SIEMENS HEALTHINEERS
DRIVING THE FUTURE OF
PET/CT
Driving the future of PET/CT
STARTING POINT
Rising patient volumes, staff shortages, cost pressures, the need for precise diagnostics: hospitals are facing a multitude of challenges. With the new Biograph Trinion PET/CT system, Siemens Healthineers has launched a future-oriented solution that addresses the key challenges of modern PET/CT imaging and optimally combines technology, efficiency, and sustainability. The seamless combination of PET and CT technologies with syngo.via software in a single platform ensures faster results with improved image quality and reduced radiation dose. Together with an air-cooled detector and a scalable design, these features make Biograph Trinion a sustainable and future-proof system for physicians and patients.
The task was to prepare the launch of the new PET/CT system in the media, generate interest, and create assets.
SOLUTION
The interplay of the three key technologies PET, CT, and software was visualized by a “triangle”. An extraordinary pre-launch campaign was created to generate interest in the system and its features without giving too much away before the actual launch. The goal was to engage and inspire not only external stakeholders, but also internal sales. The focus was on the journey of the new PET/CT system, which was driven from the production site to the launch location in a truck emblazoned with the ambiguous campaign slogan “Driving the future of PET/CT” and the “triangle”.
RESULT
Based on the “Carpool Karaoke” format of the American late-night show hosted by James Corden, three teaser videos were created to showcase the technology and system handling as well as initial customer feedback. Each video began with a typical series intro, including the “triangle”, and then showed the product managers being interviewed in a car on their way to see the system off.
A shared Spotify playlist of road trip songs proved to be a great tool to engage sales colleagues and build excitement for the launch. The system claim “Future forward by design” emphasizes the system’s forward-thinking approach and introduced the launch moment of the system’s unveiling at SNMMI 2024. A brochure, product website, and social media posts were also created.
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