Originally Published MX September/October 2005

ADVERTISING, DISTRIBUTION, & SALES

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.

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)