Xstrahl, a global leader in cancer treatment systems, advancing innovation in radiation therapy and research worldwide.
Highlights
- A 76% uplift in lead generation
- Two successful new markets opened
- Over£1.2m in additional demand built through conferences and events
The Challenge
Xstrahl had invested over £100 million into a breakthrough device designed to lower installation costs for clinics while improving safety for staff and patients. The potential was clear, but launching across five countries, including two entirely new markets, presented a complex challenge. Global political shifts added further complications, from trade restrictions to heightened security requirements around radiation technology.
The Approach
With core product assets already in place, my role focused on execution and adaptation. Working closely with the international marketing team, I led digital campaigns, content, and event planning while adjusting strategies to meet rapidly changing conditions. This meant creating tailored marketing approaches for each market, developing new digital lead generation systems, and ensuring performance was closely tracked and optimised.
The Results
Despite significant external pressures, we achieved a 76% uplift in lead generation and successfully opened opportunities in two new markets, with a launch in China carefully planned and approved. Alongside this, I oversaw 26 conferences and events that generated over £1.2m in additional demand, firmly positioning Xstrahl for continued growth.
The Next Steps
Xstrahl has since gone on to launch the new system in China and continues to build on the global marketing foundations laid during this project.
Key Takeaway
Working with Xstrahl reinforced the importance of creating marketing plans that can adapt in real time, especially when navigating international markets and unexpected global challenges.
Rhys would be an asset to any marketing operation and he was a key part of my team at Xstrahl. He was always eager to help and he displayed a forensic knowledge of the marketing challenges the company faced. He could always be relied upon to plan and deliver projects to a high standard. I thoroughly enjoyed working with Rhys and I am sure he will be successful in any future endeavours.
Neil Madle, Marketing Manager, Xstrahl Ltd
Rhys Turton 