Western Radiology
Background
Western Radiology, the industry leader in Western Australia for medical imaging services, had long held their pole position in the market. A frequent advertiser with The West Australian, they faced upstart competition who was opting to use print to chip away at their market share. I was approached with the opportunity to create smaller ad space positions than their usual full page executions, allowing economical brand awareness executions.
Project background
Due to the prohibitive nature of full page executions, Western Radiology needed new materials and angles for different sizes, specifically quarter page horizontal executions. While other competitors were angling in on the angle of low prices, Western Radiology as the market leader saw an opportunity to stay out of the price war and focus on their reliability, both time and results wise. With this, a slogan was born.
'when time and trust matters'
Process
The clients main goals where to focus on the time and trust aspect, whilst being relatable to the target demographic of middle-aged patients who don't necessarily need radiological support. As such, multiple different options were made focusing on elective and required radiology. Research supported older patients being more price sensitive, whereas busy adults were happy to pay extra for quick and reliable service. With this in mind, I produced multiple quarter page executions.
Work
