THE BUSINESS CHALLENGE

Clear Heart and Lungs delivers advanced cardiac and lung imaging designed to help people detect disease earlier, often before symptoms become critical. The organization needed a differentiated brand experience that would build awareness, establish clinical credibility, and make its direct-access, self-pay model easy to understand for patients, providers, and referral partners.

The challenge was to overcome the tendency for people to wait for symptoms, navigate insurance barriers, or pursue less-conclusive testing, while positioning CLEAR as a trusted, compassionate option for proactive health decisions.

The Strategy

Lionfish partnered with CLEAR to define a patient-centered growth strategy built around one powerful promise: earlier insight, clear answers, and a more proactive path to heart and lung health. The work positioned CLEAR at the intersection of leading-edge CT technology, respected clinical expertise, transparent pricing, and a concierge-level patient experience.

The strategy focused on engaging health-conscious individuals, people with family histories or risk factors, medical professionals, and referral networks through a consistent, integrated brand and communications presence.

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The Tactics

Engaged the CLEAR team in discovery, positioning, messaging, audience definition, and go-to-market planning. Developed a structured customer journey to move audiences from awareness and education to appointment, follow-up, and advocacy.

Created resources and campaign concepts to support ongoing outreach, including:

  • Audience-specific messaging for patients, physicians, employers, and community partners.

  • Educational content about coronary CT angiography, lung screening, plaque analysis, early detection, and next-step guidance.

  • Identify referral, provider, and community-engagement initiatives.

  • Develop resources to support digital campaigns, email communications, events, and targeted landing pages to generate and nurture qualified leads.

  • Create a framework for marketing automation, performance tracking, and sustained patient engagement.

The Visual Experience

Created a contemporary visual brand experience that balances advanced medical technology with warmth, reassurance, and human connection. The visual direction reinforces CLEAR’s distinctive environment: an approachable, spa-like setting with thoughtful details that help patients feel informed, comfortable, and cared for.

Messaging and visual assets were designed to make a complex health decision feel clear and empowering, combining clinical authority with compassionate communication, transparent information, and an emphasis on prevention rather than waiting for a health crisis.

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Clear, Patient Centric, Informative Website

Developed the foundation for a patient-first online experience that makes it easy for visitors to understand their risk, explore available screening options, evaluate pricing, and take the next step. The website content strategy centers on answering the questions patients may be hesitant to ask: What screening is right for me? Do I need a referral? What will it cost? What happens after my results?

The experience supports both prospective patients and referral sources with clear service explanations, clinical credentials, educational resources, patient-centered calls to action, and pathways to book an appointment or begin a conversation.

Results

CLEAR now has a strategic foundation for building awareness, earning trust, and accelerating growth in a market where earlier diagnosis can make a life-changing difference. The brand and marketing approach provides a cohesive platform to educate the community, strengthen physician and partner referrals, drive direct patient bookings, and build long-term advocacy around proactive heart and lung health.

Early campaign performance demonstrated meaningful demand: a targeted Facebook campaign generated 46 booked appointments during the campaign period. This result reinforced the value of clear, patient-centered messaging that connects advanced clinical technology with accessible self-pay options, transparent information, and compassionate guidance.

The brand strategy, positioning, visual identity, and a rich visual asset toolbox position CLEAR to expand its reach through integrated campaigns, community education, referral relationships, and a consistent patient experience, from the first online search through results, guidance, and ongoing care decisions

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DELIVERABLES

  • Brand Strategy
  • Visual Identity
  • Logo, visual assets
  • Messaging
  • Website
  • Photo collection
  • MarCom Plan
  • DM and Social Media
  • Collateral
  • Visual Asset Toolbox
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