Medical-device manufacturer NeuroLogica believed it had achieved a true technological breakthrough in the CereTom, the first portable and cordless CT head and neck scanner.
But as a startup in the competitive neuro-imaging market, the company needed to clearly and quickly draw awareness to the CereTom's unprecedented benefits, beyond the spectrum of a traditional device campaign.
Strategy
While neuro-imaging devices are typically used in hospitals, the aim was to "take the discussion beyond that," says Ellen Fletcher, SVP at Racepoint Group, which worked with ...