Question

Topic: Taglines/Names

Tagline For Medical Company/ultrasound Machines

Posted by Anonymous on 8/20/2017 at 5:54 PM ET 250 Points
I'm coming up with a tagline for a new ultrasound machine for the healthcare company I work for. Our target audience are doctors, sonographers and financial admins for hospitals that are looking for high-end ultrasound machines that meet their needs and budget. Our customers aren't the patients so we shouldn't be talking to them.

Usually there is always a trade off between performance and portability, but ours can do a lot with being as small as it is. This machine can be used for many different applications, not just pregnancies.

The only guidance I was given was that they wanted the tagline to highlight form meets function. Basically, your getting the most powerful machine without unnecessary and clunky features. Small on the outside yet big on the inside.

Our main benefits...
- Makes workflow more efficient.
- Allows for greater productivity, flexibility, and mobility.
- Better, clearer images that are processed faster
- Shortens exam times and gives more accurate results
- A smaller footprint. Much smaller and weighs less than other machines

I'm really hitting some roadblocks here and could use any bit of help–whether that's guidance or some quick options to get the juices going. They want the tagline to be strong, clear and show why doctors need this one over the other machines.

Here are some of the ones I came up with but didn't resonate when I presented them.

Adaptability Is Ability.
Vision and Versatility.
Adapted To Adapt.
Designed For Every Body.
Engineered For Every Body.
Patients Are The Purpose.
See The Power Within.
Purposeful Power.
Designed From The Inside Out. ** This one they liked the most but said it wasn't quite there **
Profound Purpose And Efficient Form.

Below are competitors' taglines for their ultrasound machines for reference.

- It understands your everyday
- Leading with versatility
- New waves in ultrasound technology
- Make it easy. Make it your own.
- Picture perfect ultrasound
- Premium at its best
- Versatility
- Extraordinary vision
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RESPONSES

  • Posted by Gary Bloomer on 8/20/2017 at 7:33 PM Member
    Which three traits, qualities, or outcomes do doctors need or appreciate most in this kind of equipment?
  • Posted by Gary Bloomer on 8/20/2017 at 7:35 PM Member
    Let me follow up on that last point: Here, rather than making things up or thinking the company knows what doctors want, need, and value, it's CRUCIAL to ask the doctors directly.
  • Posted on 8/20/2017 at 8:12 PM Author
    Hi Gary

    We've found that physicians and medical admins are most interested in the following.

    - Budget
    - Features — This is the most important for doctors. What kind of diagnostic power does the machine have that allows doctors to do things better, faster, and more accurate? There are many different ultrasounds for many different disciplines, so having one that is affordable and can perform a wide variety of tasks with an intuitive, user-friendly interface is best.
    - Size/Design — There are portable and console ultrasounds. Ours is a console, but one of the smallest in its category. How much does it weigh? Is it ergonomically designed? Being able to move it around from room to room while still offering the most advanced features and not making it a huge machine is a huge plus.
  • Posted by Jay Hamilton-Roth on 8/20/2017 at 10:10 PM Accepted
    Why not simply, "Better. Faster. More accurate." or "Small Budget? Big Results!"
  • Posted by Gary Bloomer on 8/21/2017 at 10:03 AM Accepted
    Tagline: Powerful Diagnostic Capability in a Compact, Affordable, Mobile Console
  • Posted by Mike Steffes on 8/21/2017 at 10:22 AM Accepted
    "Designed to Align"

    Body copy goes on to tell how it aligns with the needs of the modern clinical setting. How it aligns with the needs and requirements of admins, doctors, techs, and patients. How it is designed to align.
  • Posted by chiron34 on 8/22/2017 at 3:10 PM Accepted
    Our State of the Art XXX Ultrasound Machine:
    The Doctors' Choice for Patients' Satisfaction.
  • Posted by Shelley Ryan on 9/12/2017 at 6:48 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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