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CASE STUDY: BEST OPEN MRI
When Dr. Oliveros contacted us, we were as surprised as anyone to learn that Sebring, Florida - popular destination for thousands of Snowbirds - was also a hot bed of competition for imaging centers. With two major hospitals and a half dozen private practices operating walk-in clinics for X-ray, CT scan and MRI imaging, the Doctor faced stiff competition.
After a long fact-finding session with our new client about his business, and hours spent researching the medical imaging business in general, we came back with a drastic solution. We wanted to completely rebrand his clinic starting with a name change. The doctor's wife gasped but to his credit and our surprise, Dr. Oliveros considered our presentation for about 60 seconds before declaring, "Yes, it makes sense - let's do it."
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When we learned that our client had the most advanced Stand Up open MRI in the entire region, the new name was a natural. Central Florida Open MRI became Best Open MRI and the name became the message. We did away with the old Florida green and gold colors reminiscent of tourism campaigns from the 1980's and introduced a striking new logo using blues and white.
The new slogan - It's Your Choice - reminds patients that they don't have to go to an older facility in a hospital just because their doctor suggests it - they have a choice so why not choose the best? We carried the new design theme through a series of postcard-sized ads for the local newspaper and for medical fair giveaways.
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"I would like to thank you for your expertise and assistance in bringing about the wonderful changes to our business."
Fabio Oliveros, M.D. |
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During the winter months when Sebring's population more than doubles in size, we sharply increased local cable TV exposure. Small market rates allowed us to saturate the top tier stations with our new commercials. The first commercial we produced took direct aim at the competition's short comings and the second spot asked patients to help their doctor choose the "Best" imaging center for referral. Finally, we designed a website bestopenmri.com that gives a detailed explanation of the procedures and three compelling reasons for patients to Choose Best. |
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Help Your Doctor |
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Within months, the business took a dramatic upswing. These days, not only is Dr. Oliveros' imaging center
the best in the tri-county area, but now everybody knows it. |