Medical-device manufacturer NeuroLogica believed it had achieved a true technological breakthrough in the CereTom, the first portable and cordless CT head and neck scanner.
But as a startup in the competitive neuro-imaging market, the company needed to clearly and quickly draw awareness to the CereTom's unprecedented benefits, beyond the spectrum of a traditional device campaign.
While neuro-imaging devices are typically used in hospitals, the aim was to "take the discussion beyond that," says Ellen Fletcher, SVP at Racepoint Group, which worked with NeuroLogica on the effort. Because of the CereTom's mobility, another use for it is on-site diagnosis of sports injuries. "Minimal brain injury is not something that can be picked up in a normal exam," she notes. "Without greater access to this kind of imaging, [injuries] can go undetected."
In partnership with the Nevada State Athletic Commission, the team identified the May 5 boxing bouts at Las Vegas' MGM Grand - with a main event of Oscar de la Hoya vs. Floyd Mayweather Jr. - as an opportunity to introduce the CereTom to a global audience. Throughout the 13 fights, board-certified radiologists prescribed volunteer CT scans for eight boxers, provided ringside by licensed technicians.
Media hits included broadcast, print, and online coverage in sporting and mainstream outlets, and NeuroLogica established new medical community connections leading to several potential purchases. Most notably, Fletcher says, CereTom's presence "saved a man from very serious injury." Boxer Lorenzo Bethea passed standard tests, but his CereTom scan revealed a possibly life-threatening brain bleed.
Racepoint and NeuroLogica continue to showcase the CereTom's benefits in diagnosing sports injuries.
PR team: NeuroLogica Corp. (Danvers, MA) and Racepoint Group (Waltham, MA)
Campaign: CereTom's ringside seat at the de la Hoya-Mayweather fights
Duration: March to May 2007