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Ali'i Marketing By Design · Coverage Map
SWDIC + CMI (Southwest Diagnostic)
standalonehttps://swdic.com
86%of 28 intake sections have some content
24 solid0 partial0 thin4 empty
Start the work
24 solid · 4 empty · 86% coveredCoverage is rich. Generate the full pack — gaps that remain can be firmed up as the work moves.
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 SWDIC + CMI (Southwest Diagnostic) a bot link for the remaining client questions, drop in more documents below, or assign research tasks to your assistant from the workboard.
Documents on file (1)
SWDIC + CMI Business Aim & Objectives — completed worksheet
Clientworksheet·6h ago
11128 tokens · 10¢
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Business Aim & Objectives
solidElevator statementClient
Tell me about your business. What do you do, who do you serve, and why is it relevant today?
SWDIC and CMI are the gold standard of diagnostic imaging in North Texas. Southwest Diagnostic Imaging Center (SWDIC) and Southwest Diagnostic Center for Molecular Imaging (CMI) are two specialized outpatient imaging centers located on the Texas Health Dallas campus. Together, they represent North Texas's most comprehensive destination for diagnostic radiology. SWDIC has delivered advanced imaging since 1985, offering MRI, CT, ultrasound, mammography, X-ray, fluoroscopy, DEXA, and myelography through a team of 200+ healthcare professionals. CMI, established in 2003, leads the region in molecular imaging, focusing exclusively on PET/CT and CT for cancer diagnosis, staging, and monitoring. Both centers hold ACR designation as Imaging Centers of Excellence, are supported by the radiologists of Radiology Associates of North Texas, and have participated in more than 550 clinical research studies since 1997. The result is a level of trust patients and physicians rarely find in outpatient imaging: serving more than 4,000 referring physicians annually across both centers, a 4.9 Google rating backed by more than 7,600 patient reviews, with 90% of patients seen in under 10 minutes.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Full elevator statement section, verbatim from worksheet."
solidBusiness aimClient
What is the purpose of your organization? What change are you trying to make in the world?
Our purpose is to provide unsurpassed patient care, the most advanced diagnostic imaging technology, and the highest standards of quality, serving our referring physicians and their patients with excellence at every step.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Business Aim section, verbatim from worksheet."
solidBusiness objectivesClient
Help me understand the business model. How do you operate and generate revenue? What are your key goals right now?
SWDIC and CMI are independently managed, freestanding outpatient imaging centers located on the Texas Health Dallas campus, generating revenue through fee-for-service diagnostic imaging. We accept a broad range of insurance plans, including Medicare, Medicaid, and more than 75 managed care plans, as well as self-pay patients with flexible payment plans and CareCredit options. Our radiologist read services are provided by Radiology Associates of North Texas. Key operational goals include: Delivering fast, accurate results that referring physicians can count on, with standard report turnaround of 24 to 48 hours and STAT critical findings in under one hour; Maintaining ACR designation as Imaging Centers of Excellence across all accredited modalities; Growing and supporting physician referral relationships through tools like our Physician Portal, pre-certification assistance, and fast-track ordering; Serving patients with extended weekday hours and weekend availability for select modalities, ensuring access to care that fits their schedules; Offering flexible payment plans and CareCredit options to reduce financial barriers to care; Continuing our active clinical research program, currently 120+ active studies, as a valued research imaging partner.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Business Objectives section, verbatim from worksheet."
solidTarget audienceClient
Who are you serving? Walk me through your ideal customer — who they are, what they're dealing with, who makes the buying decision.
Our audience falls into two groups: referring physicians and patients. Referring physicians are our primary decision-makers, the ones who order imaging and choose where to send their patients. We serve physicians of all types: independent practitioners, private practices, concierge physicians, specialists, and those affiliated with larger groups or hospital systems across the Dallas-Fort Worth region. Their patients are our end users, people of all ages seeking everything from routine preventive screenings like mammography and bone density testing, to complex diagnostic workups.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Target Audience section, verbatim from worksheet."
solidHuman impactClient
What kind of experience do you want customers to have with your brand? Before, during, and after they engage with you.
Our guiding principle is simple: treat every patient as you would your most cherished loved one. We recognize that most patients come to us during a stressful time, and we are dedicated to easing their anxiety through compassionate, attentive care. From the moment a patient arrives, a care team member escorts them from check-in to their scanning area, where a technologist walks them through every step of their procedure. When the exam is complete, that technologist escorts them to checkout, where a care team member guides them through their final steps before they leave. We are dedicated to answering patient questions, providing results quickly and accurately, and delivering compassionate care and helpful, high-quality service before, during, and after every exam.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Human Impact section, verbatim from worksheet."
solidCustomer transformationClient
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?
