Best Brand Renovation Award: RBMA Quest Awards 2019

The Radiology Business Management Association (RBMA) is the leading professional organization for radiology business management, RBMA has existed for 50 years. In 2006 the first Quest Awards were presented for categories such as; Cause-Related Marketing, Website, and Advertising among others. The RBMA Quest Awards is a program recognizing those radiology practices that have excelled in their marketing campaigns. Radiology groups can enter multiple categories, but may not enter the same presentation for two different categories making each entry unique. The Quest Awards are presented during the RBMA Spark Conference each year; this is the marketing conference held annually by the RBMA. For the 2019 Quest Awards Medical Diagnostic Imaging Group submitted one entry for the “Best Brand Renovation,” and we are proud to announce that our presentation was the winning entry in this category.

What issues did we face, which caused the “Best Brand Renovation”?

Our “Brand Renovation” began with a new logo for Vascular & Interventional Physicians (VIP), a sister company of MDIG; we wanted to create a cohesive look across all sister brands. First, we updated the layout and font for the new logo. Second, we used the new MDIG colors to make sure the VIP logo was on brand. Now that we had our new logo and brand colors, we had to update our website, which was plagued with multiple issues. The last time our website was updated was in 2016, and we found that not only did the site have numerous coding errors, but the site was not mobile friendly we knew that we had to start from scratch. The lack of mobile responsiveness was only the beginning the old website was missing; https security, schema, on-site content, and the User interface (U/I) was outdated. The user experience was our foremost priority when we started to focus on the website renovation and updates. We also wanted to create a hub for Interventional Radiology (IR) where patients and providers could obtain more information regarding IR. Our goal was to create a new; mobile-friendly, user-friendly website with multiple pages of IR related content, and a form fill for patients or providers to contact us.

What were the results?

Originally our website was one landing page with limited information and an outdated user interface which wasn’t mobile friendly. Our new website includes drop-down menus making all the site information easy to access without having to dig through one long landing page and outdated information. On our new site, visitors can fill out one of two forms, “Request Appointment” or “General Inquiries,” which automatically notifies our staff to follow up with the contact request. Since the new VIP website launched, we have received positive feedback from both patients, and referring providers, and we have received multiple appointment request via the form fill. Our new layout keeps visitors on the site longer and provides them with the information they are looking for when trying to figure out which provider to choose. We are proud of this brand renovation and happy to provide our patients, and community with a HUB for Interventional Radiology that is easy to navigate.

Our brand renovation included updating all of our physical marketing material; VIP has been serving the Phoenix Valley for over 12 years. We created new handouts and started going out to introduce everyone to our newly renovated brand. We linked our social media pages to our website and set up a Google My Business page then updated all the content with our new logo, and brand colors. We are proud of what our hard work has turned into, and we are honored to receive this year’s Quest Award for “Best Brand Renovation.” We would also like to thank RBMA for their commitment to radiology, and the advancement of radiology business management.