Pillar

What It Means

What To Highlight

Why It Wins

Intelligence

that Works

Mindray’s Acoustic Intelligence Technology (AIT) platform and AI-powered tools provide real-time adaptability that simplifies decision-making and reduces cognitive load. This pillar communicates usable innovation, not over-engineered complexity.

• FreeBeam + FreeIQ = pixel-level, real-time-processing, intelligent imaging technology.
• STE+USAT+STVi = fast and easy liver assessment in one acquisition.
• SR-CEUS = enhanced visualization of microvascular structures. (Competitors only offer this on research platforms today).
• M Reference = enables real-time, same-slice, and same-screen MPUS diagnosis.
• Smart presets and automation for faster, more consistent outcomes.
• Quantitative imaging tools that support confidence, not guesswork.

It shifts the conversation from legacy hardware to dynamic software that adapts to you, not the other way around.

Designed for Your Demands

Built for the realities of today’s imaging teams, not research labs. This pillar emphasizes usability, ergonomics, and workflow speed that support throughput and reduce burnout.

• Fast onboarding, minimal training curve.
• Battery-powered scanning and ergonomic floating console.
• Modular interface designed for real-world users (not just engineers).
• Tailored tools for shared-service and high-BMI scanning environments

This reframes the A20 as the radiology workhorse that delivers comfort and speed, especially for exhausted clinical teams.

Pillar

What It Means

What To Highlight

Why It Wins

Value without Compromise

TCO isn’t about price; it’s about performance, uptime, and freedom from additional upgrade charges. This pillar elevates Mindray’s bundled service, upgradeability, and warranty as part of its premium advantage.

• 5-year warranty standard.
• Lifetime clinical support and software upgrades.
• Living Technology: a modular platform that evolves without costly replacements.
• Fewer tiers, fewer upsells, more predictable value.

It flips the 'budget brand' narrative into a smart ROI conversation with performance that stands up to GE/Philips/Siemens.

Trusted Partner

This pillar reinforces the power of Mindray’s decades of experience, service model, clinical training, and growing KOL base in the U.S. because switching vendors is as much about trust as it is about budget.

• Invented virtual beam-formation, bringing 25+ years of experience with this innovative technology.
• U.S.-based service with consistent response time.
• Personalized onboarding and account support.
• Peer-led KOL content, demos, and RSNA presence.
• Trusted by all of the top 130 hospitals in the U.S.

Buyers burned by legacy brand rigidity or complexity will resonate with a more human, more present alternative.

Here for the Long Haul

This is your brand anthem pillar: positioning Mindray as a proven, modern, tech-forward disruptor leading in innovation.

• One of the top four ultrasound manufacturers in the U.S.
• 34 years of global innovation, adapted for U.S. workflows.
• 'Legacy performance, challenger agility' positioning.
• A disruptive tone for younger, outcome-driven buyers.

It creates energy and adds credibility behind the GTM tone. Instills confidence that Mindray isn’t new to the game and will be a long-term partner.

Tone

Message

Overarching Messaging – Confident & Established

The Resona A20 brings a smarter, more practical approach to premium ultrasound. Built on Mindray’s new Acoustic Intelligence Technology, it delivers sharp, consistent imaging and intelligent automation—engineered to support the pace and pressures of modern clinical care. Backed by over 30 years of innovation and a brand trusted by the top 10 hospitals in the U.S., Resona A20 proves that you don’t have to choose between performance and simplicity.

Overarching Messaging – Differentiated & Purposeful

For years, premium ultrasound has been defined by the brands everyone knows, more familiar than forward-thinking. While others have focused on visibility, Mindray has focused on progress, advancing imaging innovation for over 30 years. Resona A20 brings that depth to light—a smarter, faster, more user-focused platform built for the realities of clinical care. Mindray is already trusted by the top 10 hospitals in the U.S., Resona A20 is the next proof point.

Overarching Messaging –

Bold & Challenger

⭐

In a category long dominated by familiar names, Mindray has taken a different path—advancing, building, and leading with innovation that clinical teams can actually use. While others are only just beginning to adopt the technologies Mindray has refined for years, Resona A20 pushes the standard forward. Built on Mindray’s most advanced platform and backed by over 30 years of imaging expertise, it delivers more precise imaging, fewer tradeoffs, and smarter automation, all of which simplify scanning even on the most challenging patients. Already trusted by the top 10 hospitals in the U.S., Mindray now brings that same credibility to a next-generation system designed for what’s next.

