Boston Scientific
Headquartered in Massachesetts, Boston Scientific Corporation (BSC) is the world’s largest medical device company. The company’s Endoscopy Division provides medical professionals, across the world, with products and technologies for the diagnosis, relief and treatment of digestive and pulmonary diseases – typically cancers.
Campaign Title:
‘Open to the possibilities’
Brief:
Boston pioneered the development of Metal Stent technology and has dominated the market for over 10 years. Stents are wire mesh ‘tubes’ that are placed endoscopically to relieve obstructions in the gastrointestinal tract. BSC has continued to innovate within the stent market and created the next generation stent platform – WallFlex®. A product platform of this scale required a product brand strategy to effectively and consistently deliver value messages and competitive differentiation in support of the existing corporate brand. Having worked with BSC previously on product branding at a European level, Birddog was asked by BSC’s Endoscopy business to help launch WallFlex® by developing a Global Product Brand Strategy.
Client: Boston Scientific
Objectives:
- Identify and articulate clear product value proposition
- Offer competitive differentiation to product messaging
- Develop and deliver Creative Platform to articulate message
- Ensure global relevance, understanding and adoption of new positioning
- Localise core tactical materials in 9 languages
Solution:
- Competitor Communications Research Analysis
- Internal Stakeholder Workshops – US/EMEA
- External Audience Research (Qualitative Interviews) – US/European locations
- Product Brand Strategy Development
- Creative Platform Development
- Key Opinion Leader Concept Testing – International
- Core Market Localisation
- International Materials Development & Delivery
Results:
- 1st successful product launch originated outside of US
- EMEA launch in 9 countries/languages
- Worldwide rollout thereafter
- Opening new sales channels