Brand Development
Research-driven creative to launch a cutting-edge therapy direct to consumers.
Objective
Boston Scientific wanted to identify the best methods and drivers to reach atrial fibrillation patients in order to drive patient interest in the Watchman device.
Fusion Hill sought to understand:
- The patient journey
- Drivers and barriers in selecting a device over standard drug options
- How patients learn about and consume media related to atrial fibrillation
Methodology
In Boston, Minneapolis, and Houston, we conducted 14 ethnographies and 2 focus groups with patients. We also spoke with 10 doctors and 3 nurses via nationwide calls. All participants completed pre-work and journaling.
Next, we conducted a half-day co-creation session with patients and the client to identify key visuals and messages to leverage in creative. Based on the results, our team created mood boards to explore and leverage the various themes. We then created three distinct patient campaign concepts and tested them in focus groups.
Outcome
The WATCHMAN device was launched directly to consumers using the research and creative developed by Fusion Hill. Today, WATCHMAN has been implanted in over 100,000 patients and generates nearly $1 billion in annual sales. Learn more here.