NEW YORK, April 18, 2012 /PRNewswire/ -- Varian Medical Systems' ground-breaking TrueBeam™ system for radiation treatments is making itself known outside the medical profession, as the company begins an advertising campaign in The New York Times Magazine next week with the succinct, yet powerful, message to "Make cancer the victim."
The two-page print ads were the first created by the newly opened San Diego office of the New York advertising agency DeVito/Verdi. DeVito/Verdi West began operations last year with Palo Alto-based Varian Systems as its first client.
The initial print ads ask cancer victims, their families and their doctors to "Imagine being treated for cancer with less fear and anxiety. Imagine being treated in less time with pinpoint precision, without a surgical incision. Imagine making cancer the victim." The TrueBeam system is a powerful, non-invasive system for radiotherapy and radiosurgery treatments.
To view the ad, please click on the following link: http://i.imgur.com/9hZAc.jpg.
"A truly revolutionary system such as this needs to be put before those who would benefit most from its use," said Alan Brown, managing director of DeVito/Verdi West. "We wanted to speak directly to doctors and other thought leaders, but also to those directly affected by cancer. The print outlets we have chosen will effectively reach these groups."
The TrueBeam™ system was designed from the ground up to treat tumors with unprecedented speed and accuracy — including tumors that move during treatment as the patient breathes in and out. TrueBeam features a multitude of technical innovations that dynamically synchronize imaging, patient positioning, motion management, and treatment delivery to deliver very high doses quickly and accurately while minimizing exposure of healthy tissues during treatment.
Thousands of Varian Medical Systems' medical linear accelerators for cancer radiotherapy and radiosurgery are in service around the world, treating over 100,000 patients per day.
Few ad agencies have excelled in the healthcare area quite like DeVito/Verdi. The agency has been recognized as one of the most innovative and creative for its emotional and powerful campaigns for Mount Sinai Medical Center, Abington Memorial Hospital, North Shore/LIJ Hospital Group and Massachusetts General Hospital.
DeVito/Verdi West will continue to develop additional marketing elements to highlight Varian's innovations and offerings to consumers and the healthcare industry.
About Varian Medical Systems
Varian Medical Systems, Inc., of Palo Alto, California is the world's leading manufacturer of medical devices and software for treating cancer and other medical conditions with radiotherapy, radiosurgery, proton therapy, and brachytherapy. The company supplies informatics software for managing comprehensive cancer clinics, radiotherapy centers and medical oncology practices. The company also supplies X-ray imaging products for cargo screening and industrial non-destructive inspection. Varian Medical Systems employs approximately 5,400 people who are located at manufacturing sites in North America, China and Europe and in its 70 sales and support offices around the world.
DeVito/Verdi, a privately held company is considered one of the most creative agencies in the industry. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.
DeVito/Verdi, which has been voted "Best Agency" six times over the last 12 years by the AAAA, has created some of the most memorable ad campaigns of the past 20 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as The National Association of Broadcasters, Sony, Canon, Kohl's, BMW, Daffy's, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, Mount Sinai Medical Center, Duane Reade Drug Stores, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Legal Sea Foods, Massachusetts General Hospital, Appleton Rums, Dressbarn, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, CarMax, Sports Authority, For Eyes Optical and others. For more information on DeVito/Verdi, visit www.devitoverdi.com.