It can be very easy to get caught up in the “expected” in the healthcare world. There’s a certain way people expect their healthcare providers to look, and if we don’t actively work against falling into that “expected” cycle, it’s easy to look like everyone else. Looking at Delaney Radiology’s original look for their women’s imaging program, it fell right into that category – even though their service was far from expected. In fact, their service model across the whole organization, but specifically women’s imaging, was the exact opposite – it was remarkable. Our goal for this campaign was to externally reflect the remarkable internal product and then share that new look and message with their current and potential patients, as well as the referring community.