All B2B marketers have been guilty of leaning on overused buzzwords and cliches. We breathe the same air and read many of the same books, and we all strive to be the Apple of healthcare marketing – whatever that means.
Sometimes it’s accidental. Other times, it’s a force of habit. But it’s never a good look, and it can move visitors to roll their eyes and bounce off of your website or blog.
Here are 19 overused buzzwords and phrases our B2B healthcare marketing agency sees constantly that should either be avoided when possible or used sparingly.
1. Groundbreaking: Is your solution brand new and unlike any other in your market? Just because you do it better than your competitors doesn’t make it groundbreaking. Random thought: I’ve always wondered where mayors get those oversized scissors they use when new businesses break ground.
2. Amazing: Does your solution literally amaze people? Does it create great surprise and wonder? Or are you simply offering something useful that makes someone’s job easier? There is nothing wrong with telling the truth. In fact, it might help you stand out among hyperbole.
3. Cutting-edge: First of all, if you’re in the healthcare or life sciences industry, there are probably better descriptors out there than ones that apply to weaponry. Secondly, if you eschew the literal definition in favor of the symbolic, you should ask yourself if your solution truly is at the latest or most advanced stage of development. Otherwise, you’re just spewing b.s.
4. Revolutionary: *sad George Washington noises* Here is another term that marketing speak has rendered essentially meaningless. Even if you like to play it fast and loose with language, you’d better be sure that your offerings actually bring about complete and dramatic change. If you’ve simply built a better product, that doesn’t qualify.
5. Game changer: What game are we talking about? Checkers? Chess? Parcheesi? Healthcare is not a game. It’s a vital industry that saves lives. How can you help healthcare professionals do that?
6. Innovative: Next.
7. Agile: Unless your team comprises acrobats or gymnasts, there is probably a better word to describe your value. What problems do your products and services solve? How are you different from your competitors? These thoughtful questions get to the heart of what you’re trying to say without using tired, overextended language.
8. Next generation/next level: The year is 2023. The next generation either hasn’t been born yet or is very young and, thus, is not ready to buy your widget. Market to the current generation – the one with jobs and money.
9. Robust: This is one of the worst offenders on this list, and its misuse refuses to die. It is often used interchangeably with words such as “big,” “broad,” and “expansive.” Referring to your product as robust can induce facepalms.
10. Think outside the box: What box? What are we talking about? Are you trying to say your product does things differently than similar products? Then say that, and talk about the advantages of your approach.
11. Experienced: This is a tricky one. Clients want to know that they are doing business with established and reputable companies, but not those so entrenched in their ways that they can’t be progressive. If you want to use this term, elaborate with context and specifics.
12. Synergy: I used to love this word, but then I got into marketing. Now, between overuse and misapplication, it just gives me a headache. Also, see 1 + 1 = 3.
13. Utilize: At least 90% of the time, the word you’re looking for here is “use.” To utilize something means to use it beyond its intended use. It’s unlikely that this is part of your intended pitch.
14. Seamless: Seamless is good, but does it have pockets? My wife wants to know. But seriously, very few changes to processes and workflows come with zero complications and no hassle. It is important to articulate precisely how your product or service is easy to use.
15. At the end of the day: At the end of the day, I like to put on sweatpants, pet my cats, and eat ice cream out of the container. There is nothing wrong with using phrases such as “all told” or “as a whole.” They may sound boring, but you don’t need a generic timestamp.
16. Get granular: There are almost as many marketing cliches as grains of sand. Almost. What’s wrong with saying a “detailed” look or view?
17. No-brainer: No decision can be made without a brain, no matter how easy or logical. Don’t insult your prospects’ intelligence.
18. On the same page: Did I sign up for a book club I forgot about? It wouldn’t be the first time.
19. Bang for your buck: Come on down to Aaron’s Auto Center! We’ll get you the deal of a lifetime on a car you’ll love. Bring your youngins to meet Gary the Gregarious Goat.
BONUS TERM! New normal: Now that we’re on the other side of the COVID pandemic, let’s retire this once and for all. I don’t know how you feel, but I think this so-called “new normal” changes daily.
What overused buzzwords and phrases did we miss? Let us know!
