OBJECTIVE
In medical technology, the product is often determined far before the launch date. As launch approached for a key new medical device, Boston Scientific turned to New Markets to hone its approach.
APPROACH
  • Interviewed physicians, nurses, and practice administrators to identify which influencers and stakeholders to target with what propositions
  • Determined what overall solutions must do – and avoid doing – to achieve better medical and economic outcomes, as well what wraparound services were important to fuel uptake of the solution by healthcare providers 
  • Examined new business models and sales strategies, including how sales and service teams could be equipped to deal with new types of requirements that new solutions would create​
IMPACT
Boston Scientific launched HeartLogic, which is now working inside thousands of hearts to keep patients alive. In addition to unique diagnostic sensing technology, HeartLogic provides physicians and nurses with an intuitive display of patient data, a clear risk scoring of patients, and actionable recommendations to prevent worsening symptoms that can lead to hospitalization. HeartLogic is able to accurately predict 70% of heart failure events a month before they occur. Boston Scientific can market this service in ways that meet stakeholders’ expectations for medical outcomes, cost implications, and time efficiency.
GO-TO-MARKET PLANS