The Situation:

When we first started with Mayfair Diagnostics they were a relatively new division of Radiology Consultants Associated of Calgary that focused on being a private CT and MRI provider.  Their marketing efforts focused predominantly on directory and traditional advertising. They needed to establish a separate corporate identity from their parent firm, develop clear positioning, develop a new website and more importantly, they needed a more cost effectively means to promote their business to doctors as well as the general public.

The Challenge:

Mayfair had to develop positioning that made sense to both doctors and the general public. At the time private healthcare had a bit of a stigma with doctors, so we needed to soft peddle the obvious benefit of shorter wait times than the public system for fear of a doctor backlash.  In addition, many physicians were unfamiliar with the benefits of MRI and eventually the 64 slice CT technology, so we needed to provide educational content for both patients and doctors.

The Approach:

The basic approach was to position Mayfair's value proposition as "Know Now" which immediately highlights the benefits of CT and MRI to doctors and patients alike without bringing up public healthcare wait times directly.  We updated their overall look to reflect the premium brand image and built a website and advertising campaign around the new positioning. We shifted the consumer focused campaign into a greater balance between patients and doctors using a combination of on-line advertising, radio, direct mail and updated requisition forms.  The requisition forms made it easier for doctors to order tests and refer patients while providing useful information to patients. In addition, we implemented an on-going patient satisfaction survey that continues to provide excellent patient feedback for each major step of their experience.

The Results:

The brand update stuck and resonated with doctors and patients.  Doctor referrals increased and website traffic and web inquiries increased dramatically. The patient satisfaction survey has seen improvements in every service stage since the survey began several years ago. We have repeated the process with each new service released, the most recent being the 64 Slice CT angiography.

Program Deliverables

Design:

• Define the brand and positioning
• Define the sales economics and success criteria
• Develop the creative brief and marketing plan
• Develop key sales messages and campaignable idea
• Competitive review and keyword research

Build:

• Develop and maintain the website
• Design new patient requisition forms
• Develop soft-sell sales landing pages
• Develop the on-line advertising campaign
• On-going satisfaction survey and reporting
• Analyze and segment doctor data for direct marketing

Grow:

• Manage on-line advertising campaigns
• Prepare direct marketing campaigns
• Develop local search profiles
• Campaign and website tracking and custom reporting
• Search engine optimization
• Banner ad development
• Performance tracking and analytics