eRAD needed to update their print collateral alongside their website to maintain brand compliance and present a coherent message to their customers. Our task was to create product sheets that aligned with the new website and branding.

Discovery and Planning

We kicked off the project with discovery sessions involving the Marketing, Sales, and Technical teams. This helped us gather the necessary information to build out these product sheets. Our audience included clinicians in radiology offices who make purchasing decisions, as well as IT professionals who maintain radiology systems in hospitals. To address both groups, we included an “Under the Hood” section for technical details and used marketing language to highlight eRAD’s capabilities.

Content Structure and Design

Based on our discovery sessions, we identified two key audiences: technical users and decision-makers. We focused on the latter first, designing a product page structure that catered to both groups. This structure was used as the basis for both the product sheets and the new website.

I created the page structure for the product sheets and incorporated content from our Marketing team. We collaborated with a local Pittsburgh illustrator for icons and artwork. Randy Ziegler, a fellow designer and Director on the Web Presence team, created the main "Under the Hood" illustrations. I handled smaller icons and minor adjustments once we had a basic framework.

Project Management and Proofing

RadNet is a global company, and our team worked remotely across multiple locations and states. This posed a challenge for the approval process of print pieces, which typically involves printing, revising, and making changes in person.

We started with email and DropBox for revisions but quickly realized we needed a better system with versioning and commenting capabilities. We then moved to an online proofing solution called Proof HQ. This allowed us to control the revision process and iterate on the content more effectively.

Results

The new product sheets, along with the updated website design, elevated eRAD's brand and positioned them strongly against other radiology companies. Including customer testimonials from industry leaders added credibility and reinforced eRAD's reputation. The cohesive print and digital collateral ensured a consistent and professional message to all stakeholders.