Learn the questions to ask to write a great healthcare tagline. Find out what makes a winner – and a loser!
The healthcare tagline is the haiku of branding. With a few words, they need to capture your brand essence, express an authentic personality, and be catchy as a top ten hit.
In this post we look at some exemplary healthcare taglines, both good and bad.
How to evaluate a healthcare tagline
- Is it differentiating?
- Does it have a personality or emotion?
- Does it embody the brand promise?
- Is it short?
- Is it simple?
- Is it believable?
- Is it memorable?
The good ones
These outstanding healthcare taglines have a few things in common:
- They are short
- They use simple words
- They have a strong personality
Simple, differentiating – and captures the brand personality. In just 2 words, the tagline greets you warmly (“hello” ) and connects to the mission of this healthcare organization in the broadest and most positive way (‘life”).
We practice what we teach
Witty pun on the old adage for a teaching hospital. Riffing on a familiar saying makes for a memorable brand.
With us, it’s always personal
Another great brand personality tagline. It’s a novel way to express a caring culture, which is, of course, a universal healthcare brand promise.
The name you know. The doctors you trust.
The 2 sentence tagline is a common formula in healthcare, but it’s rarely as well executed as this one. It uses short, simple words. The 2nd sentence moves the reader from “knowing” to “trusting”.
Atlanta can’t live without Grady
Personality, confidence, and a bit of humor in this winner.
The bad ones
There are a lot more where these come form!
The common crimes:
- No personality
- No differentiation
- Unconvincing claims
- Straight-up bad writing
You’ll Love the Way We Care for You
Generic, could be any industry. Bland and uninspiring.
Uncompromising Excellence. Commitment to Care.
Wordy, bureaucratic, hard to remember. Any healthcare organization can (and does) say this.
Transforming Healthcare in Every Direction
Missed the target! These 2 phrases don’t match up, which creates a credibility problem. Like all of the bad taglines, there is no personality – the tagline just don’t cut through the mix.
Passionate About Medicine. Compassionate About People.
Compare to the 2 sentence formula under good taglines. Clumsy wordplay between “passionate” and “compassionate”. At this point, “passion” is an overused phrase in messaging – it’s credibility has been leached out.
- What’s the best healthcare tagline you’ve seen recently?
- What’s the worst?