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Research Outline

Prepared for Ryan G. | Delivered March 6, 2020

Boston Scientific

Goals

To understand the marketing strategies of Boston Scientific, including the agency that is running their media, their marketing budget, a list of the divisions within the company, and the products they are running media against.

Early Findings

  •  Publicus is the marketing agency responsible for Boston Scientific marketing campaigns in Europe, the United States, and Latin America.
  • The agency developed several campaigns for the company's CRT (Cardiac Resynchronization Therapy) product catalog, including "internal communication and email marketing campaigns, as well as web development and materials for events and congresses."
  • Since 2013, Publicus has been working with the Miami and Mexico City marketing teams, launching "several campaigns, targeting the companies different targets, as well as branding developments and corporate promotional materials."
  • Boston Scientific created numerous STEM campaigns. In September 2017, the company launched their #STEMtember campaign, aiming to "fuel the next generation of life science professionals by encouraging and equipping students to achieve in STEM careers. To achieve this, they’ve created employee STEM teams around the globe who volunteer their time by mentoring, hosting events, and helping make STEM fun and accessible for students of all ages and backgrounds."
  • About 9.31% of the company website traffic is from referrals. The top referring websites are SuccessFactors, Glassdoor, and Indeed.
  • Up to 55.68% of the website traffic is from search: 98.83% of the searches are organic, while 1.17% are paid. The top paid keywords are heart disease, sicd recovery time, and angiojet catheter.
  • Nearly 7.11% of website traffic is from social media platforms, with Linkedin accounting for 95.62%.
  • Lastly, 0.12% of traffic is from displaying ads, with Google Display Network representing the main network delivering the ads.