Brand Extension | Getty Images

Injecting new life into medical imagery selection

In 2007, Getty Images found that imagery licensing by corporations and agencies representing the Medical and Pharmaceutical industries had decreased noticeably over the past year. Research showed that these groups needed lifestyle imagery that included diverse ethnic groups, generational families, people of color, couples, and active outdoor shots. Their researchers also noticed a trend towards using images that showed business people working and talking with doctors in white lab coats.

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Concepts

We presented five concept options for the direct mail piece that would launch this campaign, all of which would stand out in the mail and intrigue the recipient enough that they would open the piece. Getty Images selected the, “Find your perfect match” concept, which played off dating sites like Match.com.

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Direct Mail

These interactive brochures play off of the idea of an online dating site like match.com, showing pharmaceutical and medical industry targets that Getty Images has the right kind of people images to fit their needs. The left-hand side of each brochure features targeted messaging and descriptions of the type of people they are looking for such as “active senior,” “doctor with professional,” “Hispanic mother,” etc. The right-hand side of each brochure features rights-managed people photographs that match the aforementioned descriptions. Like a dating site, each photo features a profile describing the subject’s age, occupation, etc. The exclusivity / flexibility offer is featured on the back cover, and drove the recipient to gettyimages.com/match to see more images and search for themselves.

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Website Design & Development

Microsite

The campaign’s concept was based on dating sites like Match.com, so the microsite was designed as a fun play on dating-site vernacular. This site was created in Flash, a previously dominant platform for multimedia content before HTML5. Please view the site on a computer, as Flash is not supported on mobile devices. Download Flash here

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Want to engage a compatible marketing partner?

“As the Regional Marketing Manager for Getty Images, I have used DoubleTake Design for years and am very happy with their unbelievable attention to quality, customer service and good value. Cathie, especially, will tell you things you don’t always want to hear in order to make the final product the best as it can be. At the same time, though, she considers your original goals and objectives and answers them to perfection each and every time. I would strongly recommend their services to any corporate company, large or small.”
Former Director of Marketing and Public Relations
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