Medical Device Link.

Originally Published MX July/August 2003

ADVERTISING, DISTRIBUTION, & SALES

With a reputation for innovation and one of the industry's most feared sales forces, Boston Scientific (Natick, MA) does exceptionally well with very little input from outside agencies. But in the spring of 2001, the company's gastrointestinal (GI) metal-stent franchise was facing two significant challenges.

Taking the high road produced winning results for Boston Scientific (Natick, MA). In a campaign developed by LehmanMillet (Boston), Boston Scientific promoted the benefits of metal stents to a range of new clinical audiences, while also noting the company's market leadership. Here, a sample patient-education piece from the. (click to enlarge)

Although it was the market leader in GI metal stents, Boston Scientific perceived itself as being outmarketed by the Cook Group (Bloomington, IN). The smaller player had recently begun using the tagline 'The first choice,' and its sales reps were carrying a glossy new brochure detailing the company's entire product line.

So Boston Scientific's pride was hurting; and it was also confronting the real problem that faces any market leader—how to grow share. Fortunately, the company's marketing team had an intelligent response. The plan was to develop new markets with oncologists and colorectal surgeons.

Boston Scientific asked LehmanMillet (Boston) for a singular solution to both the threat and the opportunity.

The agency suggested that, as the market leader, Boston Scientific was perfectly positioned to take the high road. While virtually all of its competitors were focusing on the features and benefits of their hardware, Boston Scientific's new campaign would take a more emotional, public service approach—promoting the benefits of metal stents in general, while noting that the indisputable market leader is Boston Scientific.

This approach was particularly important for addressing new markets in which awareness of metal-stent technologies was quite low. In addition to advertising, the campaign included a comprehensive brochure and patient education materials that were designed to take the message directly to the clinic, where physicians and patients discuss treatment options.

Named best campaign and best of show in the Biomedical Marketing Association's annual Dx Awards competition, the campaign has been a true winner—successfully raising awareness for Boston Scientific within its traditional markets, among new prospects, and with its internal audiences. —Deborah Lotterman, senior vice president and creative director, LehmanMillet

Photo courtesy LEHMANMILLET

Copyright ©2003 MX