Our client. C-RAD’s SGRT solutions are a vital part of ensuring safety, accuracy and patient comfort before and during radiation therapy. With more than 1,900 systems installed at leading cancer clinics worldwide, the C-RAD brand is expected to communicate with the confidence, clarity and consistency of a true industry leader.
Our assignment. The annual ESTRO and ASTRO trade shows are key sales drivers for C-RAD. Having struggled to make a memorable impact in recent years, C-RAD asked Open to develop and implement a concept tailored to each market – Europe and the Americas. In each case, the challenge was to invite, engage and persuade visitors to discover the C-RAD difference, and to experience the market’s most patient-centric SGRT solution.
Our solution. Putting patients at the center of an otherwise technical value proposition, we created two trade show concepts that elevated the fundamental technology differences of C-RAD – dramatizing their impact on the daily experiences of patients and clinicians. A new messaging hierarchy and visual language was created and implemented in film, social media, web and the event booth for each of the two trade shows, with assets designed to support future brand-building and marketing communications activities.
Our solution. A reinvigorated C-RAD brand, demonstrating compassion for patients, respect for clinical challenges and clearly defined clinical benefits sets a new path forward for the company’s marketing and sales activities. Through film, animation and narrative development, the two trade shows establish the foundation for a brand that’s determined to step out of the industry mold – and dares to stand for something different.