With a history spanning more than 30 years, this Pennsylvania client had earned an excellent reputation as a leading radiology practice in their market. A substantial portion of their revenue came from hospital-based imaging. When the hospital initiated their RFP process, however, the radiology practice decided not to respond. This decision positioned them solely in the outpatient imaging arena which precipitated the need for a systematic marketing program. The program needed to replace 40% of their business that previously came from the hospital’s “built-in” revenue stream.