Healthcare Industry News: Accuray
News Release - January 7, 2009
Accuray Receives Prestigious Awards for 2008 Advertising CampaignADDY and Telly Awards Honor CyberKnife Print and TV Ads
SUNNYVALE, Calif., Jan. 7 (Healthcare Sales & Marketing Network) -- Accuray Incorporated (Nasdaq: ARAY ), a global leader in the field of radiosurgery, today announced the company has received three prestigious awards for its 2008 advertising campaign promoting the CyberKnife® Robotic Radiosurgery System.
Accuray and RBG Marketing, who created the ads, received recognition from the world-renowned ADDY® Awards for their patient-focused print campaign and recognition from the Telly Awards for their television commercial.
Accuray and RBG Marketing received Silver ADDY Awards at both the local chapter and district level for their "Tumors Have Nowhere to Hide" print series, which featured actual patients who were treated with the CyberKnife System. The companies also received a Bronze ADDY Award at the local chapter level for "The Fight of My Life" print campaign, which worked in conjunction with their award-winning television commercial.
The ADDY Awards, presented by the American Advertising Federation, is the world's largest advertising competition. With more than 60,000 entries annually, the ADDY Awards epitomize creative excellence by recognizing all forms of advertising from all types of media, created by all sizes and levels of entrants from anywhere in the world. It is the only creative awards program administered by and for the advertising industry.
"Accuray's receipt of these prestigious awards, in partnership with RBG Marketing, is a testament to the creativity and innovation we bring to all facets of our business," said Eric P. Lindquist, senior vice president and chief marketing officer of Accuray. "Since advertising is one way to spread awareness of the benefits of the CyberKnife System we are pleased that these tools have not only achieved that purpose but they've also been recognized as being best in class."
Additionally, Accuray and RBG Marketing received a Telly Award for the company's television commercial, which was made available to local CyberKnife facilities to air within their local markets. The commercial featured a boxer sharing the emotions one goes through when they learn of their cancer diagnosis. The boxer speaks directly to his cancer and displays the "fighting" attitude that many cancer patients adopt after they go through the shock and acceptance of their condition. The boxer hopes to inspire, encourage and educate newly diagnosed patients who may need a new type of treatment.
The Telly Awards honor the best local, regional, and cable television commercials and programs, as well as the finest video and film productions, and work created for the Web.
About RBG Marketing
Headquartered in Walnut Creek, Calif., RBG Marketing Inc. specializes in creating integrated marketing programs for the healthcare and retail industries. The company's Results Builder(TM) process mixes rigorous thinking, boundless imagination, focused strategy and tangible measurement to deliver exceptional "Impactfully Simple" creative to help clients meet their unique business objectives. For more information and samples, visit www.RBGmarketing.com
About the CyberKnife® Robotic Radiosurgery System
The CyberKnife Robotic Radiosurgery System is the world's only robotic radiosurgery system designed to treat tumors anywhere in the body non-invasively. Using continual image guidance technology and computer controlled robotic mobility, the CyberKnife System automatically tracks, detects and corrects for tumor and patient movement in real-time throughout the treatment. This enables the CyberKnife System to deliver high-dose radiation with pinpoint precision, which minimizes damage to surrounding healthy tissue and eliminates the need for invasive head or body stabilization frames.
Accuray Incorporated (Nasdaq: ARAY ), based in Sunnyvale, Calif., is a global leader in the field of radiosurgery dedicated to providing an improved quality of life and a non-surgical treatment option for those diagnosed with cancer. Accuray develops and markets the CyberKnife Robotic Radiosurgery System, which extends the benefits of radiosurgery to include extracranial tumors, including those in the spine, lung, prostate, liver and pancreas. To date, the CyberKnife System has been used to treat more than 50,000 patients worldwide and currently more than 150 systems have been installed in leading hospitals in the Americas, Europe and Asia. For more information, please visit www.Accuray.com.
Safe Harbor Statement
The foregoing may contain certain forward-looking statements that involve risks and uncertainties, including uncertainties associated with the medical device industry. Except for the historical information contained herein, the matters set forth in this press release, including statements relating to commercialization of products, clinical studies, regulatory review and approval are forward-looking statements within the meaning of the "safe harbor" provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements speak only as of the date the statements are made and are based on information available at the time those statements are made and/or management's good faith belief as of that time with respect to future events. You should not put undue reliance on any forward-looking statements. Important factors that could cause actual performance and results to differ materially from the forward-looking statements we make include: market acceptance of products; competing products, the combination of our products with complementary technology; and other risks detailed from time to time under the heading "Risk Factors" in our report on Form 10-K for the 2008 fiscal year, as updated in our Form 10-Q filed on December 19, 2008 and our other filings with the Securities and Exchange Commission. The Company's actual results of operations may differ significantly from those contemplated by such forward-looking statements as a result of these and other factors. We assume no obligation to update forward-looking statements to reflect actual performance or results, changes in assumptions or changes in other factors affecting forward-looking information, except to the extent required by applicable securities laws.
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