Boston Scientific Drawing Consumers with TV Ads

Boston Scientific launched a marketing initiative this spring designed to reach potential patients for a stroke prevention device – TV ads, which ran in Tampa, Detroit, San Diego and Phoenix, the first of their kind in the company’s 38-year history. The Boston Globe first reported on the effort, which is notable because devicemakers, unlike drug companies, do not often run direct-to-consumer television ads.

The ad was for the Watchman, a device targeting patients with atrial fibrillation who are susceptible to blood clots. The device seals the left atrial appendage, where 90% of stroke-causing clots that come from the heart are formed, so clots can’t migrate. Watchman is being positioned as an alternative to warfarin or other blood thinners, which are associated with bleeding risk. The company’s chief medical officer, Ian Meredith, describes the commercial as presenting an alternative for patients who can’t take anti-coagulants or are struggling with their side effects, adding, “And a lot of primary care doctors don’t realize this option’s available.” Further, the Watchman is a highly differentiated device – it’s the only product of its kind on the market in the United States and the fastest-growing of all of the company’s products – which means that increased education and awareness can support the company’s position in a more competitive market for hospital sales.

The company says they are reviewing the ad’s performance in their initial markets before deciding whether to roll it out to other geographies.