NightShift Radiology Awareness Campaign

NightShift Radiology has been providing on-call teleradiology solutions to nationwide radiology groups since 2001.
 
In 2006, NightShift enlisted the integrated marketing approach of Michael & Partners to help increase brand recognition and maintain regular touchpoints with target customers in an increasingly competitive teleradiology market.
 
M&P developed a sophisticated look and feel for the brand while creating collateral pieces for NightShift's presence at the RSNA trade show. In the sales collateral and in trade publication ads, M&P paired a unique X-ray image treatment with a series of clever headlines using crisp, modern layouts to set the brand apart from the loud, text-heavy competitor ads.
 
In addition to recommending and implementing advertising in trade publications, M&P developed a direct mail campaign – a first for NightShift – with a strong tie-in to the ad layouts to maximize visual repetition and recognition with the target audience. This direct marketing effort successfully increased NightShift's Web traffic while serving as another vehicle for brand reinforcement among their target customer base.

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