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SOLIS MAMMOGRAPHY

Brand Standards

INTRODUCTION

About Us

Solis Mammography has been dedicated to the early of breast cancer for 40 years, serving millions of women communities nationwide. Our comprehensive approach 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 comfort, convenience and compassion to every patient we serve.

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

Behind the scenes, we’re continuously working to ﬁnd advance our mission of early detection. With the integration technology into our 3D screening platform for earliest-stage detection, SmartCurve for a more comfortable mammogram, Mammo+Heart for heart health insights, we’ve advanced practice model and the industry of mammography.

early detection women in approach to breast mammogram. With every personalized comfort, serve. comfortable. appointments in and play. experienced, breast

ﬁnd new ways t integration of AI earliest-stage mammogram, and advanced both our

BRAND STRATEGY

Who

We are an active brand: clearly communicate Schedule an appointment. health — because our

Our focus is on wellness However, we do not steer not as a fear tactic, but should understand their from a screening to a of our breast-dedicated, impersonal. We’re easy easy to return to, year

Who We Are

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

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

Target Audiences

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

B2C Target demographic: Women between

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

distinct customer and B2B, which

between 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

Target Audiences

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

B2C Target demographic: Referring Internal Medicine, Family Practices,

PHYSICIANS

Cultivate Collaborative Care

∙ Clinical excellence and accuracy: Dedicated breast radiologists, breast imaging, yield lower recall rates and higher cancer detection exceed national standards.

∙ Innovative technology: AI-integrated 3D imaging and SmartCurve provide an integrated screening platform that delivers better With Mammo+Heart, patients may opt-in at the time of their insight into both their breast and heart health at the same appointment.

∙ Highest standards of care: Solis Mammography follows the highest for our patients, with active participation in breast imaging and accreditation programs, such as BICOE and NAPBC.

∙ Leaders in breast health: Solis Mammography is the nation’s largest provider of specialized breast health services and actively participates 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 serve.

distinct customer channels: which includes referring physicians.

Referring Physicians i.e., OB/GYN,

Breast Surgeons

radiologists, sub-specialized in detection rates that SmartCurve comfort technology better accuracy and comfort. their mammogram and gain appointment. highest standards of care and breast care largest independent participates in clinical new advancements or will continue to lead the serve.

Tone and Voice

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

TRUSTED KNOWLEDGEABLE

∙ As the nation’s largest services with a 40-year respected by patients,

∙ With breast-dedicated conveys that we are knowledgeable patient care.

∙ We communicate our compassionate, through a warm, welcoming

INSPIRING

∙ The collaborative nature referring partners is conveyed responsive, and helpful.

∙ Our commitment to approachable, positive,

Expressed in all our written are as important as our visual Solis Mammography.

largest independent provider of specialized breast health 40-year history — our tone conveys that we are trusted and patients, providers and the healthcare community.

breast-dedicated radiologists and highly trained technologists, our tone knowledgeable experts dedicated to comprehensive compassionate, patient-focused approach to mammography welcoming and caring tone that is both personal and respectful.

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

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

Standard Terminology

∙ 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

Terminology

∙

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