Healthcare · Molecular imaging services
MIS
A repositioning from imaging services provider to practice partner.
One campaign now carries physician and patient materials, tradeshow booths, social profiles and the website, and it says what MIS does for a practice.
IndustryHealthcareMolecular imaging services
ServicesBrand and Creative, Digital Infrastructure
EngagementPositioning for two audiences, then the brand and the platform
Websitemismedical.com
The challenge
The materials described a service. The company had become a partner.
Designed years earlier, the existing materials had fallen behind the business. MIS needed to address brand, positioning, and messaging together, as one piece of work.
The gap sat in what the brand claimed. MIS works as a partner to the practices it serves, helping them grow, which is a different offer from supplying imaging services. The materials said the second thing and left the first unsaid.
That argument has to reach two audiences from one identity. The practice weighing a service decision, and the patients that practice sees.
The approach
One commercial engine.
One campaign, built for the cardiac community, then rolled out everywhere at once. Physician brochures, patient brochures, tradeshow booths, social profiles, and the website all carry the same look and the same argument.
Brand, positioning, and messaging developed together around what MIS does for a practice, which is the sentence the old materials were missing. One campaign for the cardiac community then deployed across physician and patient brochures, tradeshow booths, and social profiles, so every surface reads as the same company.
The website rebuilt as the surface every other channel points back to, so a brochure, a booth conversation, and a social profile all end in the same place. Built alongside the campaign, which is what kept one look across channels that usually drift apart.
The impact
One look, every channel.
MIS works as a partner to the practices it serves, and now the platform says so. An education library sits at the center of it, and that structure carries into the physician and patient materials, the conference booth and the social profiles.Every channel resolves to the same argument. A practice manager who meets MIS at a conference, on a leave-behind and on the site meets one description of what the company does, and meets it three times. Repetition is what turns a description into a position.
What we delivered
The work, itemized.
- Brand, positioning, and messaging
- Visual identity refresh
- Cardiac community campaign platform
- Physician and patient brochures
- Tradeshow booth design and graphics
- Website design and build
- Social profile refresh
- Omnichannel rollout plan and sales collateral