Client:         MD Imaging (Medical Diagnostic Imaging)

Product:     Digital Radiology Services

     This Radiology practice has been providing professional services to a number of hospitals in the area for many years, However, the name of their group was not widely known. The practice was opening a new facility on its own but will continue to provide services for the hospitals and must balance the needs of growing a new practice without adversely affecting their hospital relationships.

     The group will continue to provide professional services to the hospital but will create a new identity and name for those services being performed at the new facility. The new name, logo and corporate identity will provide an opportunity to position them in the market with a fresh approach and without being directly connected to the hospital.

     The group will position themselves based on their new digital technology, the expansive services that will be offered and the credentials of the physicians who will be providing the diagnostic services. The campaign will use a combination of print, radio, direct mail to referring physicians and marketing calls to referring administrators. It will also include public relations, collateral material designed to educate the patients and referring physicians on the comprehensive list of services that are provided.

The Results:

     Although still in the early stages of development, the initial results have been very good. There has been positive acceptance by referring physicians of the marketing materials, including the new name and logo. A front-page press release was secured, which announced their grand opening and expounded on the advanced technology being offered. The initial radio campaign generated call activity. The billboard has shown a strong recognition rate, and a comprehensive website with both a “flash” and html option was developed.

     Lastly, we created an interactive tutorial cd-rom, which gives referring physicians the ability to see a demonstration of how to access their patient's exam in real time through a secure website portal. Although results are just starting to be quantifiable, this case study helps to illustrate the strategies that were employed to launch a new company and to start the branding process.

Logo Design
Print Ad
Brochure/Collateral
Direct Mail
Billboard