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Gunther Tutein

Gunther Tutein

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Siemens Healthineers

// Project type //

Product launch

// Marketing goal //

Product differentiation

SOMATOM go. is a CT scanner product family from Siemens Healthineers that features a unique mobile tablet operating concept. Our assignment was to design and implement an international campaign for radiologists to launch the product.

The basis of everything: the development of a communicative positioning in joint work with Siemens Healthineers. In communication, the focus should clearly be on the benefits for customers rather than on technical specifications.

Our approach

Our way there: a communication story sprint. The basic idea was to arrive at the finished communicative positioning in five days – coordinated with all stakeholders (especially the decision-makers) and tested with real customers. This way, our clients saved many coordination loops – an efficient way to a convincing result.

Project results based on positioning:
The SOMATOM go. launch trailer, app, brochure

// Why we're proud //

The result

Breaking new ground together – that always requires courage and openness from everyone involved. Thus, in a short time, a differentiating positioning and campaign with a high recognition value were created, which focus entirely on the needs of the target group.

COMPRIX Gold Award
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