Launching the Next Generation of Precision

Since 1922, PTW, a German based company, has led the market in the manufacturing of clinical radiation dosimetry equipment. Staying true to its rich history, PTW developed its next-generation water phantom called BEAMSCAN™. After a successful European launch, PTW recognized the unique challenges and opportunities of launching BEAMSCAN in North America and realized it would need to invent a new way to unveil its technology. Merit worked alongside PTW to create an innovative product campaign for its newest device and market it to an industry that had never seen precision like this before.

Insight

Every medical facility, hospital or clinic must have a water phantom in its facility to calibrate its radiation therapy equipment. This made for a unique and exciting challenge when developing the BEAMSCAN product launch strategy.

Purpose

To properly position BEAMSCAN and break away from the rest of the market, Merit spoke directly with PTW’s customers to understand what attributes and features of the product most impact their day-to-day activities and, more importantly, how patients who receive radiation therapy might be affected.

Position

By speaking directly with those closest to the equipment, we got to the heart of what truly differentiated BEAMSCAN. These differentiators led to the creation of impactful messaging combined with sophisticated visuals. This allowed Merit to craft a product campaign strategy for BEAMSCAN that was elevated beyond just specifications and images of medical equipment.

THE EXPERIENCE

Creative

Winning the Market with Storytelling

Garnering insights from BEAMSCAN’s end users, we placed medical physicists, hospital administrators, and clinicians needs at the center of the brand.

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Technology

Standing out with Digital

We built a digital experience to guide customers through BEAMSCAN’s technology, user experience, and points of differentiation.

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Communications

An Insightful Campaign

We created an integrated campaign based on what we heard from BEAMSCAN’s end users: medical physicists, hospital administrators and clinicians.

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THE TEAM

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