Solis Mammography Brand Standards by solis-mammography

Brand Standards SOLIS

MAMMOGRAPHY

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pg 7 - 16

pg 17 - 26

STYLE GRAPHIC VOCABULARY

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GRAPHIC ELEMENTS

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About Us

Solis Mammography has been dedicated to helping women achieve 40 years. As a pioneer and innovator in 3D mammography and as stayed at the frontline of breast health by continuing to deliver a better, integration of deep learning AI technology into our early detection model and the industry of mammography.

With every visit, our patients experience an unparalleled level of personalized the scenes, however, we’re constantly working to ﬁnd new ways to cancers earlier than ever before.

Early detection. Now, even earlier.

achieve and maintain breast health and peace of mind for an architect and early advocate for SmartCurve, we’ve better, more accurate mammogram. Now with the detection 3D screening platform, we’re advancing both our practice

personalized care, compassion and clinical excellence. Behind to advance our mission of early detection – to ﬁnd breast

Our Brand Family

This brand standards guide is

for Solis Mammography only.

The Power to Choose Mammogram

We are a trusted provider in breast imaging. We believe it is our responsibility empower women and every individual we serve with the information they to make informed decisions about their own health. We are an active brand: educate. We inform. We engage. And we clearly communicate what we patients and consumers to do. Schedule an appointment. Know the facts. an active role in your breast health — because our patients are their own best advocates. We engage our patients by actively partnering with them over to get the peace of mind they deserve through a convenient, caring and collaborative process.

Our focus is on wellness through state-of-the art annual screenings. However, do not steer away from the discussion of breast cancer — not as a fear tactic, because that’s how we build trust. Every patient should understand their And understand what to do if they move from a screening to a diagnostic

We are a valued provider because of our breast-dedicated, advanced expertise, we’re never clinical or impersonal. We’re easy to communicate with, easy — and more importantly — easy to return to, year in and year out.

oose a Better

responsibility to they need brand: We we want facts. Take best over decades However, we tactic, but risks. diagnostic status. expertise, yet, to access

Brand Personality ACTIVE

WARM AND ENGAGING

INNOVATIVE

CONTEMPORARY SMART

COLLABORATIVE

EMPOWERING INSPIRING

Audiences

Solis Mammography goes to market through two distinct custom B2B, which includes referring physicians. Our targeted segmentation value proposition to each key customer segment in a clear, compelli conversion, loyalty and growth.

B2C

Targeted demographic focus: Women between the ages of 35 and 75.

PATIENTS

Loyal: Our Best Ado

∙ Fully compliant, th

∙ Engaged with the and are our best a

∙ Powerful opportuni of referrals

Lapsed: Reengage

∙ Outside the 18-month

∙ Familiar with bran

∙ Need to be reeng to action

Cross Marketing/Hea

∙ Patients within pa mammography p

∙ Already engaged

∙ Take advantage of new member of th

mer channels — B2C, which includes patients and prospects, and entation strategy gives us a focused method of delivering our unique ompelling and consistent way, allowing us to drive engagement, docates

hey return every 12 - 18 months for screening e brand, they understand the importance of routine screening advocates for “sharing the health” tunity to turn them into brand ambassadors and ongoing source

and Inspire

onth window of compliance nd, just not loyal aged with “ why” message and inspiring, motivating call

g/Heal th Systems: Capture the Opportunity

artner health system populations who haven’t been patients with health system/hospital of existing trust — introduce Solis Mammography as he family

Audiences (cont.)

B2C

Targeted demographic focus: Women between the ages of 35 and 75.

PROSPECTS

First-Timers: We’re

∙ Women who have

∙ Build awareness a own their ﬁrst mam

∙ Drive a message of

Skeptics: The 50 Pe

∙ Understand the W lack of information,

∙ Break through: Un multi-channel solution

Switchers: Convert

∙ Fully compliant patients "mammogram-hoppers"

∙ Drive awareness of

∙ Motivate with testi

the Best First Choice

e never had a mammogram and early preference for women 35 to 40 — mammography experience of choice and independence in provider selection

ercent Who Don’t Get Mammograms

Why: Fear, discomfort, a prior bad experience, mation, no desire to know ndertake an evergreen, “always on” multi-message, solution

to a Better Experience

atients with other providers or women who are "mammogram-hoppers" of a better experience estimonials and advocacy messages

Audiences (cont.)

