Boston Scientific Corporation (BSC) is a global leader in medical devices, with 48,000 employees worldwide and an annual patient reach exceeding 37 million.
In 2023, now into our third decade as BSC’s creative partner, we were invited to support the hero launch of X-Tack™— a unique, high-precision suturing solution acquired in 2022. This campaign was more than a product launch; it was designed to position BSC’s endoscopy portfolio as a trusted, solutions-based platform for closure innovation.
The campaign was aimed primarily at endoscopy healthcare professionals (HCPs) across the UK and EMEA — from interventional and senior practitioners to healthcare directors and procurement specialists.Internal stakeholders also played a crucial role. Beyond informing and inspiring HCPs, the campaign needed to engage employees within BSC’s Endoscopy division, instilling pride and reinforcing their role in bringing innovation to market.
BSC wanted to position itself not just as a manufacturer of devices, but as a partner enabling mastery in closure. The campaign needed to go beyond features and functionality, appealing to HCPs’ sense of skill, pride, and professional achievement.
This required creative that could inspire emotional connection, unify multiple internal and external audiences, and lay the foundation for future product launches within the closure portfolio.
We collaborated with BSC’s senior stakeholders, HCP focus groups, and employee teams to ensure the campaign was grounded in authentic insight. Our role was to transform this input into a unifying creative platform that was bold, differentiated, and sustainable.
The proposition we developed —“Closure is a piece of art”— became the central thread. It reflected the precision, skill, and pride at the heart
of surgical closure, while offering the creative flexibility to extend across the full closure portfolio.
From this idea we created:
- A core message house to ensure consistency across all channels.
- A full suite of creative assets spanning video, social media,
digital, web, and events.
- Supporting copy and headlines
to connect emotionally and strategically with both HCPs
and employees.
The X-Tack™ campaign went on to become one of the most successful marketing communications campaigns. In its first week alone, the social media programme exceeded expectations, achieving:
- 14,000+ impressions
- 360+ likes and engagements
More importantly, it created a strong emotional and professional connection with HCPs while energising BSC’s internal teams.
The success of this campaign paved the way for future closure product launches, each building on the creative and strategic platform we established. It reinforced BSC’s position as a partner of choice for innovation in endoscopy — and exemplified how insight-led creativity can fuel growth and deliver lasting value.
