We brought German precision to American clinics.

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

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.

Technology

Standing out with Digital

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

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.

1 / 3

X
GET IN TOUCH

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

RELATED
INSIGHTS

Adam Vasquez

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.

Denise Kohnke
COVID-19 CEO Survey

Back when COVID-19 was in its diabolical toddlerhood, circa May 2020, Merit asked CEOs from a diverse pool of sectors about their perceptions of COVID-19, and how they were tangibly handling its impact. These were not P&G, Google, General Motors CEOs, but CEOs of arguably the most important strata in the U.S. economy: small to medium-sized.

READ IT
Denise Kohnke

CEO Influenza?

If our CEO survey is any indication, the “can-do” spirit is still alive and well. As cultural Venn diagrams representing now and the near future collide – COVID, FLU, ELECTION, BLM – resiliency seems to be many CEO’s medicine du jour.

READ IT
Adam Vasquez
The Confidence Market

Thanks to COVID-19, we're all relearning how to do the things we were once experts at. We’re relearning our relationships and how we interact. We’re relearning how to be a customer, teacher, CEO, marketer, sales executive, investor, ect. And with everything happening so fast, the relearning curve is extra steep.

READ IT
Denise Kohnke

COGNITIVELY COVID: The CEO Guide to Fear

What might be the hardest part of being a leader? The expectation of fearlessness, as in the whole “fearless leader” facade. Crushing, isn’t it?

READ IT
Denise Kohnke

COGNITIVELY COVID: The CEO Guide to Denial

Everyone defaults to denial at some point. It’s the brain’s way of lining up all of our implicit biases and testing them against harsh realities. Ironically, it’s because we’re trying to make sense of things with mental shortcuts. Now, in the time of COVID-19, as we all feel the need to move fast, CEOs might want to be especially mindful of biases, especially the biases that support denial and impede invention during crisis.

Denise Kohnke
COGNITIVELY COVID: The CEO Guide to Acting Fast

You’ve likely heard the term “first movers” in the context of new sector growth. Moving first to take advantage of opportunistic pathways thanks to COVID-19 is almost a new sector unto itself. One website we love, CovidInnovations.com, is a global gathering of hundreds of new products, new apps, new wrinkles to existing services all in the name of the new world.

READ IT
Adam Vasquez

The 10 Truths of the COVID-19 CEO

In the midst of loosening lockdowns and tightening restrictions, dropping infection rates and second waves, CEOs must adjust to new truths in changed industries. During many conversations with my peers, a few of those truths have surfaced time and again.

READ IT
Harrisburg Office
121 Locust Street, Harrisburg, PA 17101
Portland Office
917 SW Oak Street #417, Portland, OR 97205
Washington D.C. Office
2214 Rock Hill Road, Herndon, VA 20170