I initially recognized the gap between health care providers and the community while creating a brochure for a cornea donation initiative.

My initial design showcased a cheerful young boy with an eye shield—an inviting visual intended to motivate community involvement. However, the supervising expert dismissed it. He insisted on a detailed clinical image of a post-operative eye, complete with sutures. To him, it symbolized medical achievement. For potential donors, it was discomforting.

Subsequent feedback validated my apprehensions: The clinical photo, though significant to medical professionals, estranged the individuals it sought to connect with. That lesson has remained with me.

When good intentions fall short

This experience came to mind as I considered the branding of patient-focused cancer facilities—hospitals and clinics where people receive diagnosis, treatment, and ongoing support. Throughout North America and beyond, numerous institutions refer to themselves as “Cancer Centres”—a designation that makes sense from a medical and operational perspective. Yet for patients, the term “cancer” signifies more than just a diagnosis. It’s an emotional trigger, rife with fear, vulnerability, and sorrow.

Consider:

– Getting a reminder call: “This is the Cancer Centre calling …”
– Responding to a friend’s inquiry: “Where are you being treated?” “At the Cancer Centre.”

Each mention reinforces a diagnosis that patients may still be grappling with emotionally. For those who prioritize privacy, these brand names can feel like involuntary revelations—whether in a taxi, at their workplace, or during casual chats with extended family.

If patients felt at ease being openly linked to their condition, wigs and scarves wouldn’t be so common. Yet their prevalence continues, highlighting the necessity for branding that safeguards privacy while promoting awareness.

The importance of metaphors: When “Carry the Fire” ignites the wrong feelings

Some initiatives endeavor to instill inspiration into health care branding. A case in point is the “Carry the Fire” campaign by the Princess Margaret Cancer Foundation in Canada. The intention was commendable: To represent hope, resilience, and communal strength. However, for those undergoing active treatment, fire might not symbolize hope. Instead, it may evoke:

– The intense nausea from chemotherapy
– The excruciating pain from radiation
– The devastation of a life-consuming illness

What inspires some may re-traumatize others. Metaphors in health care carry significant emotional ramifications—and must be selected thoughtfully.

The stigma surrounding health care terminology

Health care marketing is never impartial. Studies in health communication and psychology reveal that language shapes how patients perceive care and whether they pursue it at all.

For instance, a 2016 study by Dr. Camilla Zimmermann found that numerous patients shied away from “palliative care” programs due to the stigma associated with the term—prompting some providers to completely rebrand these services.

Yet in several hospital networks, branding choices frequently prioritize clinical precision or fundraising appeal over patient experience. Patient message testing—a fundamental aspect of commercial marketing—is often overlooked in health care communications.

Towards more compassionate branding

Health care branding should respect both medical truth and human dignity. Minor adjustments in naming and messaging can lead to significant impact:

– Engage patients and caregivers in naming and communication choices.
– Test language with diverse, real-world audiences prior to campaign launches.
– Steer clear of diagnostic labels in public-facing titles (e.g., “Hope Centre” rather than “Cancer Centre”).
– Opt for metaphors that uplift without unintentionally inflicting pain.

Final reflection

Health care providers may perceive strength and clarity in labels like “Cancer Centre” or initiatives such as “Carry the Fire.” However, healing encompasses more than clinical proficiency. It also involves empathy, language, and meeting patients at their level.

In a field grounded in care, our language should provide comfort as much as it educates.

Hamid Moghimi is a health communicator and registered practical nurse.