How a New Breast Imaging Practice Built a Trusted Brand from Scratch
- brand build
- 100%
- website sessions
- 12K+
- traffic growth
- +55%
The Challenge
Dr. Forsberg was opening an independent breast imaging practice in a city where the hospital systems own the category. He needed everything: a name, a brand, a website, ad campaigns, and a way to earn patient trust before the doors opened. Knoxville’s breast imaging market is dominated by large hospital systems with decades of brand equity and built-in referral networks. An independent practice opening from scratch faces a fundamental challenge: patients default to the name they know, and physicians refer within their existing system. Mosaic needed to break through that inertia with a brand patients could trust before ever walking through the door.
Building a Healthcare Brand Identity from the Ground Up
With their patient-first approach to care, we undertook the task of building the Mosaic Breast Imaging brand from the ground up, ensuring it resonated with their commitment to prioritizing patient comfort and well-being. We developed the name, logo, color palette, typography, brand voice, and messaging hierarchy — every element designed to feel warm, modern, and medically credible rather than cold and institutional.
Designing a Patient-First Digital Experience
We built the website around the questions patients actually arrive with: Is this covered? What happens during the exam? How fast do I get results? Clear answers, warm photography, and an appointment path on every page.
SEO Strategy to Build Local Visibility
Our SEO efforts helped attract new patients to the practice and improved its visibility in search engine results. We structured content around the specific services and questions patients search for: mammography, breast ultrasound, screening exams, and imaging options in Knoxville.
Google Ads to Capture Every Stage of the Patient Journey
We built five targeted Google Ads campaigns covering the full spectrum of patient intent: branded search for patients who’ve heard the name, mammography-specific queries, breast screening and exam searches, imaging and ultrasound terms, and competitive conquesting against established hospital systems. Each campaign connects the right message to the right moment in the patient’s decision process, from awareness through appointment booking.
Social Media and Content to Build Community Trust
We launched and managed Mosaic’s social presence across Facebook and Instagram, building local visibility and community trust through patient education, myth-busting content around breast imaging, team spotlights, and behind-the-scenes looks at the practice.
Production and Print Collateral
We produced the full suite of physical materials a healthcare practice needs: appointment cards, referral pads, patient education materials, signage, and promotional print, each reinforcing the same warm, professional tone established in the digital presence.
The Result
Building a healthcare brand from nothing is a business launch, not a creative exercise. Every decision, from the name to the ad copy to the color of the appointment card, either builds patient trust or erodes it. When the brand, the website, the advertising, and the patient experience all tell the same story, the results follow. Mosaic went from zero to a trusted local practice with patients booking from the day it opened. That’s what happens when every piece pulls in the same direction.
