If there are victims of paying inflated radiology costs, it’s wallets and purses. This campaign turned a serious/straight message into a fun/memorable one by using cleverly shot photography. This approach quickly gets across the message that pocketbooks are sad and upset, supported by the hard-hitting message of price comparison between Advanced Radiology and the area hospital. The posters were hung in their 8 imaging centers to educate already existing patients. We also targeted current hospital patients and family medical decision makers by hanging the posters in bus stops and train stations located within 2 miles of area hospitals.
