Building Trust Through Regional Healthcare Marketing

The client

Goulburn Valley Imaging was a leading regional diagnostic imaging provider delivering radiology and medical imaging services throughout Victoria’s Goulburn Valley. The organisation supported local communities with accessible, high-quality diagnostic services while working closely with referring clinicians across the region. GVI was bought out by iMed Radiology.

The challenge:

As a regional healthcare provider, Goulburn Valley Imaging wanted to strengthen its profile within the local community while reinforcing its reputation as a trusted and accessible healthcare service.

The organisation sought a long-term communications partner to develop an integrated marketing approach that went beyond traditional advertising—one that combined strategic communications, media relations and community education to build trust and increase awareness across the Goulburn Valley.

Our approach:

Over a five-year partnership, Affect Media developed and implemented an ongoing regional healthcare marketing strategy designed to connect with local communities through meaningful, informative communication.

The engagement included:

• Strategic communications planning
• Healthcare marketing strategy
• Media relations
• Media buying and campaign management
• Community outreach
  Public health advertorials
• Seasonal health awareness campaigns
• Healthcare copywriting

Rather than focusing solely on promotional advertising, many campaigns took the form of editorial-style advertorials that provided practical health information relevant to local audiences. Topics included seasonal health issues, preventative healthcare and community wellbeing, positioning Goulburn Valley Imaging as a trusted source of health information within the region.

The outcome:

Over five years, Affect Media helped strengthen Goulburn Valley Imaging’s visibility, reputation and connection with the local community.

By combining strategic communications with ongoing health education and regional media engagement, the organisation developed a consistent public presence that supported both community awareness and organisational growth.

The long-term partnership demonstrated the value of regional healthcare marketing that informs, educates and builds lasting trust.

Why it mattered

Regional healthcare providers play an important role beyond delivering clinical services; they are also trusted sources of health information within their communities.

By combining strategic marketing with meaningful public education, this project helped strengthen community engagement while supporting people to make informed decisions about their health.

The project reflects Affect Media’s approach to healthcare marketing: building trust through communication that delivers genuine value to the communities organisations serve.