Tone

Message

Overarching Messaging –

Bold & Challenger

⭐

In a category long dominated by familiar names, Mindray has taken a different path—engineered to support the pace and pressures of modern clinical care. While others are only beginning to adopt the technologies Mindray has refined for years, we’ve stayed focused on progress, advancing imaging innovation. Built on our most advanced platform and backed by decades of expertise, Resona A20 delivers more precise imaging, fewer tradeoffs, and smarter automation, simplifying scanning even on the most challenging patients. Already trusted by the top 30 hospitals in the U.S., Mindray now brings that same credibility to a next-generation system designed for what’s next.

Persona

Top Priorities

Value Prop

Proof

Hook

Relevant Pillars

Suzy the Sonographer

Minimize strain, scan confidently, intuitive use.

Ergonomic design and automation reduce physical and cognitive fatigue.

Floating console, smart presets, and tailored tools for shared-service and high-BMI exams reduce fatigue and simplify scanning. Workflow built from feedback of real clinical users.

"Designed to scan smarter, not harder."

Designed for Your Demands

Randy the Radiologist

Diagnostic confidence, reproducibility, image quality.

High-resolution imaging, advanced visualization tools, peer validation.

Cutting-edge technologies designed to maximize productivity and diagnostic confidence. Trusted by top institutions and used by US KOLs.

"Clarity you can trust. Backed by peers, not just specs."

Intelligence That Works + Trusted Partner

Molly the Imaging Director

Consistency, ease of onboarding, justifiable investment.

Workflow acceleration, standardization across staff, bundled support, consistent scan outcomes.

Automation and fast onboarding support consistent scans. Proven performance at top 30 hospitals ensures fast adoption and a reduced training curve.

"A platform your team will actually want to use."

Designed for Your Demands + Trusted Partner

Charlie the CxO

Standardization, TCO, scalable quality, investment value.

Enterprise-ready, scalable tech with proven ROI and low maintenance.

One of the top 4 ultrasound brands in the U.S., trusted by top 30 hospitals. 5-year warranty and scalable platform support operational and financial goals.

"Premium performance without the overhead of status quo systems."

Here for the Long Haul + Value Without Compromise

Persona

Core Story

Emotional Outcome

Functional Outcome

Suzy the Sonographer

Resona A20 was built for real scanning. With intuitive controls, smart presets, and an ergonomic console, Suzy gets through her day faster, with less fatigue and more confidence, even with challenging patients.

Feels physically supported and professionally trusted.

Fewer rescans, less strain, more consistent throughput.

Randy the Radiologist

Resona A20 delivers the sharp imaging, diagnostic clarity, and reproducible performance Randy expects without the usual learning curve. Efficiency-boosting, proprietary tools like HD Scope and Sound Speed Compensation provide the detail he needs to read faster and with more confidence.

Trusts what he sees and the system behind it.

Fewer follow-ups, more consistency across users.

Molly the Imaging Director

Resona A20 makes it easier to train new staff, maintain consistency, and keep workflows moving. With reliable performance, fewer bottlenecks, and North America based service, it’s the kind of upgrade Molly can stand behind.

Confidence in her team’s efficiency and adoption.

Streamlined onboarding, reduced variability, less downtime.

Charlie the CxO

Resona A20 brings top-tier performance without the cost or complexity of status quo platforms. It’s scalable across departments, easy to support, and built on 30+ years of Mindray imaging expertise—already trusted by the top 30 U.S. hospitals.

Feels secure investing in a smarter, proven alternative.

Lower TCO, scalable standardization, high ROI.

Persona

Top Priorities

Value Prop

Proof

Hook

Relevant Pillars

Polly the Procurement Officer

Pricing transparency, contract compliance, simplicity.

Predictable value with fewer tiers, bundled support, and vendor responsiveness.

Fewer upsells, 5-year warranty, and strong U.S.-based support simplify procurement.

"Easy to buy. Easier to support."

Value without Compromise + Trusted Partner

Ian the IT Director

Secure integrations, stability, minimal support burden.

Plug-and-play setup, standards-based interface, no offsite data handling.

ISO27001 certified. No cloud data transmission. Integrates via DICOM and HL7, with clear support protocols.

"Secure, stable, and built to stay out of your help desk queue."

