Archive for December, 2007
A Heart Stent Maker Decides the Way to the Patient Is Through the Patient
Original post: New York Times
FOOTBALL fans who tuned in to watch the Dallas Cowboys crush the New York Jets on Thanksgiving Day saw at least one novel play: the first attempt by a medical device maker to market a heart stent directly to consumers.
Those who missed it will have more than 175 opportunities to see the 60-second spot, titled ?¬¢‚Äö?ᬮ??¨Life Wide Open,?¬¢‚Äö?ᬮ¬¨?? during other games and on cable news programs before the end of the year, according to Carol Goodrich, a spokeswoman for the Cordis Corporation, the Johnson & Johnson subsidiary behind the campaign.
The campaign also includes print advertising in national newspapers and magazines and a separate effort to promote the stent, the Cypher, to doctors in professional journals. Cordis has also set up a Web site, www.cypherusa.com, as an online marketing destination and information clearinghouse for patients and doctors.
