I decided to do an office email survey with Hailey Sault colleagues in our three offices. We’re a health-focused firm that works with hospitals, providers and technology firms across the country. I can’t tell you how many orthopedics campaigns we’ve produced over the years. Some of our writers are so well-versed in cardiac procedures that they could probably sub in for a procedure in a pinch. I figured I’d get some good responses from my question: What words and phrases would you like to ban in health care marketing?

My colleagues didn’t disappoint.

First, a snapshot of the responses. Then I’ll come back and riff on a few in particular:

THE UNOFFICIAL LIST OF WORDS AND PHRASES WE’D LIKE TO BAN FROM HEALTH CARE MARKETING AND ADVERTISING

  • “Convenient care”
  • “Close to home”
  • “State-of-the-art”
  • “Get Back to the Life You Love”
  • “Comprehensive”
  • “Integrated”
  • “Most Advanced”
  • “Cutting-Edge”
  • “Breakthrough”
  • “Patient-Centered”
  • “Compassionate”
  • “Quality Care”
  • “World Class Care”

Let’s unbuckle a few of these.