Challenge
R2 Technology developed and marketed the world's most advanced Computer Aided Detection (CAD) systems for medical imaging. Their CAD-enabled ImageChecker set the standard for advanced analysis of mammographic images for the presence of breast cancer. Our work began with defining an appropriate corporate strategy that would allow this small, privately held company to capitalize on its life-saving technology. R2's management felt they were the best-kept secret in medical imaging. This belief was not consistent with the organizational goal of accelerating revenues in anticipation of an IPO.

Recommendations
NIA Creative recommended the development of a marketing strategy that facilitated global brand recognition in association with key product benefits. In addition, NIA performed extensive market research to help R2 determine which geographic regions and distribution channels would provide maximum revenues in the short term.

Solution
NIA Creative re-designed R2's look and feel to reflect the high-tech nature of their business. This provided consistent messaging and design under the banner of "Pioneering Early Detection." Marketing collateral, a website and tradeshow graphics were designed and produced. NIA also developed a new high-level identity and slogan "Did you R2 it?" - and implemented this message through direct marketing, extensive advertising and cancer patient-focused pamphlets.

Results
The marketing strategy and tactics resulted in strong brand recognition for R2, its products and technology, increasing revenue and marketshare for the company.

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