Terumo Heart, Inc.
Change the conversation
Change the conversation
Drive home the message
Drive home the message
Translate the story for patients
Translate the story for patients
“You are never afraid to challenge my thinking. It is a critical part of a strategic agency, and it’s why I chose StoneArch Creative.”
Mark Bullivant
Vice President, Marketing and International Sales, Terumo Heart, Inc.
Handled with Care
Handled with Care
For patients with end-stage heart failure, a left ventricular assist system (LVAS) does the work that a failing heart would do if it could. The main component is a mechanical pump implanted inside the chest that pumps blood throughout the body. These devices help bridge the gap for patients waiting for a donor heart and give more time to those ineligible for a heart transplant.
Getting on the tray
When Terumo Heart asked StoneArch Creative to help relaunch their DuraHeart LVAS in Europe, we began with a comprehensive communication and competitive audit that identified several challenges. DuraHeart LVAS technology and its larger pump size differed from that of the global market leader, and the perception of both physicians and patients was that smaller was better.
These challenges influenced the decisions of cardiothoracic surgeons and heart failure cardiologists when they selected LVAS devices for their patients’ consideration. In Europe, patients make the final choice between 3-4 devices placed on a tray by their physician. Our initial goal: get DuraHeart on that tray.
Simplifying the story
One of the biggest risks for LVAS patients is internal bleeding, a complication that can occur when red blood cells are damaged as they flow through the mechanical pump. We created a new tagline, “Handled with Care,” that repositioned the DuraHeart LVAS’s blood-friendly design as the solution to this problem. The tagline drives home DuraHeart’s true competitive advantage, and the implied benefit of reduced cell damage is a key decision driver for implanting physicians. Dynamic graphics support the new messaging and helped transform how both internal and external stakeholders view the product.
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