Patients arrive with uncertainty, sometimes fear, and leave with answers. Whether it's a routine mammogram that confirms peace of mind, or a PET/CT that gives an oncologist the staging data needed to begin treatment, our work transforms the unknown into actionable knowledge. For referring physicians, the transformation is one of confidence: they trust that their patients are in good hands, that results will arrive quickly, and that our radiologists are readily available if they have questions or simply want to review a finding from a report.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Customer Transformation section, verbatim from worksheet."
solidUnique selling propositionClient
What makes your offering truly unique? What can you say about your business that nobody else can?
Few imaging centers in North Texas can offer what we do: four decades of continuous, independent operation located on the Texas Health Dallas campus, with the breadth of SWDIC's full-service radiology and the depth of CMI's molecular imaging specialization, providing a turn-key imaging solution for referring physicians and their patients. We hold ACR designation as Imaging Centers of Excellence across multiple modalities, offer extended weekday and weekend hours, and maintain more imaging equipment than most competitors, enabling same-day add-ons and shorter wait times. Averaging 350 patients a day and serving more than 4,000 referring physicians annually across both centers, we are one of the most active and trusted outpatient imaging centers in North Texas. We are independently managed and focused on providing excellent images, complete reports, with a quick turnaround that patients and their referring physicians appreciate. We are also a trusted research imaging partner, having completed more than 550 clinical studies since 1997 with 120+ active studies currently underway. Together, this is what has established SWDIC and CMI as the gold standard of imaging in North Texas.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Unique Selling Proposition section, verbatim from worksheet."
solidValues and ethosClient
What core values guide your business? These should be the things that influence how you operate internally and how you show up externally.
Compassion: We see patients as people first, not procedures. We treat every patient as we would our most cherished loved one. Precision: Accuracy in imaging and communication is non-negotiable. We invest in state-of-the-art imaging equipment to ensure every image and every report meets the highest diagnostic standards. Accessibility: Advanced care should be available to everyone, on a schedule that works. Integrity: We operate with transparency, from billing to results. Excellence: Forty years of continuous improvement drives everything we do. Patient-Centeredness: Every process, technology, and interaction is evaluated from the patient's perspective.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Brand Values & Ethos section, verbatim from worksheet."
solidOrigin storyClient
How did your organization come to life? Tell me the story — where it started, what pivoted you, what moments mattered.
Southwest Diagnostic Imaging Center was founded in 1985 by our radiologists, who at the time practiced independently. For nearly two decades, SWDIC grew into one of the most respected independent imaging centers in North Texas. In 2003, recognizing the emergence of molecular imaging as a transformative force in oncology diagnosis, the organization launched Southwest Diagnostic Center for Molecular Imaging, a dedicated PET/CT and CT facility focused specifically on cancer imaging and staging. Over time, our radiologists joined Radiology Associates of North Texas (RANT), one of the nation's largest and fastest-growing radiology practices, further strengthening the clinical depth and expertise behind every read. Today, SWDIC and CMI are co-owned 50/50 by Texas Health Resources and Radiology Associates of North Texas. Both centers are located on the Texas Health Dallas campus, centrally situated in the Dallas hospital corridor. In 2025, SWDIC proudly celebrated 40 years of serving physicians and patients across North Texas.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "History section, verbatim from worksheet."
solidFuture visionClient
What does the next 5 to 10 years look like for you? What will remain constant and what will evolve?
What will remain constant: our commitment to ACR-designated quality, our patient-first culture, and our dedication to serving referring physicians and their patients with excellence. What will evolve: we see significant growth opportunities ahead, potentially in partnership with Radiology Associates of North Texas. These include the expansion of PET/CT imaging capabilities, the development of traditional imaging centers outside the current Texas Health footprint, and the introduction of Theranostics, a natural extension of CMI's molecular imaging expertise that combines targeted diagnosis and therapy for cancer patients.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Future Vision section, verbatim from worksheet."
solidCurrent challengesClient
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.
Operating two separate websites has created fragmented brand recognition, with patients and even some referring physicians unaware that SWDIC and CMI are sister organizations sharing the same campus and leadership. This duplication also creates maintenance inefficiencies and makes it harder to present a cohesive brand story digitally. The current digital experience does not fully reflect the sophistication and warmth of the in-person experience. Key areas for review and improvement include: SEO presence, particularly for high-intent searches around cancer imaging, PET scans, and specialized radiology in Dallas; SEM strategy, evaluating whether current spend is optimized, underfunded, or misallocated across campaigns; Social media engagement, which like much of healthcare, struggles to compete with more visually compelling consumer categories, but still represents an underutilized channel for education and brand awareness; Overall digital performance, identifying gaps in how we attract, inform, and convert both patients and referring physicians online.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Current Challenges section, verbatim from worksheet."
solidCompetitionClient
Who are your competitors? How are you similar or different?
