Branding is not what we say the clinic is; it is what they say it is.
Customer: Aspirations and Afflictions Experience new things Get out See the world Have an adventure
Anxiety about travel Confusion about health Do you WebMD everything What do I do if I go to ______? Fear about diseases
Focus on words that describe the service How to describe the service Beautiful wording that accesses emotions Develop personality of service
What have other university health services done? What about other travel health things? Precedent studies and competitor research