Not all marketing plans should make it beyond the planning stage.
Case in point: A nearby convalescent and rehabilitation center promoting its recently achieved high marks from the state agency on inspecting-nursing-homes-care-centers-and-such has a sign placed on its front lawn.
In bold capital letters the sign reads,”DEFICIENCY FREE,” followed by other verbiage along these lines:
“according to the inspectors who found nothing wrong”
“Happy Acres Rehabilitation <— not its real name”
Kudos indeed. While the grade bodes well, how many drivers pass the sign each day with time only to read the first word?
Stick Chick found herself pondering the sign in rapid-fire stream of consciousness style; “deficiency free,” “no deficiencies,” “Oh, that means they did well,” and “What are the possible deficiencies?”
“Are we talking dust bunnies under the beds, nurse uniforms wrinkled, jello that doesn’t jiggle, or more insidious issues of patient neglect, medication delivery errors or records falsification?”
The whole process caused more negative reflection than positive even though Stick Chick is more the glass half full sort of chick. What would her more cynical friends think?
Granted, the term reflects the actual wording used by the grading agency to record whether an institution is up to snuff or in need of redress of its sub par practices. However, it’s doubtful that the general public thinks in those terms.
A brochure or detailed online account of how the grading agency scores and how the center meets or exceeds the governmental regulations is a better use of promotional dollars. From a marketing standpoint, five better choices for the lawn sign stand out.
- Top Rated
- Perfect Score
- High Marks
- Best in Class
- We Rock more than Chairs
Okay, the last one’s a stretch, but you get the point.