The Dallas-Fort Worth metroplex is one of the most competitive outpatient imaging markets in the country. Our competitive landscape includes large multi-state imaging organizations such as Envision, Touchstone, and Rayus, as well as local independent centers including Crown, Prime, Gateway, and Northstar, most operating multiple locations across the DFW metroplex. For example, Envision has 16 locations in DFW and Touchstone has 17. What sets SWDIC and CMI apart is the combination of ownership, clinical depth, and patient experience that no competitor can replicate. We are co-owned 50/50 by Texas Health Resources and Radiology Associates of North Texas, the only imaging center in which RANT holds an ownership stake. RANT also provides radiology reads for several competing organizations, but their highest standard of partnership exists here. We offer more personalized service, faster scheduling, and greater flexibility than both hospital-based radiology departments and large multi-state imaging chains. We are high volume by design, averaging 350 patients a day, but never at the expense of the patient experience. Our many touchpoints, excellent protocols, and investment in technology that accelerates the imaging process allow us to serve that volume while maintaining the care and attention that has made us the gold standard of imaging in North Texas.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Competition section, verbatim from worksheet."
solidBrand personality and voiceClient
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?
Brand Personality: Trustworthy. Expert. Warm. Calm. Precise. Established. Patient-Centered. Approachable. Reassuring. Progressive. Gold Standard. Accessible. Innovative. Experienced. Imaging Experts. Professional. Compassionate. Brand Voice & Digital Tone: Our brand voice is warm and reassuring, grounded in clinical authority but never overly technical or corporate. We communicate in plain, accessible language, simplifying complex imaging concepts for both patients and physicians without being condescending. We are knowledgeable without being clinical, professional without being cold, and approachable without being casual. Above all, we sound local. We are the gold standard of imaging in North Texas, deeply dedicated to the physicians and patients of this community, and that should come through in everything we say and how we say it. What our voice is not: overly corporate, overly clinical, or detached. We are not a faceless national chain. We are SWDIC and CMI, trusted, established, and proud to call North Texas home.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Brand Personality and Brand Voice & Digital Tone sections, combined verbatim from worksheet."
solidContent themes and success metricsClient
What subjects should your brand consistently talk about? And how will you know if your branding and marketing efforts are succeeding?
Content Themes: What to expect during specific imaging exams, demystifying the process for patients in plain, accessible language; Cancer detection, staging, and the role of imaging in oncology; Women's health: mammography, 3D tomosynthesis, breast ultrasound, and bone density; Heart health and cardiac imaging: CCTA, CTA Coronary, Cleerly plaque reporting, and HeartFlow FFR; Advanced and specialty exams not available at every imaging center: PSMA PET for prostate cancer, LiverMultiScan, MR Elastography, and other specialized services requiring advanced equipment and established protocols; New and emerging imaging technology: AI-assisted interpretation, new PET tracers, molecular imaging advances; Exam prep tips and FAQs; Spotlighting our patient reviews and the experiences of those we serve; Behind-the-scenes: our team, our equipment, our ACR accreditations, and our research program; Physician-focused content: ordering guidance, fast-track ordering, pre-certification, and portal access; Dallas/North Texas community health topics. Success Metrics: Growth in physician referral volume, our primary business metric, tracked monthly by individual referring physician to identify trends, catch declines early, and stay proactive; Increase in new patient appointment requests via the website; Improved organic search rankings for key imaging and cancer-related terms in the Dallas-Fort Worth market; Improved SEM performance, with a focused hierarchy: PET/CT, MRI, and CT as primary targets; ultrasound and specialty exams as secondary; all other modalities as tertiary. Ensuring spend is optimized and driving qualified traffic across all tiers; Increased website traffic, time-on-site, and lower bounce rates; Growth in inbound call volume from both patients and physician offices; Growth in social media engagement and content reach; Cleaner brand recognition between SWDIC and CMI, fewer patients and physicians unaware of the relationship between the two centers; Patient satisfaction scores via our three-question survey: willingness to refer to a friend or family member, wait time after check-in, and imaging service received; Maintaining our 4.9 Google rating and continuing to grow our review volume beyond 7,600 reviews; Patient wait times, with a standing goal of 90% of patients seen in under 10 minutes.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Content Themes / Topics and Success Metrics sections, combined verbatim from worksheet."
Website Worksheet
solidWhy a new websiteClient
Why are you seeking custom web design or development right now? What prompted this?
Operating two separate websites has created fragmented brand recognition, with patients and even some referring physicians unaware that SWDIC and CMI are sister organizations sharing the same campus and leadership. This duplication also creates maintenance inefficiencies and makes it harder to present a cohesive brand story digitally.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "From Current Challenges section: 'Operating two separate websites has created fragmented brand recognition...'"
solidProblems to solveClient
What problems do you hope the new website will solve — for your business, your audience, or both?
