

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 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
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.
Chief Marketer Names Merit Marketing a Top 2021 Agency
While hope catches up with reality, some of us have adapted and made the best out of the networking that has been available. From someone who has experienced nearly every attempt at online handshaking and congregation, here are the five things I look for before allocating time to an event.
Pandemic networking: Be stingy with your time
While hope catches up with reality, some of us have adapted and made the best out of the networking that has been available. From someone who has experienced nearly every attempt at online handshaking and congregation, here are the five things I look for before allocating time to an event.


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.

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.
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.
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?