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REGAINING LOST MARKET SHARE
Intermedics needed to build awareness of its smaller, lighter Cosmos II pacemaker beyond the early adopters of the product. An advertising campaign was developed to support the direct mail series sent to current users of Cosmos.
The product positioning was simplified to increase sales among implanting cardiologists who are not pacemaker specialists. The campaign repositions the pacemaker from sophisticated and complex to easy and automatic by playfully using the term Can, the name physicians use for the titanium portion of the device.
This advertising and direct response campaign helped Intermedics regain its market share and ranking as the second largest pacemaker company. Intermedics, owned by Sulzer Medica, was subsequently acquired by Guidant.
