Six Into One
Healthcare is a hard business to be in. It's always under pressure to be faster and cheaper while delivering the same level of quality. This has never been more true for Pacific Radiology. Several years ago six different radiology practices were brought together under a common banner of Pacific Radiology Group. These practices spanned three countries, 44 branches and combined have over 800 staff. However it wasn't until 2016 that all six became aligned under one purpose, one strategy, and one brand.
As Client Lead my role was to work with our Creative Director to craft the rebrand of Pacific Radiology and thereafter manage three major workstreams – internal engagement, website, and signage.
My role — Design Director and Client Lead
Creative Director: Dan Mercer
Strategist: Guy Vasey, Chris McDermott
Design Team: Tamsin Fraser, Karl Madsen, Rhiannon Josland, Gareth White
Contributors: Felicity Douglas, Steve Boniface, Hamish Johnson
The mark speaks to both parts of our SOI – Connected Excellence. The overlapping circles or ripples represent the connected way in which we work, while the star counter that they create represents the excellent outcomes we deliver for patients.
The rest of the brand palette focused on the human. From our observational photography that makes you feel as thoguh you're part of the moment; through to our organic textures that feel like a soft human touch.
For the staff of Pacific Radiology there was a very low level of engagement with the idea of 'One Pacific Radiology'. Enagement around a new brand and a new strategy is crucial because internal culture can either make it or break it. In order for Pacific Radiology walking the talk we needed to make sure the legs were ready and able to move.
In May 2016, two months ahead of the public launch, Lance Lawler (CEO) toured the country presenting a roadshow to give people a forum to understand the new strategy, the new brand, and have the oppotunity to ask questions. This presentation started with a video to remind our staff of why they're in healthcare to begin with – at the end of the day it's to focus on the patient.
The roadshow however might just be seen to be a flash in the pan if we don't follow it up with further proof points.
In June 2016 Pacifc Radiology will launch Wave – a communications app that will allow everyone to keep up to date with the latest news and also have a voice on things that matter to them through voting and commenting.
Externally we focused on two major pieces initally – a combined website across the group, and bringing the signage of 44 branches with different branding into alignment.
For the web we really focused on two audiences – the patients and the referrers. For the patients we wanted to create an experience that would take the guess work away and bring together all of the information that might need for their appointment, rather than having to go to multiple areas of the site to gather the information.
For the referrers we wanted to help them give accurate and confident diagnosis for their patients. We treat referrers like power-users by serving them up more detailed clinical information to help them referrer for the right test, and also give them access to a Q&A where they can ask questions to the wider referrer and radiologist community and have them answered.