physicians. Play with the idea of the patient having confidence in their decision to choose AROS. It's a time of uncertainty for them, and AROS is the one clear thing. The one right choice.
    Perhaps:
    In this time of uncertainty, you will be weary to move forward. You will have many questions. You will wonder why and how. Our top rated physicians may use the latest technologies, but they understand that you are the most important part in the process.
    Become educated, choose with confidence, and begin your healing at AROS.



    I hope this helps. I'd love to see how you finish the ad.
  • Posted by Jay Hamilton-Roth on 9/1/2010 at 9:23 AM Accepted
    Focus on the years of experience (not years in practice), their caring attitudes, and their access to/knowledge of cutting edge technology. For example, "40+ Years of Helping Patients To Feel Better".
  • Posted on 9/1/2010 at 10:14 AM Author
    I had thought about combining years of experience as the tag line but there are other groups in town who could say the same thing. I would certainly include that as a feature of why to come to us in the body of the ad. To me the tag line should be what should capture the target audience attention and identify what sets us part. To me it boils down to our technology. Since they opened they have acquired the latest cutting edge technology.
  • Posted on 9/1/2010 at 11:02 AM Accepted
    The problem is that the technology isn't a benefit. And consumers buy benefits. What do cancer patients want most? What words do they use to explain themselves? That needs to be at the core of your tagline.

    The other question is your strategy. Do cancer patients actually choose their radiation oncologist based on the research they do themselves, or do they rely mostly on recommendations from their primary care physicians? Said another way, is direct advertising to the consumer the best approach for accomplishing your business goals?

    If you're committed to this advertising approach, then the challenge is to come up with a tagline that resonates with your target audience. Forget the features and the technology. That's NOT what they need to hear/read. Promise the emotional benefit that will get to the heart of the matter and motivate them to take the desired action.
  • Posted on 9/1/2010 at 12:56 PM Accepted
    You wrote: "To me the tag line should be what should capture the target audience attention and identify what sets us part."

    Not quite. It's not what sets you apart, it's what unique benefit you provide that sets you apart.

    So if technology somehow enables you to achieve a higher cure rate, or if it helps patients feel better, or if it provides some other patient benefit, AND it's unique to you, then the tagline needs to capture that thought. The technology is the tool that lets you deliver the benefit, not the benefit itself.

    Selling technology is like selling a screwdriver when your client wants the machinery to run. Deliver what they WANT, not the tools that might get you there.
  • Posted on 9/1/2010 at 10:08 PM Author
    Very insightful and great food for thought. Since I have been in medical sales all of my career and came from that side of the business I instinctively "get" what benefit cutting edge technology can do for a patient...after all I been selling that thought process to doctors for years....

    But you are right I need to step back and see it from a patients eyes not from where I have been trained to see it from and where I have been seeing it from all these years. Thanks so much, I like these ideas.
  • Posted by matthewmnex on 9/5/2010 at 8:31 PM Member
    "ONECOLOGY"
  • Posted on 9/13/2010 at 8:37 AM Member
    If I were a patient I would want to hear how your practice would heal me "better" and quicker. What you're saying is this cutting edge technology could do that. So, I understand where you are coming from with that. For the tag line I would focus on the "better & quicker" and then in the body back that claim up with the technology.
    Maybe something like this:
    "Less worry, More results"
    Then in the body/ad "With our cutting edge ABC scan machine we get better results so you can worry less" or "you have more things to worry about, our cutting edge ABC scan machine gets more results so you can worry less"
    I hope this helps....even though it's a little late! :)
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