Question

Topic: Taglines/Names

New Physical Therapy Clinic Name? How Do I Choose?

Posted by shagginj on 12/14/2015 at 12:21 PM ET 250 Points
I am looking to open a new physical therapy clinic in our mountain town and am looking for a name. The population is very active outdoors and I would be treating the active population and athletes from the local university, mostly. I will also treat any orthopedic condition, from the grandmas who can't garden to the athletes who can't run. Most patients will probably be without Dr. referral so it needs to be strong name. Also, the practice will have a small members only personal training gym and a massage therapist that will work for me. My name ideas right now are Physicus PT and Performance (latin for physician), Humphreys PT and Performance (local mountain), and Physico (but it looks like psycho). I like Physicus, but I am open to any new ideas however. Are these too difficult? Any help is appreciated.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/14/2015 at 3:52 PM Accepted
    Your names aren't conveying a clear (emotional) benefit of your proposed clinic.
    But as a minimum, it makes sense to name the clinic after your regional name: Humphreys Physical Therapy Clinic or Humphreys Athletic Therapy Clinic. You might consider something like Humphreys Active: A (Specialized) Physical Therapy Clinic.
  • Posted by mgoodman on 12/14/2015 at 4:02 PM Accepted
    Jay is steering you in the right direction. (No surprise.)

    "Physicus" doesn't mean anything to most people, so it's a wasted word when it comes to communicating to your primary target audience. If you can get beyond just telling people what you do, and begin to suggest a benefit for them, that would be ideal. That's why I like names such as "Humphreys Active" or "Humphreys Performance Clinic."

    You'd be wise, too, to consider taglines as part of the naming process. That will give you more leeway in communicating an emotional benefit, and not just saying you're a physical therapist.
  • Posted by shagginj on 12/14/2015 at 4:28 PM Author
    I agree that an active message being conveyed is the most beneficial. Humphreys is the local mountain, but it seems a little bit soft to me. It is very hippy town (which is where I live). The activity part is why I had the second part of the title "PT and Performance". Would Humphreys appeal to the locals senses enough? On the plus side a .com is easy to get because there are no other Humphreys PT clinics in the US. Feedback? Thoughts? Thanks for the responses
  • Posted by mgoodman on 12/14/2015 at 5:24 PM Moderator
    I'm an advocate of using some local reference in the name. It demonstrates that you are a local and suggests you share values similar to those of your patients/clients. Humphreys doesn't sound "soft" to me ... but I'm not a local. If the county name is better, or some other local reference, that would accomplish the same thing.

    Instead of "PT and Performance" why not just stick with "Performance" in the name so it's in the spotlight (i.e., the primary communication)? You can reference PT in the tagline.
  • Posted by Konsulting Worx on 12/15/2015 at 8:57 AM Accepted
    My ideas are like different...you have to treat your patients with fun and give them the feel that they are at home....

    i like people above suggested and helped you out....

    here some of my suggestions

    1. Pain Relaxers
    2. Dr. Relaxant
    3. No Pain No Gain (when there is no pain there will be gain in their performances)
    4. Relieve Clinic
  • Posted by shagginj on 12/16/2015 at 12:17 AM Author
    I have a doctorate and so I am trying to stay away from gimmicky names. As PT will be the vast majority of the business in the clinic would it be wise to nix it from the name altogether? Physical therapy is a medical profession based on optimizing biomechanics as well as decreasing pain. What is the consensus on "Town Health and Performance"? Hope I am not being too complicated or picky. Thanks
  • Posted by mgoodman on 12/16/2015 at 6:41 AM Moderator
    [TownName] Performance Institute
    Physical Therapy and Athletic Training

    For me the words "health" and "performance" connote very different things, and I find that mixing them in the name is confusing. "Health" suggests things like diet, medicine, chiropractic and nursing care, etc.

    "Performance," "Physical Therapy" and "Athletic Training" are all related to physical conditioning and being able to function well, and without pain or discomfort, in every-day activities or sports.

    Best to pick one or the other and really nail it.
  • Posted by shagginj on 12/16/2015 at 12:25 PM Author
    Unfortunately this is a testament to the poor marketing that physical therapy has done. It operates very much more in the health realm than fitness, but the changing face of it includes operating very much in both. This is the dilemma for me.
  • Posted by mgoodman on 12/16/2015 at 1:01 PM Moderator
    Physical therapy does have a skewed image. I get that. But most people think of "health" as internal medicine, while "performance" is more related to physical mobility, strength, stamina and coordination/balance. Of course that's part of health too, but you need to view your business through the eyes of your target audience. They are not likely to come to you when they have a headache or some other "medical" (i.e., health) problem. Stress the benefit they are seeking.

    "Performance" is a pretty strong benefit promise.
  • Posted by shagginj on 12/16/2015 at 3:36 PM Author
    In that case I would drop the performance aspect. I would absolutely see patients who have a headache, numb legs, concussion, breathing difficulty, etc that people usually see their MD for first and then MAYBE they would see a PT. It is absolutely within my practice act and I would like to position myself as the front line in patient care WITH the added benefit of giving nutrition advice, and increasing fitness to prevent future recurrences of said issues. This final push is where the performance comes in, but is not necessarily the main focus. PTs should be the first provider seen for ANY musculoskeletal injury as we are the experts. Does this help paint a better picture of the business and the marketing plan/name I am trying to craft?
  • Posted by mgoodman on 12/16/2015 at 8:46 PM Moderator
    [TownName] Health Center
    Physical Therapy and Performance Training

    OK. Here's the other way to go.
  • Posted by chuckjgibbons on 12/22/2015 at 10:08 AM Accepted
    I like "Freedom Physical Therapy" just popped in my head. Freedom says allot in one word to people who are or have been restricted by their physical limitations. Just a thought . Good luck!
  • Posted by Shelley Ryan on 2/22/2016 at 3:04 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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