PRIVATE MRI SERVICES

REPOSITIONING

CLIENT

MRI Plus


SECTOR

Medical


SERVICES

Campaign Strategy

Positioning & Pricing Analysis

Customer Journey Redesign

SITUATION

Public awareness that privately operated MRI scanning machines were available to book without a doctor’s consent was almost nonexistent.

MRI Plus had identified an opportunity to position itself as an answer to long NHS waiting lists. They reasoned that with greater public awareness in regions where they had available machines, they could swiftly and cost-effectively address concerns.


QUESTION

How do you raise awareness on a budget, appeal to the concerns of residents within a radius of available MRI machines, and make the booking process as friction-free as possible?

Sign with orange background that reads 'Don’t guess it. MRI Plus it.' in large blue and white letters. Additional information at the bottom says 'No doctor referral required' and 'Book same day. Open 7 days'.
Sign with orange background that reads 'Don’t guess it. MRI Plus it.' in large blue and white letters. Additional information at the bottom says 'No doctor referral required' and 'Book same day. Open 7 days'.
A bus stop shelter with a digital billboard advertisement promoting MRI scans, featuring a cartoon man with his hand on his back, with light trails from passing vehicles in the background.
A bus stop shelter with a digital billboard advertisement promoting MRI scans, featuring a cartoon man with his hand on his back, with light trails from passing vehicles in the background.
Billboard advertising MRI Plus, featuring a cartoon illustration of a woman running, with text encouraging self-referral for MRI scans, no doctor referral needed, open 7 days a week.
Billboard advertising MRI Plus, featuring a cartoon illustration of a woman running, with text encouraging self-referral for MRI scans, no doctor referral needed, open 7 days a week.
A person with curly hair lying on their stomach, holding a smartphone, with the question 'Where does it hurt?' and answer options including Head, Neck, Back, Abdomen, and Joints.
A person with curly hair lying on their stomach, holding a smartphone, with the question 'Where does it hurt?' and answer options including Head, Neck, Back, Abdomen, and Joints.

WHAT WE DID

  • Identified a public awareness gap when it came to private sector MRI services

  • Repositioned the brand to stand out in a competitive but ambiguous market

  • Redesigned the online buying journey to remove unnecessary blockers

  • Developed a simple, scalable, cost-effective go-to-market plan and advertising campaign


THE OUTCOMES

  • An aligned SLT on the business opportunity

  • Simplified customer engagement process

  • Clearer, more robust pricing model

  • Compelling messaging to explain the offer value

  • Practical ready-to-go awareness and customer onboarding campaign

  • Alas, no sales data – even with overwhelming support, the CEO chose not to execute the campaign

Text saying 'Hello. Take a seat. We'll be right with you.' in blue and orange on a black background.
Text saying 'Hello. Take a seat. We'll be right with you.' in blue and orange on a black background.
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