The Charger Catheter from Boston Scientific competes in a relatively commoditized space, so customers have little interest in spending time talking about it. At the same time, there are numerous competitors with multiple products each, and no easy and purposeful way to summarize all of this information. So the challenge was to take a huge amount of information and make it simple to access and present quickly, but without “dumbing down” the content.

Target Audience

Vascular Surgeons, Interventional Radiologists, and Interventional Cardiologists

Campaign Objective

Develop an iPad app that enables quick, rapid access of all information by sales representatives. Make the information visually engaging, and enable content to easily be distributed to customers.

Creative Strategy

iPad App design enables sales reps to pull up any of 400 data slides in 4 clicks or less. Intuitive organization which mimics sales call discussion. Quickly jump back and forth between less detailed and more detailed views of information depending upon customer questions. One-stop-shop Document Library with all important content which can be added to a “shopping cart” and emailed upon check-out. Can be used for sales calls and at tradeshows.

Results

“Our reps cite this app as the most impactful marketing collateral they had for the launch. The basic design has become the ‘gold standard’ for our iPad apps and the design has been leveraged for several new product launches.

“The iPad app has been a critical part of educating customers and generating the enthusiasm needed to get hospital approval quickly to bring in the product for evaluation. As a result, our market share in the 0.035″ category has increased from 16% to >30% in only 9 months since launch. BSC hasn’t had category share this high since ~2005.” – Greg Benz – Peripheral Interventions, Boston Scientific