ADVERTISING, DISTRIBUTION, & SALES

St. Jude Medical (St. Paul, MN) was looking to boost sales of its existing annuloplasty repair products while launching a new ring repair product. The company was confronted with the challenge of differentiating its repair rings within a commodity-based product environment.

Working with marketing firm Yanovick Inc. (Minneapolis), St. Jude Medical decided to relaunch four product brands under the single heading of the St. Jude Medical Repair Solutions Portfolio. The relaunch delivered a bundled portfolio of solutions to meet every annuloplasty repair need and allowed St. Jude Medical to build sales through cost-efficient comarketing of the devices. It allowed the company to cross-sell products under one brand umbrella, with one benefit message, while associating the products with strong corporate brand equity and awareness.

The ad campaign concept, "Inspired by Nature, Refined by Man," emphasized that each repair solution is designed to mimic the natural movement and anatomy of the heart.

The campaign featured a series of four ads highlighting qualities found in nature as the inspiration for the key design benefits of each repair alternative.

Similarly, St. Jude Medical's repair solutions portfolio was given the tagline "A World of Possibilities for Heart Valve Repair," a concept designed to speak to the broad range of the portfolio as well as to the natural design of the repair products.

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