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.
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.
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.
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.
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