Question

Topic: Taglines/Names

Help With Medical Specialist Clinic Name And Brand

Posted by jacquigore on 7/16/2016 at 11:58 PM ET 250 Points
Hi there, we are starting a Medical Specialist Clinic with a variety of Specialists who are well known within the hospital system but less so by Family Doctors who will be source of referrers of patients.

It is generally felt that marketing is not appropriate for medical specialists in our conservative specialty area, although in order to survive and attract patients and medical referrals we need to carefully brand ourselves as a leading group to refer to.

We have a variety of specialtists which is a strength, a "one stop shop" for family practitioners to think of when a patient needs a referral. Primarily Psychiatrists with expertise in children, perinatal, old age, general adult patients, but also other specialists will include (endocrinology, paediatrics, gastroenterology and obesity medicine). The clinic will be located in a well known affluent area of the city on what is known as "medical mile" and is collocated with many other highly regarded specialists.

We are desperate for some ideas other than to use the local area name eg. "The Melbourne Clinic". We are not keen on using an individual physicians name or anything to indicate Psychiatry specifically given the stigma patients face. Thanks so much if you can help us out!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/17/2016 at 9:00 AM Accepted
    Why not something simple like: The Melbourne Primary Clinic (location + positioning) or "Melbourne Specialists Clinic"?
  • Posted by jacquigore on 7/17/2016 at 9:05 AM Author
    Thanks...yes I think I need to get away from a location name as I have been advised not to do so....if your personal geography changes you need to open a satellite branch for example.
  • Posted on 7/17/2016 at 12:49 PM Accepted
    Without knowing any more about the situation than what you've shared, I instinctively challenge the [unnamed] person/people who advised you not to use a location name. You want to sound like you are part of the local healthcare community, familiar with the area and the local culture, and approachable by the residents and physicians nearby.
  • Posted by Mike Steffes on 7/18/2016 at 10:00 AM Accepted
    Whoever advised you to think that way has overgeneralized something that is good in specific cases.

    The [location + positioning] concept is very applicable for clinics. For branches, you just use the same loc./pos. format and tagline it (if you want) as, "A branch of [original clinic]". The legal means for the branch naming is the "DBA" (doing-business-as) form.
  • Posted on 7/18/2016 at 11:35 AM Accepted
    What's in a name?

    You could go very boring "Medical Specialists." You can get more creative with a reference to what you do "The Mind and Body Clinic." You could make a reference to your culture "The Caring Clinic." Or you could make a cultural reference to your location (here in East Tennessee, everyone uses "Volunteer" which is both an historical and sports reference).

    Ultimately, it's what you do AFTER you have a name that will establish your brand in the marketplace.
  • Posted by Shelley Ryan on 8/4/2016 at 11:21 AM 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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