Solis Brand/Visual Style Guide

SOLIS MAMMOGRAPHY

Brand Standards

INTRODUCTION

About Us

Solis Mammography has been dedicated to the early of breast cancer for 40 years, serving millions of wom communities nationwide. Our comprehensive appro health created the formula for a better mammogram visit, our patients experience an unparalleled level of care and clinical excellence.

Our Peace of Mind Mammogram is a promise of com convenience and compassion to every patient we ser

Solis Mammography centers are calm and comfortab We offer easy online scheduling and short appointm convenient locations where our patients live, work an Our team is made up of compassionate, experienced health specialists.

Behind the scenes, we’re continuously working to fin advance our mission of early detection. With the int technology into our 3D screening platform for earlies detection, SmartCurve for a more comfortable mamm Mammo+Heart for heart health insights, we’ve advan practice model and the industry of mammography.

s

y detection men in oach to breast m. With every personalized

mfort, rve.

ble. ments in nd play. d, breast

nd new ways to tegration of AI st-stage mogram, and nced both our

.

BRAND STRATEGY

Who

We are an active bran clearly communicate Schedule an appointm health — because our

Our focus is on wellne However, we do not s not as a fear tactic, bu should understand th from a screening to a of our breast-dedicate impersonal. We’re ea easy to return to, yea

o We Are

nd: We educate. We inform. We engage. And we e what we want patients and consumers to do. ment. Know the facts. Take an active role in your r patients are their own best advocates.

ess through state-of-the art annual screenings. steer away from the discussion of breast cancer — ut because that’s how we build trust. Every patient heir risks. And understand what to do if they move a diagnostic status. We are a valued provider because ed, advanced expertise, yet, we’re never clinical or asy to communicate with, easy to access — and ar in and year out.

BRAND STRATEGY

Target Audiences

Solis Mammography goes to market through two distinc channels: B2C, which includes patients and prospects, an includes referring physicians.

B2C Target demographic: Women betw PATIENTS Loyal: Our Best Adocates ∙ Fully compliant, return every 12 - 18 months for screening ∙ Engaged with the brand, understand the importance

of routine screening

Lapsed: Reengage and Inspire ∙ Outside the 18-month window of compliance ∙ Familiar with brand, just not loyal Joint Venture Healthcare Systems: Capture the Opportunity ∙ Patients within partner health system who haven’t been

mammography patients

∙ Already engaged with health system – opportunity to

introduce Solis Mammography

ct customer nd B2B, which

ween the ages of 35 and 75.

PROSPECTS First-Timers: We’re the Best First Choice ∙ Women who have never had a mammogram ∙ Build awareness and early preference for women

35 to 40 —own their first mammography experience

Skeptics: The 50 Percent Who Don’t Get Mammograms ∙ Understand the Why: Fear, discomfort, prior bad

experience, lack of information ∙ Break through: Undertake an evergreen, “always on” multi-message, multi-channel solution Switchers: Convert to a Better Experience ∙ Fully compliant patients with other providers ∙ Drive awareness of a better mammogram experience

BRAND STRATEGY

Target Audiences

Solis Mammography goes to market through two distinc B2C, which includes patients and prospects, and B2B, wh

B2C Target demographic: Referring Internal Medicine, Family Practices PHYSICIANS

Cultivate Collaborative Care

∙ Clinical excellence and accuracy: Dedicated breast radiologist

breast imaging, yield lower recall rates and higher cancer de exceed national standards.

∙ Innovative technology: AI-integrated 3D imaging and SmartC

provide an integrated screening platform that delivers bette With Mammo+Heart, patients may opt-in at the time of thei insight into both their breast and heart health at the same a

∙ Highest standards of care: Solis Mammography follows the hi

for our patients, with active participation in breast imaging a accreditation programs, such as BICOE and NAPBC.

∙ Leaders in breast health: Solis Mammography is the nation’s la

provider of specialized breast health services and actively par research in the field of breast health. Whether it’s exploring n activating new processes to enhance patient experience, we way to greater peace of mind for the millions of patients we s

ct customer channels: hich includes referring physicians.

g Physicians i.e., OB/GYN, s, Breast Surgeons

ts, sub-specialized in etection rates that

Curve comfort technology er accuracy and comfort. ir mammogram and gain appointment.

ighest standards of care and breast care

argest independent rticipates in clinical new advancements or will continue to lead the serve.