Trusted Partner + Designed for Your Demands

Ben the Biomed Manager

Uptime, maintenance simplicity, parts/service access.

Durable hardware, North America based service, clear service pathways.

Clear maintenance protocols, easy access to service manuals, and North America based support reduce hands-on time.

"Reliable. Serviceable. Built for your bench, not your backlog."

Value without Compromise + Trusted Partner

Felicia the Finance Director

Capital control, predictable TCO, long-term value.

Durable design, lifetime software upgrades, proven ROI across enterprise.

Lifetime upgrades, 5-year warranty, performance consistent with top-tier platforms.

"Enterprise-ready tech that pays off year after year."

Value without Compromise + Here for the Long Haul

Persona

Core Story

Emotional Outcome

Functional Outcome

Polly the Procurement Officer

Resona A20 offers premium performance with pricing clarity, contract flexibility, and fewer upsells than status quo platforms. Polly sees a high-value system that makes procurement easier without compromising on quality.

Confidence in a smart, compliant purchase.

Straightforward contracts, no hidden tiers, faster procurement cycle.

Ian the IT Director

Resona A20 is secure, standards-based, and integrates cleanly with existing systems without placing extra burden on IT. With ISO27001 certification and on-device data handling, Ian knows the tech won’t disrupt his day.

Peace of mind from a low-maintenance platform.

DICOM compatibility, reduced IT support needs, plug-and-play setup.

Ben the Biomed Manager

The Resona A20 is built for uptime and security, backed by North American-based support. Its Linux platform ensures real-time performance and enhanced protection—critical in medical settings. With durable components and clear documentation, Ben can trust that downtime, frequent repairs, and security worries won’t be part of his day.

Trust in a system that respects his time and expertise.

Minimized downtime, straightforward maintenance, responsive support.

Felicia the Finance Director

Resona A20 delivers enterprise-level value with a lower total cost of ownership. Felicia sees a smart capital investment. One that includes clinical performance, a 5-year warranty, and upgrade pathways that avoid costly replacements.

Confidence that her dollars are doing more.

Predictable budgeting, long-term ROI, reduced future spend.

Persona

Goals

Barriers

How We Win

Buyer Roles in the Decision Process

Suzy the�Sonographer

Minimize strain, �scan confidently.

Burnout, new tech learning curve.

Emphasize ergonomic design and intuitive UI.

Strong informal veto power, �if they reject the system, adoption fails.

Randy the�Radiologist

Confident diagnosis, efficiency, consistency.

Skepticism of challenger brands.

Peer validation, reproducibility.

Often key influencers, particularly in academic and hospital settings.

Molly the�Imaging Director

Justify purchase, reduce downtime.

Budget limitations, brand bias.

Warranty, training, �total value.

Holds final purchasing authority.

Charlie the �CxO

Enterprise value, long-term vendor alignment.

Fragmented fleets, rising operational costs.

Standardization, scalability, cost containment.

Drives strategic vendor selection and multi-site purchasing decisions.

Persona

Goals

Barriers

How We Win

Buyer Roles in the Decision Process

Polly the Procurement Officer

Pricing transparency, contract compliance.

Complex RFPs, legacy contract inertia.

Simple onboarding, flexible terms, responsive support.

Gatekeeper for procurement, executes deals, enforces terms.

Ian the IT Director

System stability, smooth integrations, minimal support burden.

Limited bandwidth, wary of unfamiliar platforms or vendors with unclear support.

Plug-and-play setup, low maintenance needs, strong U.S.-based service, and 5-year warranty.

Technical gatekeeper who evaluates risk, confirms integration, and flags red flags for procurement or leadership.

Ben the Biomed Manager

Maintain uptime, ensure device serviceability, and reduce long-term maintenance needs.

Concerns about service access, spare parts availability, and non-standard systems from lesser-known brands.

Demonstrate reliable uptime, bundled service plans, and clear maintenance protocols, all backed by U.S.-based support.

Technical influencer reviews service specs and maintenance burden; may flag risk to admins or IT.

Felicia the Finance Director

Control capital spend, validate ROI, and reduce total cost of ownership over time.

Skepticism toward mid-tier vendors and pressure to justify costs across multiple stakeholders.

Highlight predictable TCO, strong warranty, scalable configurations, and clear financial value vs. legacy brands.

Budget approver reviews capital investment proposals and assesses alignment with organizational goals.