With twenty-one facilities across the country, Nydic Medical Imaging (previously Nydic Open MRI of America) was one of the largest companies in the United States to offer outpatient diagnostic imaging services.
FrogDog Communications handled all of the marketing communications for Nydic Medical Imaging. FrogDog developed and carried out its marketing communications strategy, developed all marketing and advertising pieces, identified and reviewed potential communication activities including public and media relations, and provided direct support for all Nydic facilities.
The Challenge
Nydic needed to identify its competitive strengths and weaknesses in the local markets it operates in and, thereby, identify best practices that could be applied at every Nydic facility.
The FrogDog Solution
FrogDog and Nydic identified high-performing facilities with potential best practices to duplicate. Nydic interviewed each facility’s general manager in depth, conducted a strengths analysis, and surveyed its sales representatives to identify replicable practices and opportunities to provide support in marketing efforts.
FrogDog and Nydic also identified facilities with the most potential for growth to interview and determine opportunities to improve.
Based on the findings from our
strengths, weaknesses, opportunities, and threats (SWOT)
analysis, FrogDog made recommendations to Nydic, both for individual facilities and for best practices that could be applied across the company that would streamline the company’s brand identity, ensure communications were more strategic, and ultimately boost the MRI scan rates for all sites.
FrogDog identified subsections of client target groups and developed specialized messages and marketing pieces for each group of referring physicians.
FrogDog identified the most successful sales techniques and helped Nydic to conduct a series of meetings with facilities to share and adopt best practices.
FrogDog made recommendations for improving overall marketing communications, competitive intelligence efforts, sales activities, brand development, and marketing collateral development.
As a result of these recommendations, FrogDog bolstered the company’s core marketing materials with numerous new pieces, helped to instill a more regular schedule of marketing activities, and helped to ensure all facilities were promoting a consistent brand identity with key strategic messages.
FrogDog also developed, as a result of the SWOT analysis, a toolkit for quarterly marketing campaigns and sales activities, which provided each facility with tools and timelines for marketing efforts. For example, the first quarterly campaign helped each facility to change the key factors on which Nydic was competing with other centers by educating referring physicians on why Nydic’s medical images and reports met the highest standards.
