Friday, March 02, 2007

Boston Scientific Joins the DTC Fray

Like Medtronic, it seems Boston Scientific Corporation has their own version of direct-to-consumer (DTC) advertising going on: now it's Formula One racing as a venue to sell neural stimulators. Will it ever end?
"Chronic pain costs society more than $100 billion annually and is the leading cause of adult disability in the U.S.," said Michael Onuscheck, President of Boston Scientific's Pain Management Business. "While all physicians treat pain, few specialize in pain management. The Race Against Pain campaign will help raise awareness for the under-recognized medical discipline of pain management and help guide chronic pain sufferers to possible solutions."
Most doctors I know don't attend Formula One races, only corporate monkey-monks. And tell me, what's the return on investment for such advertising in the Formula One venue when implanting doctors rarely attend such events?

Now that's a pain.

And it looks like it's chronic alright.


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