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If you could see me as well as I see you…. Who is it that can’t see you? . Millions of patients come face-to-face with MRTs every year, yet Canadians are unable to identify MRTs as healthcare providers. How do we know what they don’t know? . Brand research. Why?.
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Who is it that can’t see you? • Millions of patients come face-to-face with • MRTs every year, yet Canadians are • unable to identify MRTs as healthcare • providers.
How do we know what they don’t know? Brand research
Why? In November 2008, CAMRT board and provincial member associations agreed it was time to rebrand the profession of medical radiation technology.
What would rebranding do for you? Position MRTs as respected, caring professionals who are recognized within the healthcare system for their high level of expertise and sought after for discussions and decisions in the health sector.
What is a brand? • It’s more than just a logo…. • It’s not only a tagline …. • Your brand is the unique element that identifies a firm, product, service, or in this case , an entire profession, and sets it apart.
In the beginning … There was research
Six research elementsin all • Online survey of MRTs – 17% response; 95% confidence level • Focus groups with MRTs – over 20 • Focus groups with physicians and medical physicists • Key stakeholder interviews • Online survey of industry • Harris-Decima poll of the general public.
Research overview • In January 2010 CAMRT commissioned Harris Decima to conduct a national telephone survey asking Canadians about the MRT profession • Using a carefully weighted national sample, 1014 interviews were completed • The objective was to gain insight on patient perception of the role, value and image of the MRT profession
The survey said… • In January 2010 CAMRT commissioned • Harris Decima to conduct a national telephone survey asking Canadians about the MRT profession.
You’ve met the people who don’t see you… • 29.3% of those surveyed reported having at least one of the following procedures during the past 6 months: X-ray, CT scan, MRI, nuclear medicine scan or mammography. 1.5% reported receiving radiation therapy or radiation treatment in the past 6 months
But they don’t know you. A case of mistaken identity Except for a few Only 10.5% could name MRTs 2.5% stated X-ray technician • The vast majority of respondents were mistaken about type of professional that performed the procedure: • Doctor 26.6% • Lab technician 15.6% • Nurse 7.4%
They don’t know you..but they do like you Despite not being able to name the professional who performs X-rays, CT scans, MRI, mammography procedures and radiation therapy Canadians give MRTs amazingly high marks for on-the-job performance.
Research results MRTs listened to my concerns 89.7% of respondents Explained the procedure to my satisfaction 91.1% of respondents Demonstrated a respectful attitude 96% of respondents
Key findings • Canadians don’t understand who delivers these services or the role of the MRT within the healthcare system. • External stakeholders agreed that in order to strengthen the CAMRT brand, the value, role, and benefits of the MRT profession needs to be effectively communicated to the public and other healthcare providers.
MRT brand problem Awareness • Canadians don’t know who you are Recognition • They confuse you with other healthcare providers
Let’s do something about this • MRTs generally hold the view that other healthcare providers do not understand the work which they perform. • A total of 91.8% of those surveyed agree that the profile of MRTs needs to be raised – overwhelming support
A successful strategy Begins with a rich brand promise – includes a national media advertising campaign - and continues with a nation-wide network of brand champions – including you!
Building the promise 1. What do you say you are? • Canada’s medical radiation technologists are the very image of care. 2. What do you do? • We provide an essential link between patients and their health care, mastering the technology and art of providing accurate state-of-the-art diagnostic images and radiation-related treatment.
Building the promise 3. Who do you serve? • We are committed to providing empathetic “high-touch” care to our patients, while delivering critical “high-tech” services to physicians and other healthcare providers. 4. How do you operate? • We perform our work with confidence, expertise, precision and professionalism.
Building the promise 5. What is your strategic advantage? Because we are there with patients at an often emotional time, we listen and advocate for them in addition to delivering technological expertise. 6. What is your end benefit? • We are the human connection between innovative technology and effective diagnosis and radiation-related treatment.
The brand promise Canada’s medical radiation technologists are the very image of care. We provide an essential link between patients and their healthcare, mastering the technology and art of providing accurate state-of-the-art diagnostic images and radiation-related treatment.
The brand promise We are committed to providing empathetic “high-touch” care to our patients, while delivering critical “high-tech” services to physicians and other healthcare providers.
The brand promise We perform our work with confidence, expertise, precision and professionalism. And because we are there with patients at an often-emotional time, we listen and advocate for them in addition to delivering technological expertise.
Creating a compelling tagline In our research it was determined that MRTs cannot “own” the concept of “care.” But the word “care” is a vital part of what MRTs provide to patients, both technically and emotionally. It is not a word to be taken lightly.
Creating a compelling tagline However, the word “imaging” is an “ownable” word for MRTs, as it clearly describes the role they play in the healthcare system.
Canada’s Medical Radiation Technologists are … • “The Very Image of Care… l'imagerie au coeur de votre santé”
Creating a tagline The English tagline uses an older meaning of “very,” which simply means “true ”- for example, she looks the very picture of happiness.” The French tagline was created to convey the same emotional and literal meaning but is not a literal translation.
Two ways to look at the tagline Literal: MRTs provide the accurate imaging and effective treatment that is essential to good care. Emotional:MRTs are a perfect example of care in medical diagnosis and treatment.
The Image of Care Campaign - The public face of your brand • Raise recognition and awareness of the MRT profession • Enhance professionalism and pride among MRTs • Communicate a unified image of the profession
Where to find the Image of Care Campaign • Reader’s Digest and Sélection Print Ads: • Four full-page and full-colour print ads , June and September • One week sponsorship of Reader's Digest's Health Newsletter • Reader’s Digest Advertorial: Four week placement on readersdigest.ca • Reader’s Digest and Sélection Online: • Four week run of site, big boxes and leaderboards
A big job for brand champions • Establish and build the MRT brand in the crowded healthcare field • If done properly your branding will differentiate your profession Medical Radiation Technologist (MRT) from other healthcare provider groups
We are building a national network of brand champions • Our first team members • The rebranding steering committee, with members from coast to coast, working with Acart Communications • and CAMRT and PMA board s of directors • – and now YOU join the team
Resources for our champions • Brand guidelines to ensure consistent creative application of brand elements • Access to a photo library of custom photos to use in local promotion and publications • Print ad templates (separate English and French) so you can place local ads
Creating excitement in your workplace • Create an article for your internal newsletter on the Image of Care campaign • Share a copy of the ad with colleagues outside the MRT profession • Look for ways to use the web banners to promote the image of care.ca website • Add an Image of Care logo to scrubs and lab coats – that will invite questions that let you share the brand message.
Our challenge to you …think of at least 3 ways you can champion your professional brand, and email them to lobrien@camrt.ca, so we can add them to our toolkit.
