Siemens Healthineers
THE NEW MAMMOMAT REVELATION
MAKING THE DIFFERENCE VISIBLE
Branding/Campaigning/Content Creation
MAMMOMAT REVELATION
STARTING POINT
Siemens Healthineers has developed a new mammography system, with new technology that can lead to clinical and operational advantages for radiologists and patients in breast cancer screening and diagnosis.
The market is especially competitive in the U.S. In addition, legal requirements specifying the technologies that can be used for screening vary from country to country. All of this had to be taken into account for the launch.
SOLUTION
A analysis of the competition and workshops with the customer laid the groundwork for positioning the new system in terms of its tonality, core message, and name. “Mammomat Revelation” doesn’t just emphasize the main technological benefit, it also works phonetically with the existing range of systems. The system was launched with a carefully conceived content strategy at RSNA 2017 – and this strengthened Siemens Healthineer’s image as an expert in the field of women’s health.
RESULT
The launch of the Mammomat Revelation was a great success – and the content in the specially developed “Breast Imaging News” content hub is continuously being refreshed.
RELEVANT CASES
DRAMATURGICAL PRODUCT LAUNCH FOR SIEMENS HEALTHINEERS
Siemens Healthineers
