Good names. Market research reveals semantic differences in common health care names.

Using a research technique that combines a quantitative method adapted from linguistic science and conventional qualitative methods, the authors explore consumers' understanding of key terms--"primary care" vs. "family care," "hospital" vs. "medical center," and "aesthetic" vs. "cosmetic"--used in names for health care services. Their results reveal semantic differences that clearly point to names that optimally position these medical services in the local and regional marketplace.