Case Study: Varian Medical Systems achieves breakthrough product launch engagement with Cision

Using Multimedia to Bring a Product Announcement to Life

Varian Medical System, a leading cancer treatment company, needed a more eye-catching way to launch its Halcyon™ system and wanted to tell a more human-centered product story. The company turned to Cision and its Multimedia service to move beyond a traditional press release and build a stronger product announcement campaign.

Cision created a launch video and packaged it inside a Multimedia News Release for broader distribution and easier audience engagement. The campaign delivered more than 23,000 news release views, 46,000+ multimedia views, and over 12,000 video views, while also generating earned media, new leads, coverage in WIRED Magazine, and an invitation for Varian to speak at a medical device design event.

Varian Medical System

Mark Plungy

Director, Public Relations