Siemens Tim®
Out-marketing the marketing giant.
Siemens’ game-changing new MRI scanner was a beast. Sleek. Muscular. Sophisticated. And sporting radical new software that acquired diagnostic images in a completely different and exponentially faster way. Siemens’ traditional strategy was to load up communications with machine pin-up shots and as much new feature / function language as possible. It was gospel. The more complex, the better. But something was different this time. There was a real desire to be really disruptive (and become No. 1 in the world within two years, beating GE at its own game). We clearly wouldn’t get there with “conventional wisdom” marketing.
“Have you met Tim?” We bucked the naming norms, humanizing the technology with the radically different name of “Tim” (Total imaging matrix technology). Our strategy was to launch the new technology separate from the scanner and focus on customer intent—not just technical specs. We reimagined the entire booth experience, as well as all sales materials, both physical and online. And we created digital tools to demonstrate what whole-body imaging, with a Tim system, means for the future of MRI.
We spoke to the proof of Tim online and in sales collateral through an integrated campaign. Critically important information for an audience that included some of the top radiologists, at the most prestigious health systems, in the world.
We’ve found that sometimes the best way to market to a technical audience is not to get too technical. There are white papers for that. When a revolutionary new technology hits the world, it’s more important to grab attention, to inspire, to intrigue. So we did. After introducing Tim to the world, we continued by introducing Dot (Day optimized technology) as the ultimate partner.
Results
Siemens MRI became No. 1 in the world—six months ahead of schedule, displacing GE in the process. An astounding 19 orders were taken at Tim’s RSNA introduction alone. As a result, Tim became the industry standard and the most successful product launch in Siemens’ history. Post-launch, several Siemens divisions came to Mangos and said, “Can you do a ‘Tim’ for us?” Today, Tim is in its fourth generation, with over 10,000 installations worldwide.
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