INNOVATION CENTER
Challenges
The Innovation Center thrived on in-person visits where Sales Representatives would bring Health Care Professionals on campus to learn about products, this halted at the beginning of the Covid-19 pandemic. This lack of in-person traffic caused a huge communication gap between Boston Scientific sales representatives and the Innovation Center team.
The Innovation Center’s main locations, Maple Grove and Arden Hills moved their visits virtually to ensure business continued, but without in-person visitation many sales representatives were unaware of the opportunity.
Customers had limited awareness of the Innovation Center's opportunities unless communicated word of mouth from sales representatives or other customers.
GOAL
Update an internal and external brand presence for a  key Boston Scientific resource empowering the internal sales team to use the Innovation Center’s virtual and in-person opportunities and allow for customer discovery.
PLAN
IMPLEMENT & EXECUTE A COMMUNICATION STRATEGY
To communicate Innovation Center’s offerings to sales representatives, we implemented three major tactics.
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Create a promotional video about the Innovation Center’s new virtual platform by teaming up with an external agency, Catchfire.
Create a three-month email campaign promoting Maple Grove and Arden Hill’s Innovation Center customer opportunties to sales representatives across numerous selling teams.
Establish an Innovation Center community SharePoint site on Boston Scientific’s internal website to be used by Sales Representatives, Discussion Leaders and Meeting Planners for resources.
ESTABLISH THE INNOVATION CENTER ONLINE
To enhance online visibility, we started from scratch showcasing the Center's space and creating their first digital footprint on bostonscientific.com
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Update Arden Hills presence online for virtual customer experiences. Our team collaborated with an outside vendor, Gamut1 Studios to photograph the Innovation Center space and create a virtual manufacturing video to refresh their online persona.
When I first joined the Innovation Center team, I questioned why they didn’t have any presence online on BostonScientific.com. While expanding their presence externally was not in the team’s initial plan, I pushed for it to to establish themselves online alongside other key BSC customer resources.
