Case Studies: Renaissance Radiology
RED Marketing & Renaissance Radiology Medical Group, Inc.
The objective of RED Marketing's campaign was to announce the debut of Renaissance Radiology Medical Group, Inc.'s new center and educate both patients and physicians about the imaging services available to the community.
Harmonizing the relation between the of art the of the human body and medicine, RED Marketing incorporated Leonardo Da Vinci's Vitruvian Man into the design of Renaissance Radiology's eye catching pieces. RED took the first steps in launching a successful collateral campaign for both patients and physicians by creating a practice folder with five inserts, a physician referral pad for referring physicians, two direct-mail postcards and a patient folio with inserts.
Keeping with the theme and spirit of the Renaissance, RED also kicked off the start of Renaissance Radiology's branding campaign with the tag line, "The Art of Radiology," creating rococo-type picture frames to border the physician photos and heart and body images. Using detailed touches throughout, RED incorporated calligraphy style text for Da Vinci's quotes next to the picture frames and imposto paint strokes to create a textured appearance.
Like many new radiology facilities, Renaissance Radiology's marketing budget was limited. Their emphasis was to put more dollars towards the referral physician marketing rather than media. RED not only stayed within Renaissance Radiology's collateral budget of approximately $90,000, but RED was also successful in training staff to personally market to the patients and referring physicians. Since collateral is just one piece of the pie in an imaging center's success, RED supplied the staff with dynamic strategies to satisfy the needs of the current patients and bring in new ones. In addition, the facility's radiologists were trained in methodologies focused on reaching out to other referring physicians. RED essentially created the road map for Renaissance Radiology's new image and full marketing campaign.
Although difficult to track exact dollar amounts that result from a partial (collateral & training) marketing campaign and a start-up facility, Renaissance Radiology's return on investment has been based on the fact that all modalities are running to capacity to this day with additional revenue coming from consumer physician education on CT and calcium scores.