Services | Strategic Planning
Candela Corporation
Integrated Marketing Campaign
Founded in 1970, Candela Corporation develops, manufactures, and distributes medical and aesthetic laser & light systems that enable physicians, surgeons, and personal care practitioners to treat selected medical and cosmetic conditions. From its beginnings, Candela has continually set new standards of industry excellence, delivering many innovative "firsts" in laser technology and treatment.
Candela chose Cramer to develop a marketing strategy and campaign around the new product offerings that would target new customers and compete for new markets. Cramer branded the new program “Pathways” and developed a brand identity and fully integrated marketing campaign that highlights three key concepts: Choice, Flexibility and Value.
Candela’s Pathways program was launched at the 2005 American Academy of Dermatology (AAD) meeting, creating a wide-reaching “buzz” that generated substantial new leads for Candela’s sales force and positioned them successfully with first-time buyers.