Project: Print and Banner Ads

Health Care Products (now SourceOne Healthcare Technologies) is a leading distributor of radiology film filing and accessory product lines. Their national network of 24 distribution centers and fleet of trucks makes them the leader in medical imaging distribution.

The Challenge
Health Care Products (HCP) wanted to differentiate themselves from their competition in the niche market of radiology film filing systems. They chose two prominent trade magazines as well as the leading radiology website in the field to target their audience and promote their products and services.

a.i. Design Group Responds
We created a conceptual ad that uses humor and irony to speak directly to the end-users of HCP's products. With a short headline and catchy visual, the ads convey two important messages to their customers: (a) a radiology department can never really be too organized, and (b) a little humor is a welcome change in this serious, demanding field. The use of a friendly, compassionate tone reinforced the many value-added services the company offers, driving home the crucial point that HCP really does understand and care about the scheduling and performance demands that their customers face every day.