Case Study: Varian transforms radiotherapy with Mortar Advertising’s Halcyon launch

Varian launches Halcyon worldwide with Mortar Advertising, driving one of its most successful product launches

The customer Varian, a market leader in radiotherapy, faced the challenge of launching their new treatment device, Halcyon. They partnered with the vendor Mortar Advertising to develop a comprehensive marketing and communications strategy for the product launch.

Mortar Advertising implemented a solution that positioned Halcyon as a transformative device, creating a unique visual identity and strategic messaging that avoided conventional product shots. The global launch was highly successful, resulting in orders from clinics and hospitals worldwide and becoming one of the most successful launches in Varian's history.

Varian