Patients’ ecosystem.

BOSTON SCIENTIFIC

Brief

Create an integrated, direct-to-patient digital ecosystem to introduce Watchman, a game-changing device that replaces medications.

Challenge

33 million people globally and 5 million people in the US suffer from Atrial Fibrillation.

Results

Won 6 awards.
Translating complex medical and technological information into simple, human experiences.
Global scale to 100+ countries.

Human stories that matter.

Using extreme close-ups and slow motion, patients’ personal stories focus on moments in their lives that are affected.

Applying design thinking.

Engaging strategy management through workshops, as well as patient and doctor interviews, to create an experience that appeals to patients’ needs, concerns and aspirations. Helping patients understand complex information in simple, clear, human ways which allows them to make the decision that’s right for them. Minimizing marketing while providing knowledge and tools.

Reframing pain points.

Based on interviews, patients are worried that the procedure is too invasive. A communication app provides the doctor with a platform to explain the condition and procedure during the visit. For the patient, it provides personalized information about their heart condition and how to prepare for the procedure.

Environment activation.

As the first product of its kind, explaining what it does expanded into environment: Cleaning a water stream from debris elevates awareness to the condition and Watchman’s role allowing the blood to flow freely.

Personalized content.

A tailored, unique content strategy for each social media platform based on audience engagement and differentiators. Pinterest: Engaging artists to visually explain what Watchman does. YouTube: Sharing a video of a patient skydiving after the procedure. Facebook: Telling the behind-the-scenes story about how the product was invented and created.