CQ Medical

Care Smarter

Agency: LUDWIG+


Woman-owned brand actualization and business acceleration agency, LUDWIG+ announced the rebrand of the global leader in medical positioning innovations as newly-formed CQ Medical.

LUDWIG+ is leading a complete repositioning of the new brand in the highly competitive medical positioning innovation market, including a new name, new brand identity and new campaign. CQ Medical was formed following the merger of leading medical positioning device companies, CIVCO Radiotherapy (RT) and QFix, which were the No. 1 and 2 brands in the patient-centric radiotherapy field. The name CQ stands for Care Quotient, which is defined from within the company culture as the sum of IQ and EQ.

In addition to the new name, the rebrand centers on a new campaign platform “Care Smarter”, expanding on the company’s innovative clinical solutions, unmatched product depth and breadth and passion for customer and patient care.

“This was an exciting opportunity to unite the strength of these two companies into the newly branded global leader in positioning innovations,” said LUDWIG+ CEO Barbara Yolles Ludwig. “It was clear that CQ Medical innovations are critical ingredients to making cancer treatment more precise, technology more effective and patients more comfortable.”

With a first-of-its-kind campaign, Care Smarter takes on the intense emotions of patients as a way to reveal the inspiration and positive outcomes behind CQ Medical innovations. In print and OOH, “Open Letter To Fear” puts fear in its place by designing rigid radiation immobilization masks that allow a patient to see, breathe and feel as physically and mentally comfortable as possible while undergoing radiation therapy.

“Our new brand identity as CQ Medical embodies our commitment to driving innovation that improves cancer care and patient outcomes, as well as our deep engagement with clinicians and technology partners,” said CQ Medical CEO Mike Sutter. “LUDWIG+ has helped CQ pave the way for us to emerge as a new global leader in innovative cancer therapy solutions. ”

The new campaign was unveiled with a brand video at the industry conference ASTRO in San Diego with omnichannel media, including search, social, digital, email, print, events, OOH, direct mail, and national PR. A newly refreshed website also launched Oct. 1 and showcases the new name, campaign, and brand identity.

This professional campaign titled 'Care Smarter' was published in United States in October, 2023. It was created for the brand: CQ Medical, by ad agency: LUDWIG+. This Integrated medium campaign is related to the Health industry and contains 1 media asset. It was submitted 1 day ago.


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