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.
Written by Stephen Moegling
As Hailey Sault's Chief Strategy Officer, Stephen bangs the drum of what’s possible in healthcare and cause marketing—guiding growth, educating and rewriting limiting rules. By night he’s the drummer in a band called Spider Kelly, named after a minor character in a Hemingway novel.
Please add “Continuum of care” to this list.
Shantel, what a perfect phrase to add to the list! Thank you!