PROJECT: Naming a breakthrough new “open MR” product. Open MR devices are not fully enclosed, and therefore are more comfortable for patients (less noise and confinement); open MR devices also have a greater imaging range than traditional, “closed” systems.
THE NAME: Emphasizing comfort, a refuge from the tumult of the usual MRI experience.
POSITIONING: The positioning goal was to highlight the idea that this device, rather than being a source of patient discomfort and physician frustration with scanning limitations, is instead a refuge from such drawbacks of the past, a haven where the physician can more accurately diagnose a patient’s medical problem without causing the patient to suffer more discomfort in the process.
VISIT: Oasis
PROJECT: Name for the the operating software controlling Hitachi Medical’s next generation magnetic resonance imaging (MRI) machines.
THE NAME: The beginning of an accurate diagnosis.
POSITIONING: Hitachi has a great reputation for reliability and customer support, and they were looking for an easy to remember name that positioned the product to stress their excellent image quality, speed and performance, along with efficient, easy operation, reliability and strong ROI. Origin speaks to its primacy as the beginning of the MRI process, of being integral to the analysis of the MR images, and the “origin” of the diagnosis that leads to healing the patient.
VISIT: Origin
PROJECT: Name a next generation magnetic resonance imaging (MRI) machine.
THE NAME: A successive troop formation, a hierarchical level of authority.
POSITIONING: Hitachi Medical has a great reputation for reliability and customer support, and they wanted an easy to remember name that stressed the positioning of excellent image quality, speed and performance, along with efficient, easy operation, reliability and strong ROI. The name Echelon maps well to both the physical nature of the machine (repeated scans of areas of the human body) and to its important place in the hierarchy of diagnostic tools available to the physician.
VISIT: Echelon
