What's up with Bone and Joint?
Despite my love for the book Blink and all things Malcolm Gladwell, going with your gut can sometimes get you in trouble. So in stating the following opinion, I’m admitting up front I have no empirical evidence to back this up. No survey results, focus groups or fMRI studies to support it. Just my years as a patient, consumer and healthcare follower. The opinion is this:
The name “Bone and Joint Center” really sucks.
Now I know it’s not enough to say “that sucks,” without some sort of support. Here’s the best I can come up with:
First, it just sounds bad. “Bone” sounds bad. Bone has many negative connotations, some gruesome, some risque. But for sure, when I hear “Bone” right off the bat, my built-in consumer brand-o-meter tilts negative, not positive.
Second, it has a whiff of redundancy. My joints have bones, right? I know there are other aspects to the joint (e.g. tendons), but it feels like a contorted effort to make sure every part of the human body that might be treated at this place is covered in the name, no matter how awkward sounding it might be.
Third, from what I can tell, “Bone and Joint” seems to be a replacement for “Orthopedics.” (Or, if you prefer, “orthopaedics.”) Why, I wonder, do we need another name for that? Many consumers understand, at least in general, what orthopedics is, or more importantly, when it comes into play (bad joints, basketball injury, etc.) Those who don’t probably don’t care, until their primary physician says: “Your knee is shot, we need you to see an orthopedist.” Is this an attempt to be more clear about what goes on at this Center? If so, I’m not sure switching to “Bone and Joint” helps.
Finally, from a marketer’s perspective, we’re taught to sell the benefit, not the feature. In other words, “what’s in it for me, the consumer?” Including “Bone and Joint” in the name of the Center isn’t demonstrating the benefit (improved health, better mobility, etc.). Heck, it isn’t even touting the feature (great orthopedic physicians, or a comfortable experience). It’s describing the offering in a generic way. Not “Bob’s Melt-in-your-mouth Steaks,” or even “Bob’s Grade A Steaks.” It’s more like “Bob’s Cow Steaks.”
Ok, so maybe that last one is asking for too much. But what do you think? Are you a fan? Why are organizations going in this direction? What am I missing?
Great post! Sorry for the delayed comment, but I just read it.
Most hospitals should call their “bone & joint” center their “Jones Center”. My reasoning is that it combines Joints/Bones and hospitals love word combos. Second, it speaks to the Jones of the world, that everyone, especially hospitals, try so hard to keep up with. And third, maybe there is a wealthy Jones family in the community (that everyone IS trying to keep up with) who’d be willing to donate millions and have their name on the sign.
I agree with you that Orthopedic Center is understandable by most (if not all) patients. And it sounds much better than “Bone & Joint”. Maybe hospitals could set up Lube Centers where patients could get their knees and hips done and get a free oil change?
Sorry for the stupid humor. Keep up the great writing!
Great post. Can I repost on our site?
Thanks for posting, Keith. To extend you’re thinking, maybe Boint Center? Or maybe the Ligajoint?
Now that is stupid humor. But I’m writing at 12:30 am as my son and his six friends at his birthday sleepover refuse to even pretend they’re tired. Writing at this hour is not recommended.