The new website should solve fragmented brand recognition between SWDIC and CMI, reduce maintenance inefficiencies from operating two separate sites, better reflect the sophistication and warmth of the in-person experience digitally, and address gaps in SEO presence (particularly for high-intent searches around cancer imaging, PET scans, and specialized radiology in Dallas), SEM strategy optimization, social media engagement, and overall digital performance in attracting, informing, and converting both patients and referring physicians online.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "From Current Challenges section: detailed enumeration of digital experience gaps and areas for improvement."
emptyCurrent site status
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.
Nothing on file yet. The bot will ask about this.
solidFunctionality and complianceClient
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)?
The website needs to support physician-focused tools including a Physician Portal, pre-certification assistance, and fast-track ordering. The website should facilitate new patient appointment requests. The site needs to integrate with or support a three-question patient satisfaction survey (willingness to refer to a friend or family member, wait time after check-in, and imaging service received). The site should track physician referral volume trends. The site should support content delivery across multiple themes including exam education, cancer imaging, women's health, heart health, specialty exams, emerging technology, exam prep FAQs, patient reviews, behind-the-scenes content, physician ordering guidance, and community health topics.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Physician Portal mentioned in Business Objectives; appointment requests in Success Metrics; patient survey in Success Metrics; content theme…"
solidTarget usersClient
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.
The website serves two primary user types: referring physicians (independent practitioners, private practices, concierge physicians, specialists, and those affiliated with larger groups or hospital systems across the Dallas-Fort Worth region) who order imaging and choose where to send their patients, and patients (people of all ages seeking everything from routine preventive screenings like mammography and bone density testing, to complex diagnostic workups) who are the end users receiving imaging services.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "From Target Audience section: 'Our audience falls into two groups: referring physicians and patients.'"
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.
solidUser experience toneClient
What kind of experience do you want to create for users? Educational, inspiring, trust-building, clinical but friendly — what words capture it?
The website should create an experience that is warm and reassuring, grounded in clinical authority but never overly technical or corporate, using plain, accessible language that simplifies complex imaging concepts without being condescending. The experience should be knowledgeable without being clinical, professional without being cold, and approachable without being casual. Above all, the experience should feel local and trustworthy, reflecting the gold standard of imaging in North Texas. The digital experience should fully reflect the sophistication and warmth of the in-person experience.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "From Brand Voice section and Current Challenges section: 'warm and reassuring, grounded in clinical authority' and 'The current digital expe…"
solidConversionsClient
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?
New patient appointment requests via the website. Inbound call volume from both patients and physician offices. Physician referral volume growth (tracked monthly by individual referring physician).
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "From Success Metrics: 'Increase in new patient appointment requests via the website' and 'Growth in inbound call volume from both patients a…"
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 visibilityClient
How important is SEO to your goals? And what keywords or search terms would you most like to rank for?
SEO is highly important to our goals. Key areas for improvement include SEO presence, particularly for high-intent searches around cancer imaging, PET scans, and specialized radiology in Dallas. We want to achieve improved organic search rankings for key imaging and cancer-related terms in the Dallas-Fort Worth market.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "From Current Challenges and Success Metrics sections: 'SEO presence, particularly for high-intent searches around cancer imaging, PET scans,…"
solidCompetitor websitesClient
Who are your top three competitors as it relates to web presence — sites you find yourself comparing yourself to or losing business to?
Large multi-state imaging organizations such as Envision, Touchstone, and Rayus, as well as local independent centers including Crown, Prime, Gateway, and Northstar. Envision has 16 locations in DFW and Touchstone has 17.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "From Competition section: named competitors with market context."
solidCalls to actionClient
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?
Schedule a consultation or appointment. Contact us via phone. For physicians: use the Physician Portal, access pre-certification assistance, and utilize fast-track ordering. For patients: request new patient appointments, access exam prep tips and FAQs, view patient reviews, and utilize flexible payment plans and CareCredit options.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "Derived from Business Objectives (Physician Portal, pre-certification, fast-track ordering), Success Metrics (appointment requests), and Con…"
solidIntegrations and analyticsClient
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?
The website should support tracking physician referral volume monthly by individual referring physician. The website should track new patient appointment requests, website traffic, time-on-site, bounce rates, inbound call volume sources, and social media engagement. SEM performance should be tracked with a focused hierarchy: PET/CT, MRI, and CT as primary targets; ultrasound and specialty exams as secondary; all other modalities as tertiary.
From: Client — "SWDIC + CMI Business Aim & Objectives — completed worksheet" · evidence: "From Success Metrics: detailed list of KPIs to track including referral volume, website metrics, and SEM performance hierarchy."
emptyBrand alignment and inspiration
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.
Nothing on file yet. The bot will ask about this.