The revolutionary new imaging product called eTRAX, developed by CIVCO Medical Solutions, is the first to provide real-time, 3D tracking of the needle tip during ultrasound puncture procedures. The product was launched at the largest radiology tradeshow in the world where many of their potential customers would be.
To make the desired impact and demonstrate the uniquely precise nature of the product, HRB developed an integrated marketing campaign. The campaign consisted of a product logo and positioning line, a micro site, animated product demonstration video, tradeshow booth design, brochure and print ads, as well as targeted email. Each of these elements reinforced the positioning line “Guidance like never before.”
Interest in eTRAX has been very high, prompting CIVCO to offer a companion product and expand its capabilities to additional ultrasound machines.
