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Ali'i Marketing By Design · Coverage Map
RAM Radiology Group
parenthttps://ramradiology.com
57%of 28 intake sections have some content
13 conflicts between sources15 solid1 partial0 thin12 empty
Start the work
15 solid · 12 empty · 57% coveredPlenty to work with. Start a draft. The bot or research dumps will firm up the rest while you move.
Draft Brand Foundation
A 14-section strategic brief: elevator, aim, audience, USP, voice, values, origin, future, challenges, competition. Each section flagged with confidence so you can see what's solid vs inferred.
~60 seconds
Draft Website Brief
Project scope, user journeys, functionality priorities, SEO direction, and inspiration analysis. Brand Foundation runs first if not already on file.
~2 minutes
Generate full strategy + Project Board
Brand Foundation + Positioning + Website Brief + Production Pack + Project Board. The whole pipeline. Use this when you've got enough to start visible work.
~5–7 minutes
In parallel: while work runs, you can send RAM Radiology Group a bot link for the remaining client questions, drop in more documents below, or assign research tasks to your assistant from the workboard.
Sub-brands (4)
Documents on file (3)
Website Quote Worksheet — RAM/Guilford
Clientworksheet·6h ago
4193 tokens · 3¢
Zoom Notes 2 — Kevin Ordway
Kimcall notes·6h ago
5631 tokens · 5¢
Zoom Notes 1 — Kevin Ordway
Kimcall notes·6h ago
7494 tokens · 7¢
Loading workboard…
Business Aim & Objectives
solidElevator statementKim
Tell me about your business. What do you do, who do you serve, and why is it relevant today?
RAM Radiology is a radiology practice with multiple locations in Connecticut that operates two outpatient centers offering various imaging services, an aesthetic and vein clinic, and recently acquired Madison Radiology. Their main hospital partner is Middlesex Health in Middletown, Connecticut, which represents 65% of their revenue.
From: Kim — "Zoom Notes 2 — Kevin Ordway" · evidence: "Kevin explained that Middlesex Health in Middletown, Connecticut is their main hospital partner, representing 65% of their revenue. The prac…"
1 other contribution
Kim — Zoom Notes 1 — Kevin Ordway · high
RAM Radiology is a parent company operating three sub-brands in Connecticut: Guilford Radiology, Madison Radiology, and Middletown Vein & Aesthetic Clinic (MVAC). They run two full-service outpatient imaging centers located 10 minutes apart, serving patients who need diagnostic imaging services. They operate in a CON (Certificate of Need) state which provides some competitive protection. Middlesex Health represents 65% of their revenue as their primary hospital partner.
emptyBusiness aim
What is the purpose of your organization? What change are you trying to make in the world?
Nothing on file yet. The bot will ask about this.
solidBusiness objectivesKim
Help me understand the business model. How do you operate and generate revenue? What are your key goals right now?
RAM Radiology generates revenue primarily through their hospital partnership with Middlesex Health (65% of revenue) and through their two outpatient imaging centers. They recently invested $500k remodeling the Madison facility after acquiring a 40-year solo practice. Current key goals include strengthening market presence for their outpatient imaging centers and women's health services, resolving a critical dispute with Middlesex Health over stipend payments, and replacing their outdated RIS/PACS system by year-end.
From: Kim — "Zoom Notes 1 — Kevin Ordway" · evidence: ""Middlesex Health represents 65% of revenue" and "Madison facility recently remodeled ($500k investment) after 40-year solo practice acquisi…"
solidTarget audienceKim
Who are you serving? Walk me through your ideal customer — who they are, what they're dealing with, who makes the buying decision.
Their marketing focus has been on targeting women, particularly those interested in aesthetic and vein services. They also serve patients referred through their main hospital partner, Middlesex Health. Patient choice is affected by perceived restrictions from referring doctors, particularly those affiliated with Yale.
From: Kim — "Zoom Notes 2 — Kevin Ordway" · evidence: "Kevin shared that their marketing focus has been on targeting women, particularly those interested in aesthetic and vein services... citing …"
1 other contribution
Kim — Zoom Notes 1 — Kevin Ordway · high
The primary target audience is patients needing diagnostic imaging services, with particular focus on women's health services. Patients seek specific locations (Guilford or Madison) based on local brand recognition rather than shopping across the network. Kevin noted the need for a creative female perspective for women's health marketing, indicating this demographic is strategically important. Referring physicians are also a key audience, with their facility manager visiting referring offices approximately half-day weekly.
emptyHuman impact
What kind of experience do you want customers to have with your brand? Before, during, and after they engage with you.
