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 had a sign placed on its front lawn.
In bold capital letters the sign reads:
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 only to glance at the first word in between their texting?
Stick Chick found herself pondering the sign rapid-fire in stream of consciousness style;
Oh, that means they did well
What are the possible deficiencies?
Are we talking dust bunnies under the beds?
Staff 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 than positive reflection even though Stick Chick is more the glass half full sort of chick. What would her more cynical friends think?
Granted, the term “deficiency free” 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 knows this or 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 would have been a better use of the rehab center’s promotional dollars. From a marketing standpoint, five better choices for a 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.