Background
Gulmay Medical Ltd is a UK company specialising in the design and manufacture of medical scientific X ray equipment which they supply to more than 400 clinics worldwide.

Gulmay Medical Ltd was matched with id Marketing to work on a project aimed at increasing their profile and establishing themselves as the company of choice in this market. They also wanted to raise awareness of this treatment modality, in the emerging markets, in the face of newer technologies.

id Marketing was ideally suited to help Gulmay Medical due to our extensive knowledge in the field of Oncology and Radiotherapy.

Project Stages
id Marketing undertook an in depth analysis of the market and identified both opportunities and threats for their business in current conditions. From here a strategic plan was developed, to take advantage of market gaps.

It was decided that an educational programme was the best way forward for Gulmay Medical, to lift its profile amongst the future generations of Radiotherapists in the UK and emerging markets. The educational programme was named STEP - Superficial Therapy Educational Programme.

Initially the development of STEP involved identifying a panel of experts in the field who understood low voltage radiation to be the best course of treatment for certain forms of cancer. The programme was divided into six topic areas:

	Overview and history on the use of superficial radiation.
	Physics of low energy radiation.
	Benign and malignant conditions.
	Dosage and fractionation
	Treatment set up.
	Patient care.

Once these topic areas were agreed, experts were asked to write advice according to their areas of specialism.

This educational advice was then complied into the various formats such as an interactive CD ROM, PowerPoint presentations as well as more traditional paper formats.
This material was circulated amongst training colleges and presented at various clinical meetings.

The STEP Programme has now been endorsed by the IAEA and has proved to be both an invaluable educational tool and an effective promotional tool for Gulmay Medical Ltd.