MetroHealth Systems, northeastern Ohio’s largest non-profit healthcare system, identified an opportunity gap around imaging. CT and MR modalities were an area where there was room to create a focused practice alleviating many of the tensions around hospital imaging. Including high-cost, variable schedule, patient convenience, and direct communication.
What if there was a high-quality, low-cost, patient-focused imaging centers where patient studies were read by sub-specialized, fellowship-trained physicians, and the results were available to patients and referring physicians within 24 to 48-hours?
That would mean giving the power to the patient.
MetroHealth tapped _dTA to build a brand from the ground up to meet that opportunity. After an accelerated discovery, naming, and brand strategy process, we presented the MetroHealth C-Suite with the Lumina Imaging & Diagnostics brand. Flipping the script on most healthcare online platforms, we brought a breath of fresh air to the industry, eschewing stock photography for light, airy illustrations. Rather than walls of text, we brought a healthy dose of white space to the design, allowing for a simple user experience, and structured information architecture allowing the viewer’s eye to float across the compelling points about how and why Lumina is changing medical imaging for the better.