We Always Lead with Results

Oversaw the marketing launch of 3 new office locations (Brookfield, Southbury, and New Canaan)

Produced over 80 pieces of collateral and promotional items

Achieved 485% increase in website traffic from Oct 2021 to Sep 2023

Website averages 2,300 sessions per month, with about 82% of that traffic coming from organic search

The Challenge

Despite its outstanding services and technological advancements, Connecticut Breast Imaging faced several significant challenges. The practice struggled with a lack of brand awareness and recognition, both for its state-of-the-art facilities and its highly qualified team of radiologists. Previously, potential patients chose competitors due to habitual referrals and inconsistencies in online information. Additionally, as an independent entity affiliated with hospitals but not employed by them, Connecticut Breast Imaging did not receive adequate promotional support from these institutions. Furthermore, the practice’s previous marketing and branding efforts were misaligned with the leadership’s new vision for breast imaging services and inclusivity. This situation necessitated a strategic marketing overhaul to enhance brand visibility, correct misinformation, and highlight the practice’s unique offerings and patient-centered approach.

The Solution

Brandmark Studios partnered with Connecticut Breast Imaging to revitalize its brand and expand its market presence through a comprehensive strategy. This involved rebranding with a new name, logo, and tagline, and conducting thorough marketing research and a digital audit to identify areas for improvement. The strategy also included developing a user-friendly website, implementing SEO, creating engaging content, and managing social media to boost online visibility. Additionally, Brandmark Studios executed targeted media planning, sponsorships, and creative campaigns to increase community recognition and engagement, alongside producing professional photography, podcasts, public relations materials, and branded collateral. This multifaceted approach aimed to elevate Connecticut Breast Imaging’s profile, attract new patients and referring doctors, and reinforce its commitment to exceptional patient care.

Market Research, Digital Audit, and Strategy

Brandmark Studios initiated the process with market research and a thorough digital audit to understand Connecticut Breast Imaging’s position within the healthcare landscape within the US and locally. By utilizing customer personas, and analyzing the nations’ breast imaging and cancer statistics, local competitor strategies, and current patient needs through surveys, we identified key opportunities for growth and developed a comprehensive marketing strategy. This foundation ensured that we fully understood their audiences and that all subsequent efforts were data-driven and aligned with the practice’s goals of enhancing patient experiences, exceeding referring physician’s goals and expectations, and expanding Connecticut Breast Imaging’s reach and impact in Connecticut.

Brand Identity – Name, Logo, Tagline

Brandmark Studios spearheaded the complete rebranding of Connecticut Breast Imaging, formerly known as Connecticut Women’s Imaging, to better reflect their mission of inclusivity and comfort for all patients. The rebranding included a new name that resonates with a broader audience and a modern, abstract logo inspired by the prior logo’s butterfly. This symbol of hope and positivity features intersecting rays of energy and radiation, with subtle wing shapes forming interior and exterior breast outlines. The decisive name change from ‘Women’s Imaging’ to ‘Breast Imaging’ intends to welcome anyone and everyone with breasts as the practice firmly believes in delivering accessible care to all patients, backgrounds, and orientations. The new brand identity is both thoughtful and transformative, aligning perfectly with Connecticut Breast Imaging’s values and enhancing their visual presence in the industry.

Outreach – Media Planning, Print and Digital Advertising, Sponsorships, and Public Relations

To enhance Connecticut Breast Imaging’s visibility, Brandmark Studios executed precise media planning and buying strategies, focusing on specific geographies and audience profiles. We crafted compelling campaigns for print and digital advertising, spotlighting the practice’s esteemed physicians, serene office environments, advanced services, and patient-centric approach. By securing strategic partnerships and sponsorships, we not only amplified brand awareness but also garnered media coverage and public attention. Additionally, the outreach events served as pivotal platforms to showcase services, engage with targeted audiences, and foster industry connections, thereby bolstering positive brand associations, lead generation, and overall engagement. Our adept press release writing and distribution efforts effectively showcased Connecticut Breast Imaging’s achievements, announcements, and community involvement, solidifying their reputation as a trusted authority in breast imaging.

Collateral, Promotional Items, Office Materials, Signage, and Waiting Room Video

Brandmark Studios meticulously crafted over 80 pieces of collateral and promotional items to ensure a cohesive brand experience across all patient interactions. From informative brochures and handouts to Connecticut Breast Imaging’s innovative Comprehensive Script and Breast Imaging Ordering Guidelines, every piece featured compelling copy and enticing designs, delivered on-time and within budget. Office materials, including appointment cards and custom stationery, were meticulously designed to reinforce brand consistency. Additionally, we produced signage and a waiting room video to create a welcoming and informative environment for patients. These efforts collectively reinforce Connecticut Breast Imaging’s new identity and commitment to exceptional patient care, elevating the overall patient experience with each interaction.