BIG PICTURE
The world of medical technology moves at warp speed. Within a few years, a breakthrough new product can dominate its category. Such is the story of Accuray. While recognized as a global leader today, it was just a few years ago that Remedy helped the company launch its flagship product: the CyberKnife Robotic Radiosurgery System.
A BOLD STRATEGY
Accuray came to Remedy four months before CyberKnife was scheduled to receive FDA clearance. Our first step was to create a comprehensive launch strategy to directly challenge the limitations of then gold-standard for radiosurgery, the Gamma Knife. We unveiled the CyberKnife brand at ASTRO, the major tradeshow for the radiation oncology community.
ILLUSTRATING THE BENEFIT
A key objective of the product launch was to leverage the benefits of the unlimited reach and precision made possible by CyberKnife’s proprietary robotic design. To showcase these features, we created the “Cyberman” illustration which highlighted the sensitive areas of the body on which CyberKnife could safely be used.
AN INTEGRATED MIX
Targeting neurosurgeons and radiation oncologists, our tactical mix included a website, print ads, collateral system, and an aggressive media relations strategy which generated highly visible results — including a two-minute story on ABC World News Tonight. Today, the CyberKnife is widely used around the world and has helped more than 20,000 patients.
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