Insight Imaging
Winner: Silver Award28th Annual Healthcare Advertising Awards
The Healthcare Advertising Awards is the oldest, largest and most widely respected healthcare advertising awards competition. The awards are sponsored by Healthcare Marketing Report, the leading publication covering all aspects of healthcare marketing, advertising and strategic business development. Over 4,000 entries were received in this years competition, making the awards the largest healthcare advertising awards competition. A national panel of judges were engaged in reviewing all entries based on creativity, quality, message effectiveness, consumer appeal, graphic design and overall impact.
Winner: Bronze Award
Aster Awards
The Aster Awards, one of the largest competitions of its kind, is hosted by Marketing Healthcare Today and Creative Images, Inc. This national program recognizes outstanding healthcare professionals for excellence in their advertising and marketing efforts. The 2011 Aster Awards consisted of approximately 3,000 entries from across America. Participant's entries competed against similar-sized organizations in their category. Entries must score at least in the top 90% to receive an award. Judging criteria includes creativity, layout and design, functionality, message effectiveness, production quality and overall appeal.
Insight Imaging, a provider of diagnostic imaging services, was faced with a common problem: inadequate communication between the company's marketing and information technology divisions resulted in an in-house developed website that fell short of both groups' expectations. To quote Insight Imaging, the project "resulted in a less effective and relevant over-arching online structure that does not speak to [our] core markets and customers."
Citrus Studios was selected to remedy this disconnect. In addition to redesigning and developing the primary website, Insight Imaging also wanted to reimagine the company's intranet and
e-newsletter, thus ensuring a cohesive online presence. At the same time, Insight Imaging was redesigning its off-line marketing collateral and materials. Citrus was asked to develop concepts that would remain relevant and usable for at least four years.
Per Insight Imaging's request, Citrus designed and launched a clean, modern site—easy to read, easy to navigate, and clear at differentiating the company's two primary business sectors: fixed and mobile imaging centers. In the field of imaging, credibility is of key importance. To that end, Citrus focused on positioning the company as the go-to source for expert knowledge in the radiological/ diagnostic imaging space. Case studies and white papers featured on the site further affirm the company's position as an imaging expert.
Citrus is currently working on phase two of the project: to redesign and develop Insight Imaging's intranet. The intranet is a primary means of disseminating information to Insight Imaging's 1,700 employees working in over 30 states. This internally accessible website is a heavily used resource, and boasts vast amounts of information. One of the key challenges in reworking the intranet is to synthesize and present this information in a manner that makes it as accessible as possible. A homepage "dashboard," intuitive hierarchy, and clean navigation will put information at users' fingertips.
E-newsletters—monthly electronic bulletins sent to all staff—work in conjunction with the intranet in terms of sharing information throughout the company. These highlight everything from company events to "fun facts" about the firm and its team members. Citrus redesigned the e-newsletters to reinforce the overall branding, as reflected in the website, intranet, and other marketing materials. One of Insight Imaging's requests was the ability to easily update the e-newsletter template. With that in mind, Citrus prepared a modular format that provides maximum flexibility within an established design framework. Insight Imaging's webmaster is able to update the e-newsletter template with ease.
When complete, Insight Imaging's dual new sites—one external and one internal—as well as its new e-newsletter template will unify the company's marketing and communication materials like never before. As a result, Insight Imaging will be able to more effectively communicate with its various audience groups, both internal and external.
www.insighthealth.com