14 important considerations when creating or changing your healthcare business name
One of our clients recently asked us to assist them with renaming their company. This task always comes with an immense burden of responsibility. Changing your company brand can be hard, and it only gets harder the older or more successful you become.
As I was doing research into this assignment, I came across a US-based corporate naming specialist that has just published a free report on why companies change their names. I’ve found this report very useful, and thought it would be useful for anyone else considering a name change.
According to the report, most companies change their name due to mergers or acquisitions (34%), the need to reflect a change in business direction (29%), and a desire for “quick makeovers” (14%).
Strategic Name Development also publishes some timeless guidelines when considering a rebrand.
Laura Livesey and I have been fortunate enough to be involved in several corporate naming processes and have helped brand six companies including London Vision Clinic, Focus Clinics and St. James’s Laser Vision. Not one of these names are world-recognised brands like Amazon, Google or Apple, but all of them were the fruit of a comprehensive process that involves a thorough market positioning workshop and hours and hours of brainstorming and refinement. Fortunately, each brand has enjoyed remarkable staying power and memorability among their audiences.
Scott Trimble of Halfagain Marketing has written a very comprehensive article on the subject of choosing a company name which should also prove useful. Some of his tips include considering:
- domain availability
- focused brainstorming
- synonym searching
- word combining
- using name and word lists to get creative juices flowing
- punning and plays on words
- using groovy internet word tools
- meaningful names or not
- metaphorical naming
- industry lingo
- name rhyming
- not putting too much stock in your name
Visit the article, it’s interesting reading!
Meet our Founders
Founder & Fractional CMO
Rod co-founded LiveseySolar and acts as a Fractional CMO for our customers. He’s on a mission to help transform the lives of 10,000 people with vision correction surgery by 2024. To achieve that, he inspires his customers to make confident decisions that will help 50,000 people take the first step towards vision correction.
LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.
— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO
Founder & CEO
Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.
Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.
— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK