BOSTON PJA positions Boston Scientific as a leader in medical innovation in a print and online campaign that breaks this week and runs through the rest of the year.
The first ad in the series uses the headline "Someday, innovation will spread faster than disease," and includes the image of a school-age boy playing soccer. Copy begins, "When you invest more than $1 billion a year in new technologies, someday could be any day now." The tagline is "Delivering what's next."
"Boston Scientific is one of the world's leading life sciences companies," said Paul Donovan, client svp of corporate communications. "This campaign communicates our passion for innovation and our vision of possibiliies—to improve the quality of medical care and help clinicians improve patients lives."
The media buy includes The Boston Globe, as well as publications such as The New England Journal of Medicine and Scientific American.
The company spent $700,000 on paid media last year, but has spent almost that much already through the first half of 2005, per Nielsen Monitor-Plus.
PJA in Cambridge, Mass., an independent agency, specializes in high-tech and medical clients. Other assignments include Akamai, IBM Healthcare, InnoCentive and Progress Software.
—Adweek staff report