Southwest Diagnostic Imaging (SDI) provides diagnostic and interventional radiology through 22 outpatient imaging centers. SDI has more than 65 board-certified radiologists with experience in neuroradiology, nuclear radiology, pediatric radiology, vascular radiology and interventional radiology.
SDI includes three separate affiliate brands with their own websites, logos and company identities: SDI, Valley Radiologists and Scottsdale Medical Imaging (SMIL). Our goal was to create a public transition of these brands into one, unified SDI parent brand. We started this process by bringing in people from each affiliate to work together to create a common brand everyone approved and could be proud of.
SDI also needed an appointment scheduler and could not find an off-the-shelf solution to meet its needs. We collaborated closely with the stakeholders from different affiliates and planned out a custom solution that made it easy for patients to make appointments, which resulted in freeing up time for SDI staff members.
We worked closely with the client to create a look and feel for the brand that incorporated a sense of the three affiliates coming together, as well as the atomic nature of radiology, into one design. Through client feedback and collaboration, we were able to create a logo and tagline that represent the new, integrated brand identity. We then translated that into a clear brand transition plan and standards so SDI and its affiliates could maintain uniformity across all marketing efforts.
We created a custom application that allows patients and office staff from referring providers to schedule diagnostic tests online. By using a responsive framework, the software provides the same experience for the user, whether on mobile or desktop. The app lets patients pick their preferred time for an appointment and provides them procedure preparation information and details, all while seamlessly integrating with SDI’s systems and maintaining HIPPA compliance.
To help convey the human side of SDI, we created videos showing the caring staff and their approach to thoughtful and attentive patient care. By giving a behind-the-scenes look, we were able to get the message across that SDI truly cares about the patient experience.
We created collateral pieces based on new elements that were created during the branding exercises.
“We are very pleased with the progress we have made. This was an exciting process that I thoroughly enjoyed.” -Val Cina, Chief Revenue Officer
“Very, very slick!” -Rodney Owens MD, President of SMIL and SDI Board Member