Metro Imaging, a local diagnostic imaging provider, challenged Geile/Leon to develop a new, more aggressive campaign that would reassure independent doctors and patients that despite the Mercy acquisition, their model of accessible and affordable imaging has not changed. It should also clearly communicate Metro’s value proposition to patients so they’re empowered to ask their doctor to go to Metro, instead of hospital radiology and drive website engagement with their online pricing tool and continue to increase patient volumes
Geile/Leon developed a new Clear Choice campaign that focused on a more direct/aggressive messaging approach. The style was clear, simple to understand and provided several clear competitive differences between hospital radiology services and Metro Imaging’s offerings. Those differences are: lower costs, OnSite results that give you peace of mind, upfront costs online so you know the cost before you go and provide an environment where the patient experience always comes first. G/L developed a series of three, :30 TV spots that focused on each message above.
The Clear Choice campaign was just launched in late March 2019 but there’s been a significant year-over-year increase in both the volume of inquiries and patients as well as continued awareness and participation of the new online tool.