Originally Published MX September/October 2005
ADVERTISING, DISTRIBUTION, & SALES
The Program That Launched a Million Stents|
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When Boston Scientific (Natick, MA) launched the Taxus drug-eluting stent in March 2004, the product was greeted with both anticipation and opposition. Although it had demonstrated clinical success in trials, the stent was second to market after the heavily promoted Cypher stent from Cordis Corp. (Miami Lakes, FL). The challenge for Boston Scientific was to differentiate a scientifically advanced device after a year of aggressive competitive marketing.
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| Representatives from Seidler Bernstein Inc. (Cambridge, MA) accept their In-Awe award during the June presentation in Santa Monica. (From left): Michelle Boudreau, Seidler Bernstein; presenter Tommy Hawkins; Jo Seidler and Scott Whitter, Seidler Bernstein; and presenter Joe Soto. Photo courtesy Medical Marketing Association. (click to enlarge) |
Seidler Bernstein Inc. (Cambridge, MA), the manufacturer's marketing agency, balanced launch excitement with scientific education by carefully choosing media ranging from print ads, direct marketing, sales aids, and reference materials to interactive presentations, demo tools, and a multipronged public and professional relations program.
Positioning based on the theme "The Power and the Proof" emphasized that the unprecedented efficacy of the Taxus stent was backed by a wealth of supporting data. The company's literature system organized main messages and scientific support into a comprehensive, accessible reference. Sales tools ranging from clinical summaries and CD-ROMs to the Late-Loss Demo Wheel and point-of-purchase display conveyed complex theories in simple demonstrations. Press releases focused on clinical success, while hospital communications kits helped institutions announce the availability of the Taxus stent. Finally, physician referral kits facilitated professional promotion.
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| Seidler Bernstein Inc. (Cambridge, MA) developed a comprehensive launch campaign for the Taxus drug-eluting stent by Boston Scientific Corp. (Natick, MA). The campaign materials employed everything from dynamic drug-eluting signal art to detailed clinical results, and coupled new-product buzz with hard scientific data to create excitement and provide solid reasons to believe. Photo courtesy Seidler Bernstein. (click to enlarge) |
Within the first month, U.S. sales had outpaced Boston Scientific's aggressive goals. Within two months, the Taxus stent had captured a solid majority of the U.S. market. And after a year, and more than a million procedures, the Taxus is still leading the market, improving care and quality of life for cardiac patients.
The "Power and the Proof" campaign helped establish and maintain Boston Scientific's leadership position. And this comprehensive launch earned Seidler Bernstein a Global Award, Medical Marketing & Media Award, Rx Club Award, and BMA Dx Award, as well as a gold award from the Medical Marketing Association in this year's In-Awe competition.
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