Nothing on file yet. The bot will ask about this.
emptyCustomer transformation
What transformation does your ideal customer experience as a result of working with you? Where are they when they start, and where are they when you're done?
Nothing on file yet. The bot will ask about this.
emptyUnique selling proposition
What makes your offering truly unique? What can you say about your business that nobody else can?
Nothing on file yet. The bot will ask about this.
emptyValues and ethos
What core values guide your business? These should be the things that influence how you operate internally and how you show up externally.
Nothing on file yet. The bot will ask about this.
solidOrigin storyKim
How did your organization come to life? Tell me the story — where it started, what pivoted you, what moments mattered.
The practice recently acquired Madison Radiology. Previously worked with Hearst Communications for marketing campaigns but discontinued the service about six months ago, following budget constraints from COVID.
From: Kim — "Zoom Notes 2 — Kevin Ordway" · evidence: "recently acquired Madison Radiology... they previously worked with Hearst Communications for marketing campaigns before discontinuing the se…"
1 other contribution
Kim — Zoom Notes 1 — Kevin Ordway · medium
Guilford Radiology has 25-30 years of established local brand equity. Madison Radiology has 40 years of local brand equity, having been a solo practice that RAM Radiology recently acquired. RAM invested $500k remodeling the Madison facility after the acquisition. About 7 years ago, the practice spent approximately $80k annually on marketing, which was then eliminated during COVID. More recently, they hired Hearst Communications for about 1 year at $4-5k/month for email campaigns, SEO, digital/banner ads, Facebook ads, and print advertising, but recently canceled that relationship.
emptyFuture vision
What does the next 5 to 10 years look like for you? What will remain constant and what will evolve?
Nothing on file yet. The bot will ask about this.
solidCurrent challengesKim
What's not working as well as you'd like right now? Be specific about the pain points in your brand, marketing, or audience engagement.
They face competition from Yale and other hospitals acquiring practices. Their aesthetic business (laser hair removal and Botox services) is barely profitable and managed by a PA who relies on personal charm rather than business strategy. They have challenges with their current RIS (Medics/ADS) and are evaluating new systems. There are issues with website updates not being executed properly (Spencer Beck's information not updating as intended). Patient choice is constrained by perceived restrictions from referring doctors at competing institutions. Their current website setup involves four separate websites with significant duplication that makes updates difficult.
From: Kim — "Zoom Notes 2 — Kevin Ordway" · evidence: "Kevin expressed concerns about their aesthetic business, particularly laser hair removal and Botox services, which are barely profitable and…"
1 other contribution
Kim — Zoom Notes 1 — Kevin Ordway · high
Key challenge is educating patients about their choice of imaging provider versus hospital-affiliated competitors like Yale and Hartford. The vein business is declining due to new vascular surgery competitors entering the market. MVAC Aesthetic Clinic is struggling under PA leadership with minimal marketing effort and is barely profitable—Kevin would prefer to shut it down. The practice faces a critical RIS/PACS technology crisis with their outdated Medics system (described as 'built on 286 computer in DOS') and ADS blocking integrations to protect their competitive position. Their facility manager demands Epic integration, but the estimated setup cost is $1M+ and Yale Community Connect inquiries have gone unanswered. Current websites have limited ongoing maintenance and updates, and the sites force patients to call rather than book online due to poor RIS-to-website connectivity.
solidCompetitionKim
Who are your competitors? How are you similar or different?
Yale is their primary competitor. Other competitors include hospitals that are acquiring practices in Connecticut. They operate in a protected CON (Certificate of Need) state, which provides some competitive protection, but Yale and other hospital systems still pose significant competitive threats. Kevin cited an example of losing patients to Yale due to perceived restrictions from Yale-affiliated doctors.
From: Kim — "Zoom Notes 2 — Kevin Ordway" · evidence: "Kevin discussed the market presence and competitive landscape... they face competition from Yale and other hospitals acquiring practices... …"
1 other contribution
Kim — Zoom Notes 1 — Kevin Ordway · high
Main competitors are Yale and Hartford health systems with strong market presence. The biggest long-term competitive threat is hospital systems buying independent practices. For the vein business specifically, new vascular surgery competitors have entered the market causing decline. Connecticut is a CON (Certificate of Need) state which provides some competitive protection. Within the aesthetic clinic space, MVAC faces a competitive market for laser hair removal, Botox, and aesthetic services.
emptyBrand personality and voice
What descriptive words capture your brand? Bold, reliable, playful, expert? And what tone should your brand use to communicate online — warm and conversational, professional and authoritative, witty and bold?
