University Medical Imaging

University Medical Imaging is an affiliate of the University of Rochester Medical Center and this is significant for two reasons:

(1) it allows for access to the latest research but being privately owned gives it the flexibility to respond to patient needs and (2) it is often confused with University Imaging which is wholly owned by URMC.

In addition, the market was changing. Our audiences were focusing on safety as well as the patient experience. The current brand identity was all about technology. Technology was still an important factor, just not the most important. UMI was looking for an identity that could embrace all these elements while making them look contemporary and in a leading-edge position.

The Marketing Collaborative interviewed UMI radiologists, staff, and those close to patients. A key finding was that referring office staff was making the decision more often than the physician. They often chose a radiology site based on convenience for them and the patient. We needed to increase their awareness of the staff available to make their lives easier as well as the importance of the medical expertise available at UMI.

We also uncovered a true point of difference for patients — UMI strives to make each patient experience a comfortable one, tailored to their needs. No two patients are alike, nor two exams. They are treated as individuals.

With that in mind, we set out to create a marketing initiative that reflected their new value proposition.

Key Marketing Elements

Create a new Brand Identity including a logo and positioning line that reflected their culture.

Bringing their brand alive on their website by featuring their staff as well as physicians. Unlike other patients/doctor visits, radiology patients don’t meet their radiologists, therefore causing much confusion as to who is the radiologist, what they do, and the importance of their expertise.

They invested in new photography and bios that balanced their professional expertise while capturing their personalities. And we extend that brand to all marketing materials – letterhead, business cards, signage, brochure, radiologist inserts, bios, and advertising.

Intro

Why you need a healthcare marketing consultant:

I bring stability to the marketing function

I bring stability to the marketing function

My proprietary process gives me insight into your business to develop unique solutions

My proprietary process gives me insight into your business to develop unique solutions

If you can’t afford a full-time marketing director

If you can’t afford a full-time marketing director but have full-time issues, me and my team can be your solution.

You don’t have to be a marketing expert, I do.

You don’t have to be a marketing expert, I do.

Hire a specialist, not a generalist. My specialty is healthcare marketing and has been for over 20 years.

Hire a specialist, not a generalist. My specialty is healthcare marketing and has been for over 20 years.

Contact

Need an hour to discuss your healthcare marketing dilemma? Call Cathy at 585.216.5766
or
email her here.

Lakeside Healthcare Systems

Lakeside, located in Brockport, NY, is a small community hospital with 100+ beds. They had recently hired a new CEO and physicians that changed the face of the health system. They soon realized that public perception and the reality of what they had to offer was distinctly different. That’s when The Marketing Collaborative stepped in and took those assets and made them visible to the outside world.

Why my mother and many leaders are confused about healthcare marketing.

As a healthcare marketing consultant (or CMO for hire), I’m asked the same questions about marketing consistently and it’s clear that there are many misconceptions about my profession. From CEO’s to my mother, there is truly a fundamental lack of understanding of what marketing is and can accomplish. So, I began asking clients and colleagues in this space why this might be.

Han-Tek Integrated Handling Systems

Han-Tek Integrated Handling Systems was experiencing the downturn in the economy and the shutter of many manufacturing companies in the North East where they did business. Furthermore, competition for those remaining companies was strong.

Cornell University Computer Science

With only two months lead time? Impossible? With only two months lead time? Well almost.
That was the assignment and some of the challenges we faced but we also recognized that it was an opportunity to work with an outstanding university and an exciting program which included having Bill Gates at the dedication of the Bill and Melinda Gates Hall.

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Geneva Community Health

Based on our research we recommended, and FLCH agreed, that we would market each location by their health center names — Geneva Community Health, Port Byron Community Health. There was also confusion in the market place as to our affiliation with the hospital system — Finger Lakes Health. We are not affiliated.

Whitney Young Health

How do you inspire trust and confidence in a diverse urban community?

Need an hour to discuss your healthcare marketing dilemma?

Call Cathy at +1 585.216.5766
or email Cathy Here

CONTACT US

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