Product Launch Case Study Toshiba Xario Ultrasound System

Size: px

Start display at page:

Download "Product Launch Case Study Toshiba Xario Ultrasound System"

Bartholomew Freeman
5 years ago
Views:

1 Product Launch Case Study Toshiba Xario Ultrasound System Situation A successful division of a highly regarded global corporation, Toshiba America Medical Systems (TAMS) is a world leader in medical imaging technology. Among its core product offerings is Xario, sophisticated diagnostic ultrasound system used by sonographers and physicians to image and evaluate internal organs, vessels and tissue. Following the delayed launch of a similar system, Xario was thrust into the spotlight during one of the industry's most prominent tradeshows. Wanting to generate some buzz and booth traffic, TAMS asked its local agency to transform the system into the event's "hero" attraction and primary lead-generating medium. Solution Shunning the formulaic "product picture + big headline" convention that pervades the category, the creative team conceived Xario, a superhero type character whose personal traits and attributes mirrored its product namesake's. Designers and writers created a colorfully engaging comic-book vignette that paired the valiant (also handsome and helpful) Xario with busy nurses and ultrasound users in familiar and hectic work settings. Through his unflagging dedication, enthusiasm and can-do attitude, Xario quietly transformed his sonographer partners into heroes, enabling them to perform critical tasks with unprecedented speed and efficiency. The theme line "Heroic performance, wherever the action is," spotlighted the product's clinical versatility and ease of use. The masked character's rugged face, bright blue costume and superbly sculpted physique were featured extensively in and around the tradeshow venue -- from airport signage and taxi toppers, to booth graphics and show-daily advertisements. A Xario-themed promotional poster was also created to fulfill inbound inquiries. Success The results of Xario's eye-grabbing debut far exceeded Toshiba s expectations. In the weeks following the introduction, inquiries poured in and sales began to jump. According to Toshiba, the campaign contributed to the sale of 325 Xario systems totaling more than $27 million. The campaign, which ran for an entire year, is considered one of the most creative and impactful product launches in TAMS' history. Team Peter Quill, Account Supervisor; Greg von Urff, Creative Director and graphic designer; NYC-based comic book illustrator; Mike Mahoney, Copywriter

Smashes the performance barrier with amazing 4-D volume imaging!

See Xario at RSNA Exhibit 7114, North building. Xario. Heroic performance. Wherever the action is.

With powerful imaging features and super-fast, one-touch scans, Xario vanquishes workflow inefficiencies,

2 Smashes the performance barrier with amazing 4-D volume imaging! Flies through exams with incredible accuracy like never before! Improves productivity by leaps and bounds! See Xario at RSNA Exhibit 7114, North building. Xario. Heroic performance. Wherever the action is. The next time monstrous caseloads threaten your productivity, send out a call for Xario. With powerful imaging features and super-fast, one-touch scans, Xario vanquishes workflow inefficiencies, while visualizing minute structures with unprecedented volumetric detail. Xario. Now, no imaging challenge is too big. Made for patients. Made for you. Made for life. w w w.medical.toshiba.com

3 Flies through exams with incredible accuracy like never before! Improves productivity by leaps and bounds! Fetal profile Fusion 3D of carotid artery and vein Malignant breast tumor and metastasis Detection of the myocardium for LV wall motion analysis of LVH

The next time monstrous caseloads threaten your productivity, send out a call for Xario.

4 Smashes the performance barrier with amazing 4-D volume imaging! Flies through exams with incredible accuracy like never before! Improves productivity by leaps and bounds! Xario. Heroic performance. Wherever the action is. The next time monstrous caseloads threaten your productivity, send out a call for Xario. With powerful imaging features and super-fast, one-touch scans, Xario vanquishes workflow inefficiencies, while visualizing minute structures with unprecedented volumetric detail. Xario. Now, no imaging challenge is too big. Made for patients. Made for you. Made for life. w w w.medical.toshiba.com

Multi-Access Biplane Lab

Multi-Access Biplane Lab Advanced technolo gies deliver optimized biplane imaging Designed in concert with leading physicians, the Infinix VF-i/BP provides advanced, versatile patient access to meet the