Nothing on file yet. The bot will ask about this.
emptyContent themes and success metrics
What subjects should your brand consistently talk about? And how will you know if your branding and marketing efforts are succeeding?
Nothing on file yet. The bot will ask about this.
Website Worksheet
solidWhy a new websiteClientKimconflict
Why are you seeking custom web design or development right now? What prompted this?
The client is seeking a website redesign for two existing sites: ramradiology.com and guilfordradiology.com.
From: Client — "Website Quote Worksheet — RAM/Guilford" · evidence: "Project type: Website Redesign; Existing websites: https://ramradiology.com/ and https://guilfordradiology.com/"
2 other contributions
Kim — Zoom Notes 2 — Kevin Ordway · high
Kevin expressed interest in modernizing their website with better functionality for scheduling and patient interaction, particularly given their plans to switch RIS systems by year-end. The current website setup involves four separate websites with significant duplication that makes updates difficult and inefficient.
Kim — Zoom Notes 1 — Kevin Ordway · high
Kevin is seeking website improvements to address multiple needs: better patient education about choosing independent imaging providers over hospital-affiliated competitors, stronger digital presence for women's health services, and improved functionality for online scheduling. The current GoDaddy-based websites built with Palm Tree Creative have limited ongoing maintenance and updates. Kevin acknowledged the need for more interactive, functional patient portal capabilities. Current limitations force patients to call rather than book online due to poor RIS-to-website connectivity.
2 conflicts between sources
Distinct sources disagree on this section. The bot should confirm with the client when it gets here.
solidProblems to solveClientKimconflict
What problems do you hope the new website will solve — for your business, your audience, or both?
The new website must solve for: reducing team workload and increasing operational efficiencies (ranked 5 — Must Have); generating leads or inquiries (4); establishing brand trust or authority (4); supporting existing customers (4); and promoting specific services or products (4).
From: Client — "Website Quote Worksheet — RAM/Guilford" · evidence: "GOALS & OBJECTIVES ranked — 'Reduce team workload / Increase operational efficiencies: 5' plus other items ranked 4"
2 other contributions
Kim — Zoom Notes 2 — Kevin Ordway · high
The website needs to solve: consolidation of four separate websites to reduce duplication and make updates easier; better online scheduling functionality; improved patient interaction capabilities; addressing issues where website updates don't execute properly (e.g., Spencer Beck's information not updating); creating a larger unified brand presence while maintaining individual facility identities.
Kim — Zoom Notes 1 — Kevin Ordway · high
The website should solve several problems: educate patients about their choice of imaging provider versus hospital systems, improve online scheduling functionality (current limitations force patients to call), create better RIS-to-website connectivity, and provide a more interactive and functional patient portal. Kevin wants the sites to better support patient acquisition and engagement, particularly for women's health services. The websites need to be less purely functional and more engaging (Kevin noted Palm Tree Creative's analytical approach produces 'functional' but not 'sexy' websites).
2 conflicts between sources
Distinct sources disagree on this section. The bot should confirm with the client when it gets here.
solidCurrent site statusClientKimconflict
If we're building on an existing site, tell me what's working well and what isn't. I've already taken a look at your current site — let's compare notes.
Two existing sites are in place: ramradiology.com and guilfordradiology.com. No details provided on what is currently working well or what isn't.
From: Client — "Website Quote Worksheet — RAM/Guilford" · evidence: "Existing websites: https://ramradiology.com/ and https://guilfordradiology.com/"
2 other contributions
Kim — Zoom Notes 2 — Kevin Ordway · high
Currently operating four separate websites (RAM website and three others for different facilities). The RAM website was kept separate primarily for billing inquiries, as patients typically don't seek out radiologists directly. There is significant duplication across the sites. Updates are difficult to execute and sometimes fail (example: Spencer Beck's information not updating as intended). Kevin explained their decision to keep separate websites for different locations rather than consolidating under one umbrella brand, though he's now exploring consolidation options.
Kim — Zoom Notes 1 — Kevin Ordway · high
Currently have four separate websites on GoDaddy platform, built with Palm Tree Creative: sites for RAM, Guilford Radiology, Madison Radiology, and MVAC. The sites use minimal stock photography and have invested in professional photography. There is some cross-linking between Guilford and Madison sites for services, with service grids showing which modalities are available at each location. Cross-referrals are built in (e.g., Madison MRI page directs to Guilford). However, the sites have limited ongoing maintenance and updates. The RAM website exists primarily for billing inquiries, not patient acquisition. Kevin handles website changes himself or through Palm Tree contractor, with IT infrastructure support from Technologics.
