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Company: LUDWIG+, Bingham Farms, MI 48025
Company Description: Full service advertising and marketing agency.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Services
 Nomination Title: LUDWIG+: RAYUS
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
N/A
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
July 18 – note, this is the time frame for PAID media. Technically the campaign launched June 28th and is ongoing.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 97 words used.
Private equity money was scooping up regional radiology chains, fueling mass consolidation and creating commoditization. It was a run for the money in the radiology category. The business challenge: Grow CDI's national footprint and physician network to drive shareholder value and prepare for a liquidity event within 3 years. The marketing challenge: Reposition and relaunch the brand to increase awareness and improve referring physician and acquisition conversion rates. Launch a new name, new brand identity and new campaign to rise above the commoditization of the category across 350 centers in 90 days. Time to get to work.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 243 words used.
Through our InsideOut process, we permeated the CDI organization to unearth the soul of the brand. We discovered brilliant people using brilliant systems with advanced technologies to practice brilliant medicine. CDI was a quality player who brought valor to the entire profession of radiology. We bring brilliance to health and wellness became the positioning that would drive the team, communication and business engine. It served as the criteria for our name search... And so, CDI became RAYUS.
In activating the campaign, RAYUS demonstrated guidance and enlightenment, shining a light on health problems - and solutions. And embodying the light that lets all be the best version of themselves. Shine On. We employed an omni-channel performance marketing approach that ensured that every touchpoint, whether owned, earned or paid, delivered branded conversion. We generated awareness with OTT/CTV, Print and Sponsored Content that aligned with the key media consumption behaviors of our prospective target audiences and positioned RAYUS as a thought-leader in the radiology vertical. Complimented with an aggressive PR outreach, news of the rebrand was picked up by over 615 publications. We also shined a light on the brilliance of RAYUS in referring physicians' offices and waiting rooms by providing them with physician's handbooks and patient materials. To rally the internal organization, we executed a company roadshow, launching the new campaign with livestream sessions, style guides, FAQ sheets and merchandise. And each RAYUS location was outfitted with new brand cues, scrubs, patient/medical portals, and forms.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 197 words used.
+The new RAYUS Brand Identity and its energetic orange and yellow color palette conveyed health, illumination and trust.
+We rebranded everything from facilities to website to patient materials to the scrubs our technicians and radiologist wore.
+We took radiology out of its trade publication media box and created an activation plan that reached our targets across multiple touchpoints including OTT, programmatic, SEM, social, Digital Video, Display and PR. The brand campaign sparked inspiration, but also encouraged audiences to take action. We call this Brandquisition, making every dollar deliver an ROI.
+Finally, our InsideOut transformation process ignited the RAYUS team and amplified the rally cry to Shine On in their everyday work lives.
+Total reach hit 220MM.
+2x higher engagement on rich Media units, 3x higher click-through on display. +Facebook CPE 20x more efficient.
+Unique website visitors increased 46%.
+Appointment bookings were up 78%.
+Partner Lead Form submissions increased 13%.
+EBIDTA doubled in the first six months.
+Brought all of the RAYUS Radiology family (with almost 25 sub brands) the organization became One Team, with One Vision. One RAYUS.
+Rolled out across 350 centers
+Updated over 500 marketing materials that were distributed across the country
+26 new acquisitions
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 5 words used.
https://www.dropbox.com/sh/khpnbppvm2x7xzv/AAB7llMfGpFXL0b6l7ViX-mHa?dl=0
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