Life. Giving. Breakthroughs.
The headline above is the tagline for the extraordinary Brigham and Women’s Hospital, or so it appears on advertising and the website. It reflects a tripartite brand strategy. Maybe 4-partite if you define “giving” two ways. Most hospitals don’t really get branding. They understand the need to fill beds, increase revenue and improve reputation, but don’t really know how. So they establish a marketing board, fill it with retirees who once worked at Clairol, and raise money for an ad campaign. Someone at the new ad agency writes a poor brief and a lazy ad pops out about the latest treatment, a survivor story or an award. All tied up in a tidy little tagline like Life. Giving. Breakthroughs.
Taglines are claims. Claims that meet at the intersection of what a brand is great at and what consumers want. If you take the periods away from the Brigham and Women’s tagline the strategy is about breakthroughs. Not a bad place to be if you can prove it. New York Presbyterian’s line “Amazing things are happening here” does a better job of making this claim from a poetic sense. But again, the strategy only works when you prove it by sharing amazing things.
Healthcare, which makes up 18% of the GDP, is the consumer category that needs brand strategy the most yet employs it the least. Here’s a tagline and brand strategy that work. Tell me if you know the brand. “The best cancer care anywhere.”