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Brainlab Debuts First-Ever Public Awareness Campaign

Novalis Radiosurgery is Shaping Cancer Care Around Patients
Munich, Germany – April 1, 2010 – Brainlab today announced the launch of its first direct-to-consumer public awareness campaign for Novalis® radiosurgery. “Shaping Cancer Care Around You” hits US airwaves, newsstands and global online outlets starting today and running through May 31. The public awareness campaign can be seen and heard on and in the following media outlets:

Broadcast Television
•The Today Show – the #1 rated morning news show in the US
•MSNBC – one of the top 3 all-news channels in the US

Consumer and Professional Print
•TIME – the #1 ranked news magazine in the US
•New England Journal of Medicine (NEJM) – the world’s most-cited medical journal
•The Journal of the American Medical Association (JAMA) – the world’s most widely circulated medical journal

•National Public Radio (NPR) – leading radio news resource that reaches 99% of US households

•WebMD Consumer and Professional – Receives 10 million visitors monthly and is the #1 resource for physicians on medical devices
•NEJM – online advertising in tandem with NEJM publication

Directed at consumers, referring physicians, neurosurgeons and oncologists, the campaign is designed to build awareness of the benefits of cancer treatment with Novalis radiosurgery. The Brainlab media purchase is expected to deliver over 150 million impressions from the first run alone.

“Radiosurgery is an important treatment option for many patients who may need additional therapy and who have inoperable tumors or other conditions that can prevent the use of traditional cancer treatment methods,” said Trevor Earle, Product Line Director, Oncology, Brainlab. “The Novalis radiosurgery campaign will help generate awareness of and access to advanced treatment options, drive utilization to Novalis Radiosurgery Programs nationwide and increase physician referrals to Novalis radiosurgery experts and programs.”

To support the awareness campaign, simultaneous consumer and business-to-business public relations efforts will launch, strengthening the brand worldwide. In addition, pre- and post- awareness studies will be performed in the US around the first phase of the campaign to determine how brand awareness may have increased among target audiences and to provide a roadmap for future campaign efforts.

Facilities who offer the Novalis Radiosurgery Program as part of their cancer care portfolio, may take advantage of the Brainlab investment in their local markets with a professionally developed marketing portfolio including customizable television, print and online advertising.

“When people and their physicians are informed, confident and proactive, they get and give better care,” stated Karen Koziatek, Director of Creative and Brand Management. “The Novalis ‘Shaping Cancer Care Around You’ campaign does this with a clear message that connects consumers, physicians and hospitals to the brand and the technology it supports.”
To watch the “Shaping Cancer Care Around You” TV commercial and for more information on Novalis radiosurgery, visit

About the Music

The music featured in the “Shaping Cancer Care Around You” campaign was written by Dean Fertita, an American rock musician and multi-instrumentalist. Formerly the lead singer and guitarist of The Waxwings, Fertita has toured as a keyboard player for Grammy nominated group, The Raconteurs. In 2007, he joined Queens of the Stone Age as the keyboardist. Most recently, Fertita is a member of alternative rock super group, The Dead Weather. He also released his debut solo album, Hello=Fire in 2009.