Advancing healthcare
Question: When does it make sense to not sell your product? Answer: When that product represents a true game-changer in an emerging market. Case in point: one of DSA’s long-time clients, Varian, a leading medical device manufacturer, recently introduced the industry’s first, fully-integrated proton therapy treatment system.
When the client asked DSA to produce a marketing video, instead of taking the usual approach of highlighting the product’s key features and benefits, we interviewed international thought leaders about the growing importance of proton therapy—no specific mention of our client’s product.
The result? A meaningful, highly acclaimed presentation that not only substantiated the critical role proton therapy will play in the future of cancer treatment, but also helped build strong credibility—and opportunity—for our client…all without selling.
