Boston Scientific

This publicly-owned medical device company wanted to augment sales but was unable to advertise due to strict regulations.

• Identified University of Toronto professor and researcher to be the ‘voice’ of emerging medical technology (replacing the need for Boston Scientific to be a spokesperson). Both the researcher and a team of doctors from across the country were media trained to be strong spokespersons and advocates

• Designed strategic media relations campaign to educate and raise awareness of a minimally invasive alternative treatment for fibroids, the cause of one third of all hysterectomies. Profiled women across the country and their medical experiences having received, or having been denied, the new technological solution

• Produced educational video on a new way of treating aneurysms for neurosurgeons based on the expertise coming out of the John Radcliffe Hospital in Oxford, England. Video was distributed to neurosurgeons across North America

• Educated government regarding the cost-saving benefits of minimally invasive procedures with the purpose of having them influence hospital allocation of funds for minimally invasive technology and integrate new billing codes for interventional radiologists

• PR strategy showcased for Boston Scientific worldwide

• Campaigns were developed over a four-year period to educate and raise awareness of minimally invasive treatments in the areas of cardiology (drug-eluting stents) and neurology (brain aneurysms), gynecology (uterine fibroids) and single-use medical devices.

• Lobby efforts resulted in helping secure multi-million dollars in funding to Ontario Hospitals to purchase drug eluding stents.

• Identified and recruited a non-partisan committee of champions to take on the cause in government including the two opposition health critics who spoke about the issue from the legislature floor

• Direct awareness was created among the medical community on minimally-invasive techniques proving its safety for patients and showing it to be more cost effective to the hospitals

• Generated significant patient demand for the procedure, fielding calls from patients from across the country inquiring about the medical procedure through widespread media coverage in more than 50 outlets. These included: Toronto Star (number of stories including a full-colour article on the front page of health section), The Globe & Mail, La Presse, Medical Post, CBC National News, CTV News, Global TV News, London Free Press, Halifax Chronicle Herald, Montreal Gazette, Vancouver Province, Saskatoon Star Phoenix, Nova Scotia Daily News, The Vancouver Sun, Hamilton Spectator, Winnipeg Free Press, National Post, TVOntario, CityTV, Times Colonist, Hospital News, etc.