Rhode Island Medical Imaging
Is it possible to quickly build community and raise awareness?
Rhode Island Medical Imaging (RIMI) needed to enhance its marketing strategy, tactics, and messaging to reflect its advanced practice and compassionate approach. The company also wanted to make it clear that patients can choose their own medical imaging provider — and, of course, to encourage patients to choose RIMI.
We connected emotionally with the audience through a series of patient and staff videos built around the theme of “seeing the unseen.” We also leveraged diverse marketing opportunities to raise awareness of RIMI, provide education about medical imaging, and ultimately influence increased patient selection of RIMI. Tactics included paid and organic social media, TV, print, digital, PR, events, and partnerships and sponsorships.
In 2019, RIMI earned 64 media placements and saw double- and triple-digit growth across all social media platforms, with engagement rates up to 18 times higher than industry average. Single-post engagement on Instagram regularly reached 27+% (average is 4%). A national industry conference asked RIMI to speak about its social media success and best practices. And many patients reported that they chose RIMI after seeing some element of this campaign.
RIMI patients and staff tell heartwarming and insightful stories about RIMI in this series of powerful videos.
Sharing videos through various social media channels helped us rapidly expand RIMI’s online presence and community.