What they were up against.
St. Jude Medical is one of the world’s foremost medical device companies. Growing rapidly through acquisition, they quickly expanded well beyond their core pacemaker and heart valve business. With a robust product pipeline, the brand was poised to assume a leadership role in overcoming major disease states such as hypertension, chronic pain and heart failure. Simultaneously, they were experiencing a shift in key decision makers. Where surgeons once had nearly sole control over device selection, healthcare system CFOs and purchasing directors now had increasing influence.
What we did to help.
Yamamoto gathered global perspectives with St. Jude Medical business leaders, physicians and financial decision makers. We reviewed research across four global business lines and competitive communications, gathering insights to leverage. The result was a refinement of the Mission, Vision and Values statements for the business and the development and testing of new alternative value propositions. We then created multiple concepts to bring it all to life. We introduced the new messaging of “Purposeful Innovation” that established a strong, differentiating foundation, and we fielded quantitative research to update baseline perceptions prior to brand relaunch.
Work we did:
- Brand Strategy
- Tagline
- Messaging
- Creative
- Collateral System
What happened next.
The positioning became the underpinning for all internal and external communications. The company saw a 3.6% increase in sales over the previous year, exceeding industry analyst projections. During the same time period, shares of St. Jude Medical rose 2%, which was the biggest upward move among Minnesota large-cap stocks. In January of 2017 St. Jude Medical was acquired by Abbott Laboratories for $25 billion.