Launching a Product.
The Miller Group worked with the NAS marketing and sales team to launch a new medical device designed to improve the treatment of Accelerated Partial Breast Irradiation (APBI).
We approached two very different and distinct audiences – patients with breast cancer and surgeons, radiation oncologists and physicists – in a way they could feel confident about the procedure. Then we created a brand identity, including developing B2B and B2C launch materials, naming the device and developing the logo. A series of ads, trade show graphics, videos and a micro site helped support the sales team’s efforts.
ClearPath was introduced to the medical community in July 2007 and received high levels of interest and support from radiation oncologists, surgeons, physicists and other medical professionals.The first device was implanted by Dr. Peter Beitsch of the Dallas Surgical Group and treatment was successfully completed in August, 2008.
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