Beat Cancer Faster
Despite offering superior cancer treatment technology, category-leader Varian found it was losing sales to smaller, marketing-savvy competitors. When we learned Varian could deliver treatment in 2 – 3 minutes, versus the 30 – 60 minutes required by competitors’ machines, we knew we had found a compelling value proposition: speed. Faster treatment time spoke to both healthcare customers and patients, and became the foundation for Varian’s marketing communications.
- Brand value proposition
- Product positioning
- Brand and message architecture
- B2B and B2C messages
- Product and service naming
- Brand workshop
