What is Sales and Marketing Strategy of Elekta Company?

Global field teams use account-based selling and multi-year total-solution proposals (hardware, Mosaiq/Proxima, service). Direct accounts produce the majority of revenue; service and software backlog hit multi-year highs in FY2024 as recurring revenue rose above 45% of total.

In markets with procurement or regulatory complexity Elekta relies on accredited distributors for tenders, installation and first‑line service, expanding this channel post‑2020 to address LMIC radiotherapy gaps where WHO estimates treatment deficits exceed 40%.

Framework agreements with national health systems and group purchasing organizations enable fleet refreshes and standardized SLAs. Multi‑site MR‑linac and linac wins in 2023–2025 drove double‑digit order growth in select regions.

Websites, virtual showrooms and remote demos (scaled 2020–2022) now qualify capital-equipment and software upgrade leads; digital touchpoints shorten sales cycles and raise software attach rates for modules such as Mosaiq/Proxima.

Precision, personalization and open ecosystems underpin product and messaging, with clean clinical visual design and an evidence-led, collaborative voice aimed at clinicians and hospital leaders.

Leadership in MR-guided adaptive therapy via Unity, deep brachytherapy heritage, vendor-agnostic Mosaiq/open APIs and a service model prioritizing uptime and total cost per patient set the brand apart from vertically integrated imaging-heavy rivals.

Hospital executives: lower lifetime cost per treated patient and resilient uptime. Clinicians: adaptive precision and streamlined workflows. Patients: fewer fractions and improved comfort. Global radiotherapy demand is forecast at approximately 6–8% CAGR through 2030, driven by LMIC expansion.

Frequent presence in ESTRO/ASTRO programs, a strong installed base in Gamma Knife and ongoing design awards; brand consistency is enforced across congresses, digital channels and training with rapid messaging updates on AI, interoperability and reimbursement.

Objective: establish clinical and economic proof for MR‑guided adaptive radiotherapy using an evidence‑first approach. Creative: 'See. Adapt. Treat.' with patient pathways and multi‑center clinician testimonials. Channels: ESTRO/ASTRO symposia, LinkedIn video series, peer‑reviewed evidence spotlights, virtual site tours. Results: significant uplift in Unity pipeline, notable tenders in EMEA/APAC and increased software module attach; success driver was KOL amplification.

Objective: differentiate interoperability and the Mosaiq ecosystem to reduce integration friction. Creative: 'Open by Design' narratives, API partner showcases, TCO calculators. Channels: developer webinars, partner co‑marketing, trade media. Results: higher win rates in multi‑vendor environments, increased software upgrades and cross‑sell into planning/QA partnerships; lesson: openness resonates with CIOs and physicists facing integration costs.

Objective: capture growth in emerging markets where radiotherapy capacity gaps exceed 40%. Creative: health‑economics cases linking linac reliability and service SLAs to increased annual treatment slots. Channels: government tender roadshows, multilingual assets, regional congresses. Results: order growth in select APAC/MEA markets and multi‑system deals with extended service contracts; success came from policy‑aligned value framing and distributor enablement.

Objective: revitalize brachytherapy adoption in prostate and gynecologic cancers. Creative: case libraries, planning workflow demos, and comparative outcomes versus EBRT‑only. Channels: ABS and ESTRO brachy sessions and targeted specialist emails. Results: increased probe/afterloader upgrades and disposables pull‑through; lesson: procedure‑focused content drives recurring revenue.