MRI Medical Device Product
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.
OASIS: Emphasizing comfort, a refuge from the tumult of the usual MRI experience.
BRAND POSITION: 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.