Varicose veins and spider veins can be painful and sometimes result in serious medical problems like infection or reduced mobility. As one of the only vein services practice in metropolitan Washington accredited by a distinguished medical commission, the Fairfax Vein Center provides safe, effective minimally invasive treatments. To strengthen awareness and boost their share of the competitive vein services market, our campaign used unexpected imagery to capture attention. This created opportunities to effectively communicate key messages about the benefits of the vein center’s services relative to other treatment approaches.
In an environment crowded with marketing messages, sometimes it pays to be a little evocative. In an integrated campaign deployed across print, broadcast and outdoor media, we used the headline “It’s really smart to go TOPLESS here once a year” to draw attention to Princeton Radiology’s women’s services brand and bolster their mammography business. The campaign also included guerilla marketing initiatives that engaged consumers and referring office staff face-to-face for maximum impact, as well as in-facility signage to help cross-sell breast imaging services to patients visiting for other procedures.
“What do flowers and women’s breasts have in common?” That’s not a question you would expect to hear every day—which was why it was so effective in drawing attention when we used it as part of a comprehensive launch campaign for Fairfax Radiological Consultants. Serving the highly competitive healthcare market in the Washington, D.C., metropolitan area, the practice was the first in the nation to install an important new diagnostic device to perform ABUS screenings, which increase the early detection of breast cancer in women with dense breasts.
For many years, a medical group in Northeastern Pennsylvania had operated primary and specialty care practices, imaging centers, medical laboratories, physical therapy facilities and sleep centers in the region—under six different brands. There was little-to-no unity among those brands to create a sense of a single organization, offering a substantial depth and breadth of clinical services. Marketing Works advised them that it was time to more strongly assert their combined presence as a leading healthcare institution in Greater Scranton. Our team developed a new, cohesive brand hierarchy and a program to re-launch this organization as Viewmont Health Associates.
Yes, Breast Cancer Awareness Month presents an outstanding opportunity for women’s imaging providers to build brand equity, while also serving the public by encouraging healthy preventive-care practices, like staying current with annual screening mammograms. The problem, however, is that the month of October always becomes very crowded with the “noise” of numerous breast cancer-related messages from many, many sources. How do you keep women from just tuning it all out? For RMI, a radiology practice serving Central Michigan, Marketing Works succeeded in getting the attention of area women, through a campaign centered on a single, provocative message: that RMI is a woman’s “New Breast Friend!”.
Over the years, Princeton Radiation Oncology had assembled a team of expert physicians and an inventory of state-of-the-art radiation therapy technology. This enabled them to provide, within their local community, a world-class level of cancer-fighting capabilities. They now needed a way to spread the word that a caliber of cancer care, for which patients often readily traveled far afield to major metropolitan areas like Boston, New York or Philadelphia, was now available “right in the neighborhood.” To help Princeton Radiation Oncology achieve this goal, Marketing Works deployed campaigns centered on two major themes: “There’s No Place Like Home” for breast cancer care and “Home Field Advantage” for prostate cancer care.
Public awareness has increased in recent years of the need to be attentive to medical radiation safety—especially when it comes to imaging exams for children. As such, Princeton Radiology understood the importance of getting the word out to medical offices when they appointed a highly trained pediatric radiologist to their team of physicians. To help Princeton Radiology accomplish this, Marketing Works developed an outreach program that used a unique delivery medium—a child’s sneaker filled with candy in a bouquet-like arrangement—as an evocative, physical representation of the new radiologist’s careful and caring approach to pediatric imaging.
Since their inception, this obstetrics and gynecology practice serving women in the Greater Washington, D.C. area had been using a cartoonish-looking stork as their brand identity. They agreed it was time for a change. Based on an exhaustively researched marketing plan, Marketing Works developed a new brand for Physicians & Midwives that emphasized their key differentiator: the collaborative approach and personalized attention to each patient that comes from the unique model of having certified nurse midwives intensively involved in each patient’s obstetric and gynecologic care, complementing the high-level clinical expertise of distinguished physicians trained in the most current technologies and practices in the specialty.
The right doctor, right away. When OSS decided to market Urgent Care they had to find a way to differentiate themselves from the hospital ER. The campaign focused on those key areas that clearly separated them from the hospital experience. So, when orthopedic ouch happens, OSS is the right choice for short waits to see an orthopedic specialist.
What’s the difference between a name and a brand? A name—for example, “Joe’s Pizza,” “Anytown Auto Service” or “Outpatient Imaging Center”—merely identifies a business by giving the public some idea of the category of products or services it offers. A name, in other words, is generic. A brand, on the other hand, is something memorable and evocative, helping to tell a story as well as capture and communicate a sense of personality that is unique, or different from any other business in the general category. To help an operator of medical imaging centers across the U.S. evolve to the next level, from having just a collection of names for its wholly owned facilities, Marketing Works created a compelling brand to differentiate them as an “Oasis” of attentive, personalized care, where patients could expect much more than just the typical, expected, impersonal clinical experience.