Although typically behind-the-scenes, a radiologist often plays a critical role in patient diagnosis and treatment. Cape Radiology Group (CRG) engaged Advertising Savants to raise consumer awareness of their specialized contribution to healthcare in order to grow their practice. We began by developing a brand position that focused on the unexpected expertise of a highly qualified radiology physician. Throughout our 10-year relationship with CRG, we created a cohesive brand campaign that underscored their highly skilled training. Our relationship helped them grow from an imaging service provider in two hospitals to an independent outpatient imaging center with locations in Missouri and Illinois.