BRAND STYLE

Tone and Voice

Tone and voice give life to our brand proposition. Expres communications, both internally and externally, they are identity in reinforcing the personality and promise of Sol

∙ As the nation’s larges

TRUSTED KNOWLEDGEABLE CARING COLLABORATIVE APPROACHABLE INSPIRING EMPOWERING

services with a 40-yea respected by patients

∙ With breast-dedicated

conveys that we are k patient care.

∙ We communicate our c

through a warm, welco

∙ The collaborative na

referring partners is c responsive, and helpf

∙ Our commitment to

approachable, positi

ssed in all our written e as important as our visual lis Mammography.

st independent provider of specialized breast health ar history — our tone conveys that we are trusted and s, providers and the healthcare community.

d radiologists and highly trained technologists, our tone knowledgeable experts dedicated to comprehensive

compassionate, patient-focused approach to mammography oming and caring tone that is both personal and respectful.

ature of the relationships we have with our patients and conveyed through a tone that is open, engaging, ful. Clear, concise communications is our hallmark.

delivering a better experience is supported by an ive, inspiring and empowering tone.

WRITING STYLE:

Standard Termino ∙ Team members – not employees ∙ Technologists – not technicians, or mammotechs ∙ Patients – not customers, clients or guests ∙ Centers – not clinics, facilities, offices or locations ∙ Contact Center – not Call Center ∙ Addison office or home office in Addison –

not corporate office or headquarters

∙ Physician Titles – On first reference, use M.D. after

the name instead of Dr. For example: Emily Sedgwick, M.D. On second reference, use Dr. Emily Sedgwick Use periods when abbreviating academic degrees.

For example: M.D.

∙ Capitalize titles when used before a person’s name.

Do not capitalize if used after the name. Never capitalize a job title that stands alone. Example: Chief Executive Officer Lisa Ashby versus Lisa Ashby, chief executive officer.

∙ www.SolisMammo.com – capitalize S and M in URL ∙ For phone numbers, please use this style:

866-717-2551

∙ 3D mammography – for general use

ology

Always use the full name of Solis Mammography externally for brand consistency and awareness.

Internally, the corporate entity can be referred to as Solis.

∙ 3D Mammography™ – when referring to specific

Hologic technology

∙ AI – Artificial Intelligence is always abbreviated in all caps ∙ Peace of Mind MammogramTM – Use the trademark

symbol in every instance in advertising materials.

Use only on first reference in long-form content.

∙ Mammo+Heart – use registration mark with Mammo+Heart

on first reference

∙ SmartCurve – one word ∙ Screening mammography ∙ Diagnostic mammography ∙ Screening – not imaging ∙ Breast ultrasound ∙ Stereotactic biopsy ∙ Ultrasound guided biopsy ∙ Bone density scanning ∙ X-ray ∙ Healthcare – one word

GRAPHIC VOCABULARY

Tagline Usage

Our tagline is: Home of the Peac

Peace of Mind Ma the statement is a

ce of Mind Mammogram™

ammogram™ is always in bold and always in italics and trademarked.

Visual Style Guide

Joint Venture Logos and Color Palette

Jefferson Health LOGO HORIZONTAL:

LOGO STACKED:

QR CODE COLORS:

TYPEFACE: Museo Sans 300 Accent Type

Museo Sans 700 Subheads and accent

COLOR PALETTE:

PMS | 282

PMS | 2915

CMYK | 100 90 25 40 RGB | 21 36 86 HEX | #152456

CMYK | 60 10 5 0 RGB | 89 183 223 HEX | #59B7DF

PMS | 241

PMS | 319

PMS | 130

PMS | 382

CMYK | 33 100 0 0 RGB | 175 31 142 HEX | #AF1F83

CMYK | 62 0 20 0 RGB | 77 196 207 HEX | #4DC4CF

CMYK | 0 35 100 0 RGB | 252 175 23 HEX | #FACF17

CMYK | 30 0 100 0 RGB | 191 215 48 HEX | #BFD730

Joint Venture Logos and Color Palette

Memorial Healthca

LOGO HORIZONTAL: Together with

LOGO STACKED:

QR CODE COLORS:

are System TYPEFACE: Montserrat

COLOR PALETTE:

PMS | 2945 C

PMS | 7710 C

CMYK | 100 69 0 11 RGB | 0 56 150 HEX | #003897

CMYK | 81 12 29 0 RGB | 0 167 181 HEX | #00A7B5

PMS | 268 C

PMS | 131 C

CMYK | 81 100 12 2 RGB | 89 44 130 HEX | #592C82

CMYK | 0 26 80 20 RGB | 204 138 0 HEX | #CC8A00