Question

Topic: Taglines/Names

Looking For A Tagline For A Campaign

Posted by bvandenberg on 9/1/2010 at 11:36 PM ET 250 Points
I need to find a way to compellingly convince doctors, patients, health funds and the health department that if the government’s proposed "lowest price" reimbursement goes ahead, patients and the industry will be stripped of being able to CHOOSE what is the best product for them and this will stifle innovation.
I am looking for a campaign banner that uses “lack of choice” as a key theme
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RESPONSES

  • Posted on 9/2/2010 at 12:47 PM Accepted
    What is it you'd like that target audience to DO after you convince them? Why should they care? What's the BENEFIT of "buying" your point of view? What's wrong with "lack of choice?" What's the advantage of innovation?
  • Posted by Jay Hamilton-Roth on 9/2/2010 at 9:17 PM Accepted
    Lack of choice = fear. That's a powerful motivator...but only for short-term. But the key question: what's behind the lack of choice for you/your business? There's always tradeoffs in life, and spiraling medical costs benefits only those selling latest medical technology.
  • Posted by bvandenberg on 9/5/2010 at 9:58 PM Author
    Thank you for getting back to me. In key issue here is that improved technology does come at a price, however its an important point to raise that there are tangible improved patient outcomes in using this new technology. Many of the benefits are also not directly quantifiable in that it may mean getting back to work faster, not having to continue with an expensive drug regime etc.

    My campaign needs to highlight that by not allowing patient access to the new technology is going block access the far better outcomes. Ultimately, the choice should lie with the patient and Physician, however when the govt decides to measure the outcome based on old technology, we do see a health system stifling technology and the enhanced patient benefit.

    Yes, I do represent the Technology, however the benefits of using newer technology outweigh the old and taking away choice is not in the interests of the consumer.
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