In the past week, two medtech giants butted heads in an advertising battle for consumers. After Medtronic (Minneapolis, MN) launched its new cardiac resynchronization therapy device, Boston Scientific (Natick, MA) sent advertising materials to physicians touting the benefits of their products. While sales of cardiac rhythm devices have been on the decline, the remaining industry players are staging a fierce battle for the hearts and wallets of consumers.
This week, Medtronic received FDA approval for its Viva cardiac resynchronization therapy device. In the promotional materials for the device, the company noted that the device is more efficient at heart resynchronization in patients suffering from heart failure than Boston Scientific’s products.. The company also noted that the device can continuously adapt and can reduce the need for hospital admissions related to heart failure.
At the same time, Boston Scientific sent its own advertising materials to physicians. In these materials, the company stated that its Incepta cardiac resynchronization therapy device is more durable and longer-lasting than Medtronic’s models when used at a similar power level.
Unsatisfied to leave such statements floating in the air, Medtronic shot back in a statement describing Boston Scientific’s ad as misleading. Medtronic alleged that the ads didn’t reflect how the company’s devices actually work.
As of now, industry analysts state that Medtronic holds an $18 billion market share in the CRT-D market. St. Jude Medical and Boston Scientific are both fighting for the remaining market share. While sales are on the decline, competition in this segment shows no sign of decreasing in the near future.