Making the Initial investment: Launching a New Product
Investing in video is a powerful way to convey a focused visual message and can be a key success in the launch of a new product. Our client, Varian Medical Systems - a leader in advancing radiotherapy, radiosurgery, and other critical cancer-fighting technologies - was gearing up for ASTRO, the world’s largest radiation conference in the world, to unveil a new version of ARIA CORE software to streamline cancer treatment management. Recognizing the need for compelling new content to support this launch, they partnered with Crown Shine Studios. While the trade show sparked the decision to invest in video, the ROI from this investment continues to deliver ongoing value to Varian’s team.
The Story of Varian
Varian first started in 1937, by two brothers who believed in their solution to help with air navigation and aiding in World War 2 with more immediate warnings of bombing. Ten years later they founded the company with six full time employees. Fast forward to the present day, Varian has over 11,000 employees and over 70 locations worldwide. Their mission - to help create a world without fear of cancer.
Their products include
Radiosurgery
Radiotherapy
Proton Therapy
Brachytherapy
Adaptive Therapy
Oncology Services
Interventional Services
Veterinary Oncology
How Crown Shine Studios Responded
After gaining a clear understanding of the client’s vision and requirements for their product launch, Crown Shine Studio recommended a comprehensive package that included:
Multiple variations of the video, customized in length and content to suit different platforms and purposes
Professional still photographs for use on the client’s website
Since videos for tradeshows and sales meetings have distinct content needs, these variations could be efficiently captured in a single shoot. However, careful planning was essential to address these differences prior to filming.
The Results
Varian implemented a strategic rollout for this video, beginning with an exclusive debut at the tradeshow. Following the event, the video’s reach was expanded, with one of the edited versions provided to the sales team for outreach to potential clients. A longer, more instructional version was also created to support onboarding for new clients. Overall, the video has achieved an ROI of over 8 times the initial investment across these various channels and continues to drive profit.
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