Boston Scientific’s AFib commercial reflects larger plan to dominate market
In a new television ad, Marlborough, Massachusetts-based Boston Scientific tries to appeal to Americans with heart arrhythmias as the company amps up a comprehensive marketing plan to make inroads in cardiac, endoscopic and urological markets, reports The Boston Globe.
Televised ads like Boston Scientific’s are rare for medical device companies, but it’s a strategy some use to get rid of middle-man suppliers.
“Hospitals want to drive great outcomes and they also want to save money, so what they’re typically doing is reducing down the number of suppliers that they work with,” said Boston Scientific CEO Mike Mahoney. “What’s most important to us is to have very differentiated products so that when Mass. General or whoever picks partners, we’re part of the answer.”
The company didn’t decide lightly whether to run the ad, but ultimately decided to do so because it wanted to educate patients with atrial fibrillation. The commercial has only aired in Tampa, Detroit, San Diego and Phoenix, but may run in other markets in the future.
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Senior Writer
As a Senior Writer for TriMed Media Group, Katherine primarily focuses on producing news stories, Q&As and features for Cardiovascular Business. She reports on several facets of the cardiology industry, including emerging technology, new clinical trials and findings, and quality initiatives among providers. She is based out of TriMed's Chicago office and holds a bachelor's degree in journalism from Columbia College Chicago. Her work has appeared in Modern Healthcare, Crain's Chicago Business and The Detroit News. She joined TriMed in 2016.