Poor Perception Kills Guidant Name

Today's Boston Globe has a piece on Boston Scientific's campaign to make the Guidant brand name disappear following the acquisition of the troubled firm. At this week's Heart Rhythm Society conference, the Guidant logo appears on small signs beneath a Boston Scientific banner. At future events, it will be gone altogether.

May 18, 2006

1 Min Read
Poor Perception Kills Guidant Name

Even though many doctors say they don't consider Guidant's cardiac rhythm management devices riskier than those of their competitors, Boston Scientific is taking no chances. Guidant's sales dropped after last year's bad publicity, and the combined company can't risk further erosion. Such is the cutthroat nature of the highest levels of the corporate world.

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