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?