Wednesday, March 24, 2010

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Broadlane WFX Rebrands to Prolucent & Some Rebranding Tips A couple of months ago I wrote about AMN's re-branding campaign. Now, another major player in the healthcare staffing industry has gone through a similar effort. Broadlane's Workforce Management Services has rebranded itself from Broandlane WFX to Prolucent. If you're considering a rebranding campaign for your staffing agency now is the perfect time to do it. The trends in the healthcare staffing industry have been bleak over the last 1.5 years. However, as things start to pick up again hospitals will be re-evaluating their staffing agency partners. Approaching them with an improved identity, renewed focus and new service offerings can go along way toward keeping the attention of your clients or getting new ones to notice you. If you do decide to rebrand I offer the following tips: Make sure you understand what all is involved with this effort. A brand is more than a logo. You don't want to simply update your logo or website and overlook the rest of your promotional material. Promoting an inconsistent brand sends a bad message to the market. If you rename your company or product chose something that's easy to pronounce. Although 'Broadlane WFX' wasn't a great name, I'm not sure the name 'Prolucent' is any better. Many people are going to spend time trying to figure out how to pronounce it or just skip the exercise all together and continue to call them Broadlane. Further, if you change your company name to something in another language (say for example 'Concerro') be sure...
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I Want A Search Engine, Not A Decision Engine Over the last few weeks I've been to several online marketing conferences that specifically focused on Search Engine Optimization (SEO) and Marketing (SEM) strategies. Bing was a big sponsor of all of these conferences so I got to hear several Bing employees talk about the benefits of their new search engine and I also got to try it out myself. Bing's marketing campaign is promoting that they are not a search engine, but rather, a 'decision engine.' Bing is focused on better understanding user intent and displaying fewer, but more relevant/accurate results based on your intent. Since their inception, search engines have always been on a mission to better understand user intent and deliver better results so in a sense, this is not new. In addition, with Google's recent introduction of personal search results they too seem to be headed further down this path. In theory, this all sounds great to me. However, I personally don't like where this could lead. Bing seems to be narrowing the results returned based on the assumption that they better understand your intent. They make it more of an effort to get passed these limited options and expand your search in case they got it wrong. Others are getting into the game as well. Take a look at this screen shot from Travelocity. In performing a search for a plane ticket I was presented with one option they selected for me based on what they felt was my 'intent.' Not only were they wrong...

Jason Lander

Partner | Parent | Entrepreneur | Website & Software Designer | Healthcare staffing blogger | Photographer | Musician

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