2 conflicts between sources
Distinct sources disagree on this section. The bot should confirm with the client when it gets here.
solidFunctionality and complianceClientKimconflict
What functions does the website need to support — blog, video library, contact forms, intake forms, appointment booking, anything else? And any legal, security, or accessibility standards we need to meet (HIPAA, ADA/WCAG, cookie policies)?
Must-have functionality (ranked 5): Intake or Patient Forms. High priority (ranked 4): Appointment Request / Booking Tool, 'Smart' Contact Form (conditional functionality), Search Functionality. Medium priority (ranked 3): Document Downloads (PDFs, brochures), Resource Library, Custom functionality sections (job listings, team member pages). Lower priority (ranked 2): Blog or News Section, Newsletter Sign-up, Video Embeds, E-Commerce / Shopping Cart, Multi-language Support. Not needed (ranked 0): Private or Member-only Pages.
From: Client — "Website Quote Worksheet — RAM/Guilford" · evidence: "CORE FUNCTIONALITY section — 'Intake or Patient Forms: 5', 'Appointment Request / Booking Tool: 4', etc."
2 other contributions
Kim — Zoom Notes 2 — Kevin Ordway · medium
The website needs better online scheduling functionality and improved patient interaction capabilities. They are evaluating integration with new RIS systems (Avidox or Royal) and need to determine if Community Connect integration with Yale is possible.
Kim — Zoom Notes 1 — Kevin Ordway · high
The website needs online scheduling capability with better RIS-to-website connectivity (current system forces patients to call). Kevin acknowledged the need for a more interactive, functional patient portal. Sites currently include service grids showing which imaging modalities are available at each location, with cross-referral functionality built in. The practice is in crisis regarding their RIS/PACS system and must decide on a new vendor by year-end—top candidates are Avidox and Royal. They require integration capabilities that their current vendor (ADS) has been blocking.
2 conflicts between sources
Distinct sources disagree on this section. The bot should confirm with the client when it gets here.
solidTarget usersKim
Who are the users who will visit the site, and what are they looking for? Walk me through the different types — primary, secondary, and what each is trying to do.
Primary users are patients seeking diagnostic imaging services at specific locations (Guilford or Madison), with particular emphasis on women's health patients. Patients seek locations based on established local brand recognition rather than shopping across the network. Secondary users include referring physicians who the practice actively cultivates (facility manager visits referring offices approximately half-day weekly). The RAM site serves a tertiary user type focused on billing inquiries rather than patient acquisition.
From: Kim — "Zoom Notes 1 — Kevin Ordway" · evidence: ""Patients seek specific locations (Guilford or Madison) rather than shopping across network" and "RAM website exists primarily for billing i…"
emptyUser journey
Describe the full journey of a typical user — how do they arrive at your site, what action should they take, and what happens next?
Nothing on file yet. The bot will ask about this.
emptyUser experience tone
What kind of experience do you want to create for users? Educational, inspiring, trust-building, clinical but friendly — what words capture it?
Nothing on file yet. The bot will ask about this.
partialConversionsClient
What counts as a conversion for your business? Filling out a contact form, demo request, purchase, phone call, signed agreement — what is the action that matters?
The primary conversion goals are: generating leads or inquiries (ranked 4), driving sales / transactions (ranked 4), and supporting existing customers (ranked 4).
From: Client — "Website Quote Worksheet — RAM/Guilford" · evidence: "GOALS & OBJECTIVES — 'Generate leads or inquiries: 4', 'Drive sales / transactions: 4', 'Support existing customers: 4'"
emptySales cycle
What's the typical length of your sales cycle from first contact to close?
Nothing on file yet. The bot will ask about this.
solidSearch visibilityClientKimconflict
How important is SEO to your goals? And what keywords or search terms would you most like to rank for?
SEO / Google visibility is ranked 3 (moderate priority). Search Engine Optimization (SEO) under technical compliance is ranked 4 (high priority).
