MODERN RADIOLOGY

Case: Modern Radiology is headquartered in southern Puerto Rico, and has five locations in the Ponce, Yauco and Sabana Grande areas. Modern Radiology is currently expanding its services by moving its Yauco office to a new location allowing for additional services to be offered and opening a new center in the San Juan area. The centers are highly recognized via its owner’s, Dr. Gamalier Bermúdez’s, vast experience and trajectory excellence, in the radiology industry, of 28 years. Modern Radiology is most notable for its cutting edge technology, highly skilled specialist doctors and friendly, professional service. Given the competitiveness of the radiology industry and Modern Radiology’s rapid growth, strong brand awareness and perception was fundamental to continue to build customer brand loyalty. Moreover, Modern Radiology needed a cohesive, self-sufficient brand identity and essence that could communicate its brand promise and sustain a growing platform, as well as brand management direction in order to achieve implementation consistency.

Challenge: Execute the four tier branding process to establish the correct brand direction that will differentiate Modern Radiology from its competition.

Result: Aligned Modern Radiology’s brand strategy through comprehensive research including quantitative study, benchmark study, competitive analysis, and trend study.Developed new brand identity, including logo and slogan, as well as experiential material, advertising strategy and creative artwork in line with the new brand strategy. Developed brand management strategies and performed first of a series employee brand adoption and training programs. This project is currently on the Brand Management and Experience Phase, thus ongoing.