Know-How Exchange : Taglines/Names

A few questions:

What is the name of the office? (The tagline will need to go with the name, not simply repeat the same information.)

Why do you want a tagline? What do you want it to communicate?

How will you select the tagline? What are the criteria by which you will judge suggestions? (If we know that up-front there's a much better chance we can get it right the first time.)

@ mgoodman:

Our practice name is Silvertown Women's Center. We are a new practice so I think a tagline will help tie all of our marketing together. I want our tagline to make women know they can come to our office and be treated caringly and with providers that are all women, so they feel comfortable having any type of conversation with our doctors.

I will select the tagline that is easy to remember and sets our practice apart from others.

Thanks!

What does separate your practice apart from others. I would assume that your competition would also say, "Women know they can come to our office and be treated caringly."

I think the fact that we have an all female staff sets us apart because we deal with very personal female issues. We also have a 3D/4D ultrasound machine and that is something that only 1 other practice in the area has.

Other than that.....I guess that is where I am struggling. We have great physicians, pleasant staff, and a clean updated facility but none of that really sets us apart because I'm assuming most practices in the area have those things as well. Suggestions?

I don't have a ready answer, but I do see a couple of obstacles.

First, the business name includes the word "women." That means it will be awkward to include that word in the tagline also. Right now I can't see a way to say "all women doctors" without using the word "women."

Second, you don't really have a clear positioning statement or creative brief for the tagline project. That means the marketing pros who work on this are pretty much flying blind. The best taglines communicate the unique and important benefit the customer/patient can expect. Without that the tagline is likely to be lame/generic. (See https://bit.ly/htnXoR )

Maybe you don't NEED a tagline. Just tell your story in body copy, with bullet points and/or photos/captions/testimonials.

Have you done a SWOT analysis for the business? That may be a way to uncover your unique positioning benefit.

SILVERTOWN WOMEN'S CENTER
4 Top OB-GYN Specialists -- All in one office, all women

Silvertown Women's Center
We Know Women's health—We're All Women

Thank you all for feedback and ideas! I have decided that a tagline is not necessary based on the discussions on this board.