From: Client — "Website Quote Worksheet — RAM/Guilford" · evidence: "GOALS & OBJECTIVES — 'Improve SEO / Google visibility: 3'; TECHNICAL / COMPLIANCE — 'Search Engine Optimization (SEO): 4'"
1 other contribution
Kim — Zoom Notes 2 — Kevin Ordway · medium
Kim suggested improving SEO presence as part of the website refresh and marketing strategy. The conversation covered potential opportunities for SEO improvements as part of targeted marketing approaches.
1 conflict between sources
Distinct sources disagree on this section. The bot should confirm with the client when it gets here.
solidCompetitor websitesKim
Who are your top three competitors as it relates to web presence — sites you find yourself comparing yourself to or losing business to?
Radiology Associates of North Texas was referenced as an example of effective website consolidation with microsites for different specialties that RAM could learn from.
From: Kim — "Zoom Notes 2 — Kevin Ordway" · evidence: "Kim suggested blending the websites into one to create a larger brand presence, referencing Radiology Associates of North Texas as an exampl…"
1 other contribution
Kim — Zoom Notes 1 — Kevin Ordway · medium
Kevin referenced RANT (Radiology Associates of North Texas) and Minneapolis Radiology as examples of different approaches to multi-location radiology practice websites. These appear to be reference points for comparison rather than direct competitors, as both are out-of-state practices. Kim's recent client work includes both of these organizations.
emptyCalls to action
Are there specific calls-to-action that are especially important to communicate? Schedule a consultation, apply for a job, place an order — what should the site nudge people toward?
Nothing on file yet. The bot will ask about this.
solidIntegrations and analyticsClientKimconflict
Will your site need to integrate with any other platforms — email tools, CRM, patient portals, schedulers, EHR? And do you want to track visitor activity or lead sources?
Google Analytics / Visitor Tracking is ranked 5 (Must Have). Automation integration with CRM, Messaging, and Reputation Management is ranked 4. Other tools to connect with (EMR, scheduling, payment processors, portals) are mentioned but not specified.
From: Client — "Website Quote Worksheet — RAM/Guilford" · evidence: "TECHNICAL / COMPLIANCE — 'Google Analytics / Visitor Tracking: 5', 'Automation: CRM, Messaging, Reputation Management: 4'; OTHER CONSIDERATI…"
2 other contributions
Kim — Zoom Notes 2 — Kevin Ordway · high
The website will need to integrate with their new RIS system (evaluating Avidox or Royal). They are also exploring potential Community Connect integration with Yale. Kevin is working with IT/facility manager to address current integration issues (Spencer Beck's information not updating).
Kim — Zoom Notes 1 — Kevin Ordway · high
Critical integration need: the website must connect with their RIS (Radiology Information System) for online scheduling. They're currently evaluating new RIS vendors (Avidox and Royal as top candidates) to replace their outdated Medics system from ADS. The facility manager has demanded Epic integration, but Kevin estimates $1M+ setup cost through Community Connect, and Yale Community Connect inquiries have gone unanswered. Past integration attempts with Alpha Notice and Infinix failed due to ADS blocking integrations to protect their competitive position. Kevin must obtain a definitive rejection from Yale regarding Community Connect access before proceeding with alternative RIS options.
2 conflicts between sources
Distinct sources disagree on this section. The bot should confirm with the client when it gets here.
solidBrand alignment and inspirationClientKimconflict
Do you favor specific colors or fonts? Are there competitors or inspiration sites you admire — or actively dislike? Walk me through what you like or don't, and why.
Branding (logo, colors, fonts) is already established. Photography will be provided by the client. No example websites, competitor inspiration sites, or color/font preferences were specified.
From: Client — "Website Quote Worksheet — RAM/Guilford" · evidence: "CONTENT AND BRANDING — 'Branding (logo, colors, fonts): Already established', 'Photography: You will provide'; OTHER CONSIDERATIONS — 'Examp…"
2 other contributions
Kim — Zoom Notes 2 — Kevin Ordway · medium
Radiology Associates of North Texas website was referenced favorably as an example of effective brand consolidation with microsites for different specialties—representing the kind of unified-yet-differentiated structure Kevin is now considering.
Kim — Zoom Notes 1 — Kevin Ordway · medium
Kevin described Palm Tree Creative's work as 'functional' but not 'sexy,' indicating he wants websites that are more engaging and visually appealing while maintaining functionality. He seeks a creative female perspective for women's health marketing, suggesting he wants a warmer, more patient-centered aesthetic than the current analytical approach provides. The practice has invested in professional photography rather than relying on stock images, showing commitment to authentic visual branding.
2 conflicts between sources
Distinct sources disagree on this section. The bot should confirm with the client when it gets here.