Making value visible.

Varex Imaging, the world’s largest independent supplier and manufacturer of X-ray imaging components and image processing solutions, was preparing to launch the LUMEN HD family, a new line of high-performance flat-panel detectors, the key imaging component in digital X-ray systems, and it was business-critical. Global competitors had flooded the market with low-cost detectors of debatable quality; good was becoming good enough. Our mission was to use the launch of this new line to take back customers and reassert leadership, in an increasingly price-driven marketplace. 

What we did

  • Story that wins
  • Product brand identity
  • Trade show booth experience design
  • Tech deck

Point A

New world, new truth

To get to the story that wins, it’s important to see market challenges in their larger context. In that light, one thing became immediately clear for Varex: Selling features and benefits alone would not move this market. We needed to demonstrate that in today’s reality of decentralized healthcare and staff scarcity, X-ray systems must meet higher performance standards. Imaging and the detectors play a vital role in the outcomes and efficiencies of more demanding workflows and overworked, stressed rad tech staff.

 

Catalytic idea   

Built for the new demands in imaging

In this new reality, the smart move was to align our message with the needs and wants of end-users. By doing this, Varex could elevate above the pressures of a price-driven market to own a powerful leadership story that makes true value visible. 

Launching

Debut on 
the big stage

When the LUMEN HD family launched at RSNA, the stakes were high. Varex didn’t just need to make a splash—they had to create waves. We set them up for success with fresh, high-energy branding and a winning story, and Varex executed to precision, from visuals to informal conversations, to live speakers, and sales presentations. Welcoming everyone to the next generation of detectors.

As a B2B manufacturer, we adopted a distinct approach for the LUMEN HD family by developing a product that effectively addresses the challenges faced by our end-customers, rather than solely providing technical specifications. This strategy is reflected in the refined messaging that we implemented during the successful LUMEN HD family product launch at the RSNA conference.”

Peggy Ferguson

Director, Global Marketing Varex Imaging