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    Our primary audience was electrophysiologists—the physicians who implant ICDs and CRT-Ds. These customers tended to be familiar with Boston Scientific but viewed its products as third-tier, after competitors Medtronic and St. Jude. They are concerned about their patients, but also about practice efficiency, ease of implant and procedure time. They appreciate data and want to see how it relates to results. We were tasked with developing a sales tool that would deliver information quickly, while entertaining and piquing their interest. Our secondary audience was the sales reps themselves, who use such tools for their own education.

    Delivery of Work

    We chose to develop an app that would hold and catalog reams of content, deliver messages in a clear and helpful way, use the unique functionality of the iPad to demonstrate the products’ features, and allow reps to engage with physicians electronically through a myriad of different information paths. In this, we adhered to best practices, using highly-interactive features as they were appropriate to the message. For instance, we used a swipe to “explode” the device and show its sophisticated internal workings.

    The Results

    The final result was a robust sales tool that included topline information and graphic stories, deep content, and long, complex studies that could be emailed to physicians with the tap of a finger. The Progeny iPad app had it all.



    • Copywriters

      • Ann Bauer
    • Creative Directors

      • Ann Bauer
      • Jeff Berg
    • Graphic Designers

      • Chris Henslin