B2C

Targeted demographic focus: Women between the ages of 35 and 75.

KEY POINTS FOR

∙ We provide an exc peace of mind for

∙ We are the national but we’re more than as a trusted welln

∙ We are warm and

∙ We are caring and drive our behavior

∙ We strive to provide knowledgeable an

∙ We are in the very dimension of the

We never use fear as a tactic with patients or potential words and imagery to take action. We inspire patients for a lifetime of

OR PATIENTS

ceptional experience, exceptionally accurate results and everyone we serve.

national leader in mammography screening and imaging services, than that. We help patients achieve and maintain optimal health ess partner.

d welcoming in serving the needs of everyone we meet.

d compassionate, using our hearts to guide our actions and rs.

vide a best-in-class experience that includes being fast, accurate, nd professional.

y human business of healthcare and understand the emotional patient experience.

potential patients. Instead, we empower patients through patients to partner with us on their breast health journey peace of mind.

Audiences (cont.)

B2B

REFERRING

PHYSICIANS: CULTIVATE COLLABORATIVE CARE

∙ Key inﬂuencers with patients who follow referral recommendations

∙ Can bridge the mammography knowledge and information gap with patients

∙ Strong opportunity for breast health advocacy

TARGETED PHYSICIAN FOCUS:

OB/GYN

Internal Medicine

Family Practices

Breast Surgeons

KEY POINTS FOR

∙ Clinical excellence in breast imaging, cancer detection r

∙ Innovative technolog SmartCurve comf delivers both accu our screening platform, advancements in select Mammo+Heart breast and heart health

∙ Highest standards of care in the deliv as evidenced by our accreditation prog

∙ Leaders in breast imaging database breast health. Wh new processes to to lead the way to serve every year.

OR PHYSICIANS

e and accuracy: Dedicated breast radiologists, sub-specialized g, yield proven quality metrics of lower recall rates and higher rates far exceeding national standards.

ology: Most centers are equipped with 3D imaging technology and ort technology to provide an integrated screening platform that curacy and comfort. And with the integration of AI software into platform, we're now able to detect breast cancer even earlier, and offer other areas of women's health, such as Mammo+Heart. Patients may Mammo+Heart at the time of their mammogram and gain insight into both their health at the same appointment.

ds of care: Solis Mammography follows the highest standards very of advanced breast health services for our patients, our active participation in breast imaging and breast care ograms, including BICOE and NAPBC.

health: Solis Mammography has the nation’s largest breast ase and actively participates in clinical research in the ﬁeld of hether it’s exploring new advancements, such as AI, or activating enhance a patient’s experience in our centers, we will continue o greater peace of mind for the almost two million patients we

Tone and Voice

Tone and voice give life to our brand proposition — they are an ac in all our written communications, both internally and externally, authentic and distinctive personality and promise of Solis Mamm only engage the reader — we leave behind an indelible impression that we deliver.

Our tone: TRUSTED KNOWLEDGEABLE

INSPIRING

∙ As the nation’s lar with a 40-year his by patients, provide

∙ With breast-dedica skilled breast specialists, with a dedication

∙ We communicate mammography th personal and respe women as active p

∙ The collaborative our referring partn responsive, and h

∙ Our commitment their annual mam encouraging and

∙ We are inclusive, an and communities

ctive representation of the people behind the brand. Expressed they are as important as our visual identity in reinforcing the mography. When we write with our brand voice in mind, we not ession of the true nature of who we are, what we do and the value

rgest independent provider of breast screening services — history — our tone conveys that we are trusted and respected viders and the healthcare community.

dedicated radiologists, highly trained mammographers and specialists, our tone conveys that we are knowledgeable experts to excellence and patient service.

e our compassionate, patient-focused approach to through a warm, welcoming and caring tone that is both espectful. We do not objectify women or breasts. We treat participants in their own care.

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

ent to delivering a better experience so women won’t avoid mammogram is supported by an approachable, positive, empowering tone.

answering the needs of women across generations, cultures ommunities through a tone that is respectful and accepting.

Tone and Voice

We have compiled a helpful list of Do’s and Don’ts as you prepa

Brand

Do talk about health and wellness and the beneﬁt of building healthy, lifelong habits.

