We’ve made a lot of mistakes with branding and marketing over the years.
Our name change from The Bone & Joint Clinic to BJC Health was in retrospect a mistake which occurred at a time when we were trying to be more inclusive of a range of other specialties not involved directly in musculoskeletal disease and arthritis.
Our vision, our reason WHY we do what we are doing, that is, to create best care for people with arthritis, became clear later.
The term “arthritis” is being used loosely, as it is in the community, but perhaps, this leads to even more misunderstanding.
People want solutions for their knee pain, their back pain, the swelling in their hands. People want to be able to run and play with their kids, to be able to sleep more comfortably without the overnight stiffness and pain.
We believe that people are generally welcoming of the idea that solutions to their issues may at times require a number of different team members, and that the provision of this multidisciplinary care in a convenient, coordinated fashion would be ideal.
But, we’ve had difficulty getting this message out in the wider community.
This has led to a lot of brainstorming and deliberation. This schematic looks really simple and yet, we haven’t been very good at delivering the message.
So, we decided to use a whiteboard animation to help explain BJC Health’s point of difference.
I hope the messaging is clearer.
Any feedback you may have is very appreciated.