Question

Topic: Taglines/Names

Tagline For Rehabilitation Center

Posted by Anonymous on 250 Points
I am putting together a complete re-branding strategy for a physical therapy/outpatient rehabilitation center that has been in the community for over 20 years. With the local competitors being more aesthetically pleasing to the eye I want to focus on our care and personal service as I am restructuring the building and company culture/value system as well to reflect that of a resort environment instead of a sterile healthcare setting. Something along the lines of "Where hospitality and healthcare meet" but more flamboyant.
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RESPONSES

  • Posted by Jay Hamilton-Roth on Accepted
    What does a "resort environment" for a PT/rehab center look/feel like?
    Do you offer any specialty services (that your competition doesn't)?
    Care & personal service are generally assumed for rehab/pt services.
    Why "flamboyant"? Have you determined (from talking with your current/past clients) that something resort-y is more attractive to them?
    What was your old tagline? What other re-branding are you doing to re-invigorate the center?
  • Posted by Moriarty on Accepted
    I would like to ask what your clients thought about you. You've been in the biz 20 years - you'll have a few rave reviews stashed somewhere. Because knowing why clients chose to come to you in the first place should be a hot tip as to why they'll choose you in the future. Any re-branding needs to take this into account.

    How about -

    The sunnier side of healthcare
    Why holiday when you can come here every week?
    A great way to spend an afternoon

    What do you think?
  • Posted by SteveByrneMarketing on Accepted
    Jay has asked the foremost questions. Also, what is the name of your rehabilitation center. It's best not to repeat your company name in your tagline.
  • Posted on Author
    @ Jay. We are changing some departments to include our receptionist staff to now be called Concierge Services. We will begin to introduce services similar to that of a hotel/resort by making them more accessible and at the service of our residents. We will also have in room dining menus, arrange for transportation, schedule reservations for dining, etc.

    We had no tagline in the past - just Rehabilitation & Health Care Center.

    Our current clients choose us because of our customer service and warm environment. We have just never marketing ourselves that way in the past which we are now changing.

    90% of the responses we get rate us a perfect 5 stars when we do the discharge planning.
  • Posted by Jay Hamilton-Roth on Member
    You'll Love How We Make You Feel
    The Best Way To Heal
    Healing From The Heart
  • Posted by SteveByrneMarketing on Member
    "Rehabilitation & Health Care Center" is a generic name describing a marketing segment (niche) and a keyword search phrase (just google it). There are literally hundreds of businesses, like yours, that incorporate this common phrase into their company name, usually either as ..

    1) (descriptive word) Rehabilitation & Health Care Center
    2) Rehabilitation & Health Care Center (of city/region/state)

    Have you thought of adding a word to your name that will distinguish it from so many others? What do you customers call you "for short"? (something) Rehab or Rehab (something)? Example, "we're going to the rehab by the mall". You can check this out with some informal conversations with your customers (and your competitor's customers).

  • Posted by SteveByrneMarketing on Member
    oh, and google it in quotation marks ... "Rehabilitation & Health Care Center"
  • Posted by Moriarty on Member
    "90% of the responses we get rate us a perfect 5 stars when we do the discharge planning." is fantastic news.

    Only *why* did they - can you give us a few specifics, actual quotes, that way we can get a view of what they actually see in you. Your tagline really needs to connect - and that means what your customers have already seen in you.

    Plus where are you and who do you serve predominantly (as in who are, broadly speaking, your customers)? Where do they come from?
  • Posted on Author
    One specific one that comes to mind is we had a lady rehab with us and she originally went to a competitor because it "looked nicer" but she chose us the 2nd time around and said she will never go anywhere else because the care she received was exceptional.

    Our customers are typically seniors, 55 & Better and they are local.
  • Posted by Moriarty on Member
    The story you've told would do very well on a landing page (should you ever use such a thing).

    So let's focus on the "I'll never go anywhere else ever again" - this seems to be the key here. I was going to have a go at a few taglines, only if you can use their own voice it would be way better. They are locals, speak local and will communicate directly to a local ear. Do you have the conversation written down? Can you phone them and get a transcription (with their permission of course)?

    The personal approach seems to me to be the key here. After all, that's what you do. It's also what you want to do more of. And by the merest of chances just happens to be what you're fantastic at doing!

    I really, really, REALLY want personal commendations. You don't have to write them here, if there's one that fits - that's the one to use. I really can't see a better way to get a tagline!

    If you don't have the time for this, just use "I'll never go anywhere else ever again". To me it says everything it should say. What do you think?


  • Posted on Author
    I agree with what you are saying and I personally like the idea of using a testimonial as a quote and have brought it up before to our owners, however, like most men when they get an idea stuck in their head, they don't budge with it. ;) It just so happens that they are stuck on using the idea of Where hospitality meets healthcare...or something similar that focuses on both of those aspects. Tis a puzzlement...
  • Posted by Moriarty on Member
    So they want a tagline of that sort, right? Oh, dear. They're the kinds of guys I try to kick out of my sales funnel ... it really is a case of them not even agreeing to disagree - I don't mind if they suspend judgement until they see results. Only if they don't want to do things my way*, I don't want to work with them ;-) ;-) ;-)

    I guess you can use a quotation somewhere in your blurb? They can't argue with that, can they???

    So: let's have a go at some taglines that they might like. As ever I add the caution to ask your clients what they think, as they are the ones who are buying. Not you, not me and not the management for all their skills and personal knowledge**.

    ... and now I've got an ear-worm "hospitality meets healthcare" stuck in my mind and I can't dislodge it.

    Because Healthcare is Hospitality - - - Owzat! (as the English cricketers say!)
    Making Healthcare Hospitality

    I can't think of any other permutations ... sorry! Are these any good??

    (*That is to say, looking at things from their customers' point of view!)
    (**I worked as an industrial designer in Germany and the managers who chose always said that they understood their markets and all that baloney. Did they? Nope. My immediate senior designer went on to style the A-Class Mercedes - he knew what would blow customer's minds!!)(It blew Daimler Benz's too ... )

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