Do talk about annual screening as the foundation of our Peace of Mind Mammogram: knowledge, early-detection, empowerment.

Do talk about a better mammogram and what that means: breast-dedicated expertise; state-of-the-art technology, including AI, Mammo+Heart, 3D mammography and SmartCurve; an exceptional experience, f rom the point of scheduling to receiving results.

Do champion women at every stage of their life and inspire them to live their best life through wellness.

Don’t forget who our audience is: smart, informed healthcare consumers who are actively involved in their own health and the health of their families.

epare material for our various audiences.

Content

Do bring our brand to life.

Do write for your audience, understanding the distinctive needs of the reader

Do focus on delivering speciﬁc beneﬁts and value to the reader with meaningful “ what’s in it for them” content. Always be direct about what you’re asking them to do.

Do connect with your audience with lively and engaging content that evokes the approachable nature of our brands.

Do write clearly, concisely and simply — without hyperbole or exaggeration.

Do use familiar, natural language, avoiding terminology that some members of your audience may not understand.

Do write in the present tense and use an active, rather than passive voice.

Don’t use vague or indirect language that can be misinterpreted or misunderstood.

Don’t forget to clearly connect the “ idea” of Solis Mammography with the “real world reality” of what we offer to each audience we communicate with. Always bring the concept or message “home.”

Style Guide Over vi

Always use the full name of Solis Mammography externally Internally, the corporate entity is referred to as Solis.

STANDARD TERMINOLOGY

∙ Team members – not employees

∙ Patients – not customers, clients or guests

∙ Technologists – not technicians or techs

∙ Centers – not clinics, facilities, ofﬁces or locations

∙ Contact Center – not Call Center

∙ Physician – Use M.D. after the name instead of Dr., for example, Chirag Parghi, M.D., not Dr. Chirag Parghi on ﬁrst reference. Use periods when abbreviating academic degrees. For example: M.D.

∙ Addison office or home office in Addison – not corporate office or headquarters

externally for brand consistency and awareness.

∙ 3D mammography – for general use

∙ 3D Mammography™ – when referring to speciﬁc Hologic technology

AI – Artiﬁcial Intelligence is always abbreviated in all caps

∙ Mammo+Heart – use registration mark with Mammo+Heart on ﬁrst reference

∙ SmartCurve – one word

∙

∙ X-ray

∙ Healthcare – one word

∙ Breast ultrasound

∙ Stereotactic biopsy

∙ Ultrasound guided biopsy

∙ Bone density scanning

∙ Screening mammography

∙ Diagnostic mammography

∙ Screening, not imaging

∙ www.SolisMammo.com

Style Guide Over vie

Punctuation and Symbols

∙ Use one space following a period before beginning the next sentence.

∙ Use one space before and one space after an em dash. (Example: Our mission is to be the preferred — and most trusted — national provider of mammography screening and comprehensive breast health services for patients, referring physicians and health system partners.)

∙ Use an en dash to indicate spans or differentiation; where it may be considered to replace “and” or “to” (Example: June 1 – June 15; 100 – 200).

∙ Use one space before and one space after an ellipsis.

∙ Do not include a space on either side of a forward slash.

∙ Do not use the serial comma in general; however, if a serial comma provides clarity to the reader in a particular situation, then it can be used.

∙ Use a comma after e.g. or i.e. when representing “for example” or “that is.”

∙ Spell out “and” instead of using an ampersand.

∙ For phone numbers, please use this style: 866-717-2551

Quotation Marks

∙ Periods and commas always go within quotation marks.

∙ Dashes, semicolons, question marks and exclamation points go within quotation marks when they apply to the quoted material only. They go outside quotation marks when they apply to the whole sentence.

Style Guide Over vie

Dates

∙ There are three components to a date: month, date and year. If one of these is missing, a comma is not needed. When all three are present, the year is set off by a comma. (Example: January 2019 versus Jan. 1, 2019.

∙ Spell out the month unless it is used with a date. When used with a date, abbreviate only the following months: Jan., Feb., Aug., Sept., Oct., Nov. and Dec.

∙ Do not add st, nd, or th after a date.

Numbers

∙ Spell out numbers one through nine.

