Speak Soft, Look Big

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.

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.