Mercy Angiography faced a naming problem. Their original name suggested a narrow focus on angiography – the x-ray examination of blood vessels – when in fact they provided a much wider range of leading medical services. The association with “Mercy Hospital” also created confusion for patients and placed limits on growth into new locations.
Through conversations with referrers, specialists, GPs, patients and staff, it became clear that the name was causing misunderstanding. Many people did not know the full scope of what the organisation offered, and even staff found it difficult to explain.
The solution required a complete renaming. The new name needed to:
We began by redefining their scope of work, moving language from “angiography” to “healthcare.” This shift created room for a new identity that better expressed the organisation’s role. After extensive exploration and testing of naming options, one clear choice emerged: Intra.
“Intra” is derived from medical terminology, meaning “within” or “inside” – as in intravenous (within veins) or intranasal (inside the nasal passage). It communicates the organisation’s distinctive approach: performing procedures inside the body using real-time imaging and keyhole entry, avoiding major surgery and reducing recovery time.
The new name, Intra, captures the essence of what the organisation does, avoids confusion with Mercy Hospital, and provides a strong platform for future growth.
