Case Study for Agency
03-1031877-326

Boston Scientific

The Challenge
The world’s largest medical device company, dedicated to less-invasive
therapies, established six different lines of business through a series
of strategic acquisitions. Although the company led the cardiovascular
market, overall market share was eroding. Research showed that the
market viewed Boston Scientific as smaller individual organizations
serving niche markets. Some segments were not even aware that the newly
acquired companies were part of Boston Scientific.

Solution
As part of a global methodology, comprehensive research was conducted
to identify and define opportunities. A brand blueprint was created
leading to the development of formal vision, mission, and positioning
statements. The concept capitalized on the equity uncovered during
research, which suggested Boston Scientific enjoyed healthy
relationships with its doctors. From this position of market strength,
the resulting new positioning focused on providing solutions and
creating partnerships across all Boston Scientific lines of business.
Our solution was to lead a rebranding initiative at the line of
business level. The firm developed a systematic plan for leveraging the
Boston Scientific master brand without sacrificing the market awareness
held by its individual companies.

As an interim step, business units were co-branding with both the
Boston Scientific brand and the name of each organization. Over a
period of 18 months, the co-branding was gradually phased out,
providing a smooth transition to roll out the Boston Scientific name.
To further build the Boston Scientific brand, a naming overhaul was
conducted at the product level. A naming decision tree was developed,
as well as guidelines that specify how to name new and next-generation
products while leveraging the existing sub-brands.

Program Results
- New positioning as a global brand with diverse families of products
capable of providing total solutions
- Product-naming time was reduced by 50 percent, reducing time to
market
- All names now support corporate positioning. A standardized process
increases productivity and effectiveness of internal marketing

“After my experiences with other branding firms, working with them was
a refreshingly positive experience. Their knowledge of our businesses,
combined with high-level strategic thinking and practicality, proved
invaluable. Their work continues to be used throughout the company.”
- Linda Becker Marketing Communications Director