GT MED TECH

CHALLENGE

Corporate: Elevate the perception of an unknown start-up into a sophisticated neurosurgery device company that is on par with its high-science technology.

Product: Launch GammaTile into the neurosurgery market as a new treatment option for patients with recurrent brain tumors and differentiate it from traditional brain brachytherapy and its associated negative perceptions.

Accomplish the positioning, branding (corporate & product), key messaging and create over a dozen tactics, including clinical communications, collateral, and trade show booth design in a truncated 3-month timeline.

 

SOLUTION

Through deep collaboration with the company principals and the radiation oncologist, product inventor, we strategized ownable positioning. Our goal was to transcend the limitations and negative perceptions of traditional brain brachytherapy and effectively establish a new category.

Word Power
The following 4 messaging strategies helped positively shape the audience’s reception to and perception of GammaTile Therapy.

GammaTile Therapy
While GammaTile is technically a device, it’s also much more than that—it’s a life-extending treatment. To emphasize and capture the benefits to both clinical and patient audiences, we employed the phrase GammaTile Therapy globally and consistently to build brand value.

STaRT
Unlike the current standard of care that requires a 2 to 3-week treatment delay, treatment is immediate at surgery. We identified this as a strategic opportunity, creating and trademarking the acronym STaRT, Surgically Targeted Radiation Therapy— giving GammaTile Therapy a category of its own. Companion messaging reinforced the benefit of the head STaRT that this treatment provides in the fight against recurrent brain tumors.

Eloquent Solution
For the neurosurgeon story, we crafted the unusual and ownable descriptor “Eloquent Solution” to underline a key product benefit and to once again differentiate it from traditional brachytherapy and EBRT. Eloquent is a word that resonates with neurosurgeons as it describes brain tissue that’s essential for our speech, movement, vision, and higher functions.

With its structural offset and targeted approach, GammaTile Therapy helps preserve eloquent brain tissue, eliminating the detrimental direct seed-to-brain tissue contact of traditional brachytherapy and the generalized radiation application of EBRT.

 

 

Right Treatment. Right Time. Right Place.
In early conversations, the company president summarized the benefits of GammaTile Therapy—it’s the right treatment at the right time in the right place. These three key treatment benefits distilled for a quick takeaway stuck with us and sticks with our audiences too.

Visual Power
The synergy of these verbal and visual strategies and their consistent execution laid the foundation for a successful launch and equipped GT Medical Technologies with strong positioning and ownable branding moving forward.