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.
Market Reality
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.
Market Opportunity
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.
Invention Strategy
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
The Merit team continues to serve as a strong partner to me in my ongoing marketing efforts for PTW New York. In their development of the product launch for Beamscan in 2016, Merit developed a comprehensive marketing program that successfully unveiled Beamscan to the US market. Throughout the process, Merit showcased their strategic thinking, creativity and ability to serve as a partner to me and my team, while leveraging the strong history and foundation that exists for PTW. I look forward to partnering with Merit in the future and recommend Merit to anyone in need of a comprehensive marketing partner.”
John Seddo, Managing Director, PTW New York
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INSIGHTS
What is Market Invention?
It's the new era of marketing.
Market Invention is the process of creating and maintaining market dominance by leveraging insight, purpose, position, and experience to establish, grow, and maintain customer and company value.
HOW RESEARCH INFORMS MARKET INVENTION
When it comes to the Market Invention process, research is a critical component. It guides the entire process and uncovers data points and trends that can direct you to opportunities for Market Invention.
