Barco Medical Imaging – Global HQGlobal ad campaign differentiates products and strengthens Barco’s image

Case Study

With Living Stone’s help, we were able to clearly distinguish three of our medical imaging solutions in a global ad campaign, while strengthening Barco Medical Imaging’s overall positioning as a medical solutions provider.”

Koen Helsen, former Marketing Communications Manager, BarcoView

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Barco Medical Imaging is a global leader in display and visualization solutions for professional markets. Based on in-depth market knowledge, the company designs and develops solutions for large-screen visualization, display solutions for life- critical applications, and systems for visual healthcare inspection.

With the campaign, Barco Medical Imaging had two goals: to launch a global ad campaign for its CORONIS and NIO diagnostic display systems; and to strengthen its global image as a medical imaging solutions provider.

Tight deadlines and multi-faceted project required specialist approach Faced with a tight deadline for this campaign, Barco Medical Imaging turned to Living Stone for fast, on-target re-sults. Koen Helsen, former Marketing Communications Manager, BarcoView says: “We decided to work with Living Stone because they could offer us visual identity creation, photography and copywriting through a single point of contact. This unified approach ensured smooth workflow management and cut communication time in view of our tight deadline.

• Visual identity • Photography • Copywriting• Graphic design

Oudenweg 42 B-9630 BeerlegemTel: +32 (0)55 59 10 01Contact:anne-mie.vansteelant@livingstone.euwww.livingstone.eu

Case Study

We had only a few weeks between the idea phase and producing ready-to- distribute advertisements.”

‘Breathing’ values and key benefitsAfter a thorough briefing session, key values for the three products were defined and cast into three separate moodboards by Living Stone. These moodboards, combined with customer value propositions in writing, were designed to ‘breathe’ the values and key benefits of the NIO and CORONIS lines and the DICOM THEATER medical projection system. With the moodboards serving as a guide, it was easy to clearly distinguish the different diagnostic

Barco figures (2005)• 2005 sales of €712 million • Facilities for Sales & Marketing, Customer Support, R&D and Manufacturing in Europe, America and Asia-Pacific • Headquartered in Kortrijk, Belgium• 4,200+ employees worldwide

display and projection systems for Barco Medical Imaging’s customers and prospects.

After defining the visual identity of the three products, Living Stone prepared advertisements with a common look-and-feel to improve recognition and strengthen Barco Medical Imaging’s positioning in the medical imaging markets.

Art direction during photoshoot to ensure maximum image effectivenessBased on a storyboard and shooting scenario, Living Stone carefully directed styling, studio building, casting and photography to highlight the benefits

www.barcomedical.com

Expanding your diagnostic potential

In today’s healthcare world, integration is key. Even the most sophisticated applications can be ineffective if they’re not incorporated into your departmental workflow. That’s why VOXAR 3D visualization and analysis software from Barco is designed to integrate right into your PACS. Accessed directly from PACS workstations, VOXAR 3D features a host of ad-vanced yet easy-to-use image display and analysis toolsets.

New modules include VESSELMETRIX for quantitative analysis of CTA and MRA studies; CARDIAMETRIX, featuring cardiac func-tional and vessel analysis tools; and VOXAR 3D Enterprise, placing 3D tools and data precisely where you need them throughout your enterprise.

VOXAR 3D – Introducing new dimensions in workflow efficiency.

VOXAR 3D Enterprise and CARDIAMETRIX are not yet available for sale in the USA.

VOXAR 3D - New dimensions in workflow efficiency

Be sure to visit our booth at the South Building - Hall A 2757 for a sneak-preview.

www.barcomedical.com

When professionals work together to share knowledge and determine treatment paths, healthcare facilities can deliver more informed patient care.

To enhance the efficiency of your multi-disciplinary meetings, Barco designed DICOM THEATER, a unique large-screen projection system that connects to your PACS and displays images with DICOM precision. Whether you choose the compact DICOM THEATER Lite or the top-of-the-line DICOM THEATER Pro, the user-friendly system will strengthen your collaborative networks and provide high-quality medical projections you can rely on.

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Share knowledge with DICOM THEATER

Be sure to visit our booth at the South Building - Hall A 2757 for a sneak preview.

Global CampaignTo strengthen the effectiveness of the international campaign, the photoshoot included a range of models so that the images would address different markets including Asia, Europe and the US.

Case Study

We decided to work with Living Stone because they could offer us visual ID creation, photography and copywriting through a single point of contact. This unified approach ensured smooth workflow management and cut communication time in view of our tight deadline.Koen Helsen, former Marketing Communications Manager, BarcoView

www.barcomedical.com

When professionals work together to share knowledge and determine treatment paths, healthcare facilities can deliver more informed patient care.

To enhance the effi ciency of your multi-disciplinary meetings,Barco designed DICOM THEATER, a unique large-screen projection system that connects to your PACS and displays images with DICOM precision. Whether you choose the compact DICOM THEATER Lite or the top-of-the-line DICOM THEATER Pro, the user-friendly system will strengthen your collaborative networks and provide high-quality medical projections you can rely on.

Meeting of minds

Share knowledge with DICOM THEATER

Be sure to visit our booth at the South Building - Hall A 2757 for a sneak preview.

www.barcomedical.com

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Discover more at www.barcomedical.com

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of Barco’s diagnostic display systems. The global ad campaign was differentiated to ensure maximum success. The photoshoot included a range of models so that the images would address different markets including Asia, Europe and the US.

After postproduction, Living Stone delivered the photographs to Barco Medical Imaging for global distribution on websites and in specialized magazines.

Positioning effort a success across international marketsAfter completion of the advertisements and their appearance in several

international magazines, Koen Helsen expresses his satisfaction: “With Living Stone’s help, we have been able to successfully promote our diagnostic display systems in different ads, while strengthening Barco’s positioning as a medical solutions provider. The ads have been published and re-used frequently in different markets worldwide. As a follow-up project, we teamed up with Living Stone to produce ad campaigns for our VOXAR 3D advanced visualization software tools and surgical color display. The photographs of these ad campaigns have proven to be very popular, making them excellent value for money, and we still use them in numerous communication tools.” •