How do you change perceptions and standard procedures within a group of people that may be reluctant to change? This is the marketing challenge IMS faced with Dilon Diagnostics, a company that created a whole new category in breast cancer detection. Dilon offers a full suite of products and services to improve the diagnostic process through molecular imaging.
It is IMS' goal to help position Dilon as an innovative leader in the medical diagnostics field, and promote Breast-Specific Gamma Imaging (BSGI) as the new standard of care in breast cancer detection.
Through perceptual studies and market research, IMS came to understand how to reach and influence target audiences. From radiologists and breast surgeons, to hospital administrators and patients, IMS crafted message platforms that spoke to each group individually. This segmenting is apparent across all communications tactics.
Dilon has seen sales increase 50 percent year over year for the last three years. This growth can be attributed in part to the various elements of an integrated strategy that includes: dilon.com; Media Relations; Customer Toolkit; Collateral Materials; Advertising; and Trade Show Support.
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