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In the case of WGOMRI, market research to determine key messages was critical to the success of the campaign. WGOMRI really didn’t have a sense of who they were or how to distinguish themselves from the 35 other MRI facilities in the area. By calling referring physicians' offices to find out what they looked for in an MRI facility, DEETER was able to identify the needs of the physicians. We then crafted messages to fulfill those needs and designed and coordinated a magnet-themed three-part 3-D mailing to 28 physicians offices.

DEETER followed up with informal, conversational lunch meetings with the physicians and their staffs. We created leave-behind brochures as well as a PowerPoint presentation that used actual MRI images to touch on the different applications of open MRI. These meetings were used to further reinforce key messages and build awareness … translating into increased patient load.