∙ Exceptions:

– Number in headline or email subject line.

– Number preceding percentage.

– Number preceding million, billion or trillion.

– Number indicating physical measurement (e g., speed, temperature, distance, weight, volume).

∙ Spell out any number that begins a sentence unless the number is a year

Capitalization

∙ Use title case for headlines and email subject lines:

– Capitalize the ﬁrst and last word, regardless of part of speech.

– Capitalize nouns, pronouns, verbs, adjectives and adverbs.

– Lowercase prepositions and conjunctions with three or fewer letters.

– Lowercase articles.

∙ Subheads should use sentence capitalization and not title capitalization.

∙ Job titles: Capitalize titles when used before a person’s name. Do not capitalize if used after the name. And, never capitalize a job title that stands alone. (Example: Chief Executive Ofﬁcer Grant Davies versus Grant Davies, chief executive ofﬁcer.

Trademark Symbols

∙ Use the trademark symbol in every instance in advertising materials; use it only on ﬁrst reference in long-form content.

Solis Mammograp

Adherence to standards for the Solis Mammography logo is impo tinted and must always be used in the indicated colors. It may be Palette on page 30 for speciﬁcs. Never recreate the logo and never export size. You can ﬁnd approved logos in various formats in the

Below are examples of the Solis Mammography logo, along with

LOGO CLEAR SPACE

In order to maintain a focus on the logo and to ensure clarity and legibility, the logo must be surrounded by sufﬁcient space. Our guidelines require that space equal to the height of the “S” in Solis be place on all four sides of the logo

aphy Logo Usage

important in protecting the brand’s integrity. The logo may never be placed over a lightly tinted background photo or color. See Color er increase the size of a logo in JPG or PNG format beyond the Solis Playbook, including joint venture logos.

with minimum logo size guidelines:

Please note:

The "Solis" standalone logo is for internal use only. This is not a trademarked/owned brand name and should not be used to represent our consumer and patient-facing entity. Height no less than .50”

MINIMUM LOGO SIZE

Tagline Usage

Solis Mammography's tagline is: Home of the Peace of Mind Mammogram™

Peace of Mind Mammogram™ is always in bold and the statement is always in italics and trademarked.

Logo Variations

The logotype may be reversed out to white if it is used against a p occasions where the logo may need to print in one color, grayscale

Below are examples of the logo variations: Preferred Usage

White on a primary palette color background

White on 70% g

rimary palette color background. There also may be some scale or reversed.

Mammography black or 70% gray logos

grey background

** For digital use only **

Solis

Joint Venture Logo

Joint Venture Market Logos: In most Solis Mammography markets, materials that promote all center locations. However, for our Jefferson Healthcare partnership in South Florida, we use a co-branded logo

Please contact marketing logo usage and market

ogo Usage

markets, the Solis Mammography logo is used for all market-wide Jefferson Health partnership in Philadelphia and our Memorial logo on all market-wide materials. See examples below:

Together with

marketing for more insight into market exceptions.

Solis Mammograp

PRIMARY

PMS | 2623

C

CMYK | 75 100 8 26

RGB | 81 28 108

HEX | #511C6C

PMS | 131 C

CMYK | 0 26 80 20

RGB | 204 138 0

HEX | #CC8A00

SECONDARY

PMS | 2612

C

CMYK | 66 100 10 1

RGB | 119 37 131

HEX | #772583

PMS

| 240 C

CMYK | 23 93 0 0

RGB | 197 41 155

HEX | #C5299B

PMS | 5205 C

CMYK | 0 25 9 47

RGB | 135 101 123

HEX | #87657B

aphy Color Palette

PMS | 5215 C

CMYK | 0 15 5 31

RGB | 175 149 166 HEX | #B096A7

PMS | 7411 C

CMYK | 0 25 54 10

RGB | 230 166 93 HEX | #E6A65D

PMS | 7402 C

CMYK | 4 13 50 0

RGB | 245 215 146 HEX | #F5D792

The brand font for all external materials is Montserrat. The

PRIMARY TYPEFACE: MONTSERRAT FAMILY

We use heavier weights in our headlines and subheads to convey a bold message. We use regular or medium weights for our body copy. Legibility is key. We use italics for emphasis.

The font for internal business communications is Calibri.