In computed tomography it is fundamental to keep the radiation exposure of patients to a minimum while still obtaining the best possible image quality.

With a worldwide campaign, Siemens Healthcare Computed Tomography wanted to call attention to its radiation reduction technologies and to convey that excellent image quality is also possible at low radiation dose.

With that goal in mind, we developed the International CT Image Contest in 2010: radiologists and technicians could submit their best CT images and compete against each other in the areas of image quality and applied dose.

All Siemens low-dose technologies now had to be established worldwide under the umbrella brand CARE Right. It was a logical step to give the 2010 International CT Image Contest a makeover.

Guided by the goals to “provide experts with a stage” and to raise worldwide awareness for imaging at the right dose, we created a new contest website and used various intertwined channels such as events, print media, e-mailings, and social media to motivate radiologists all over the world to submit their cases.

The result: More than 300 submissions from 135 worldwide participants and over 17,000 Facebook fans.

The central element of the campaign was the website www.siemens.com/image-contest with the online gallery of the submitted images.

The contest was marketed via various online channels:

• Facebook fanpage

• Siemens customer newsletter

• Cooperation with the radiology community Radrounds and the radiology blogger Sumer Seti

The various channels were promoted via Facebook Ads, Google AdWords, and a comprehensive banner campaign on radiology websites.

In addition to the online promotional activities, the following offline measures were implemented:

• Customer Information Kits for Siemens customers

• Special topic customer magazine about the “International CT Image Contest”

• Brochure

• Dissemination through the sales force

With more than 300 submitted cases from 135 participants all over the world and over 17,000 Facebook fans, the development of the “International CT Contest” into the “Right Dose Image Contest 2013” was a great success in this small target group.

Most major players in the field reported about the contest. See URLs for several online reports about the call for entries or about the winner announcement.