A provocative marketing campaign designed to get women thinking about their breast health has been recognized with the Radiology Business Management Association (RBMA)’s Quest Award.

The ‘new breast friend’ campaign was launched by Regional Medical Imaging (RMI), a Flint, Michigan-based radiology practice, last year after its radiologists noticed that, despite recommendations from the American Cancer Society, women were foregoing their regular mammograms.

The campaign, which was handled by Marketing Works, involved a mixed-media approach combining print advertisements, billboards, radio commercials, and direct mail. To encourage women to spread the word, materials were developed showing women interacting with one another. The new breast friend campaign successfully branded RMI as a caring, inviting, woman-friendly imaging center.

Although the campaign was provocative and controversial, it was also successful. During the campaign period, RMI experienced a double-digit percentage increase in the number of mammograms it performed, according to Marketing Works President Tina Rudisill, in an RBMA press release announcing the award.

The Quest Award was developed by the RBMA to recognize excellence and advancement in the marketing of radiology practices.


(Source: Press Release)