As the worldwide leader in cancer care, Varian has a stronger resemblance to an industry gorilla than a Challenger Brand. But when it came to breaking through in the competitive world of brachytherapy treatment, Varian was indeed a Challenger Brand. Recognizing a need to rise above competitor brachytherapy treatment providers, Varian brought on Gumas to help launch their new BRAVOS afterloader and supporting software.
Following a dedicated Challenger Brand Marketing® Discovery process, Gumas learned that in the highly under-valued, yet fiercely competitive Brachytherapy landscape, customers saw Varian as the reliable, supportive, and trustworthy global leader in cancer care with a genuine desire to provide the necessary cancer-fighting solutions to meet their practice’s/patient’s needs. As the worldwide leader in cancer treatment, it was critical that Varian accepted that with leadership comes responsibility. Varian must become the worldwide champion of Brachytherapy that proudly takes responsibility for lifting the Brachy profile around the globe.
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