boston—Lehman Millet's latest work for a sophisticated testing device from Cambridge Heart likens one's risk of sudden cardiac death to a potentially lethal snake bite.
A print execution shows the head of a snake with its fangs bared. Two small boxes inside the snake's mouth are labeled "deadly" and "harmless." The headline asks: "How real is your patient's risk of sudden cardiac death?" Copy continues: "The stakes are simply too high to accept not knowing. And you shouldn't have to. The Heartwave System measures Microvolt T-Wave Alternans and has been demonstrated to rule out sudden cardiac death—with 98 percent certainty. It is a simple, stand-alone test. Right there in your office."
Bedford, Mass.-based Cambridge Heart's test measures the subtle fluctuations in the human heartbeat. The results can be used to identify which patients are at risk for sudden cardiac arrest, a leading cause of death in the U.S.
The client's initial strategy was to directly inform its target audience of clinical cardiologists about the test, according to Alexis Vercollone, marketing communications manager at Cambridge Heart.
The print execution, which is scheduled to appear in the coming weeks in the pages of Cath Lab Digest, Today in Cardiology and the Journal of the American College of Cardiology, will run through December. The advertising effort is supported by direct mail and collateral material.
Spending for the campaign is expected to be in the mid-six-figure range.
Deborah Lotterman, creative director at the Boston agency, oversaw the work of art director Steve Thompson and copywriter Paul Sanberg on the campaign.