Photo by Army Medicine / CC BY

Situation: Hochdorf, Switzerland-based Swissray Global Healthcare, established in in 1988, pioneered the world’s first direct digital radiography (DDR) X-ray technology that delivers high-quality radiographic images in just seconds.  Swissray selected Hanser & Associates from among 170 U.S. healthcare public relations firms as the company sought approval of U.S. Food and Drug Administration (FDA) for the first DDR and prepared to launch sales in the USA.

Strategy & tactics: Hanser & Associates helped create Swissray’s brand message and positioned their innovative products via demonstration installations in the USA medical markets ahead of FDA approval. When Swissray became the first to receive the registration to sell an integrated DDR system in the USA, we helped launch sales by announcing FDA’s approval; supported Swissray at Radiology Society of North America’s (RSNA) annual Scientific Assembly and Annual Meeting in Chicago (world’s largest medical trade show); provided media relations (including a news conference conducted at RSNA and onsite trade show PR); and provided executive speechwriting, investor relations and other communications services.

Results:The company gained extensive news coverage in trade and mainstream news media around the world, was well received at RSNA, and product purchases came quickly from medical facilities in the United States. Swissray was merged in 2013 to create Taipei, Taiwan-based Swissray Global Healthcare Holding which has continued development of digital diagnostic X-ray systems. By meeting different market demands, the company provides a series of digital and low-dose X-ray systems.

Swissray’s Vice President of International Marketing said, “Hanser & Associates is the best at what they do and possess unique expertise and delivery.”