Transforming MRI Anxiety into Comfort Through the Healing Power of Music
Purpose
communication
Awarded for:
Winner in Consumer Marketing @ SABRE EMEA Awards, Gold Award in Brand PR @ Romanian PR Awards, Silver Award in Digital PR @ Romanian PR Awards, Silver Award in Communication in the medical sector @ Romanian PR Awards, Silver Award in Tech PR & Communication of Innovation @ Romanian PR Awards, Silver Award in Best Strategic Communication Campaigns @ COMMA Communication Awards, Silver Award in Best Disruptive Communication Campaigns @ COMMA Communication Awards
Despite MRI being a state-funded medical procedure, Romania ranks among the lowest in Europe, with a total of 315,789 MRI exams per year. Of these, half are performed at Regina Maria Imaging Clinics. As the leading patient-centric brand, Regina Maria’s scope was to remove any obstacles that were keeping patients away from a life-saving procedure, thus increasing the number of patients going for the MRI.
“Music to My Brain” reimagined the MRI experience by easing patient anxiety through the power of music, making life-saving procedures more accessible and less intimidating. Regina Maria, Romania’s healthcare leader, turned a simple yet powerful idea into an award-winning movement that brought real comfort to thousands and set a new standard for patient-centered care.
As Romania’s healthcare leader in Imaging and Radiology, we aimed to transform the MRI experience by offering patients access to a tool that helps them better cope with MRI-anxiety.
