news & notes

November 27, 2012

airt rolls out comprehensive European marketing launch for BioVentrix and new surgical device

Cardiac Care Company Revamps Brand Image; Renames Surgical Product and Procedure; Unveils New Marketing Program at EACTS 2012

San Rafael, Calif. — The airt group marketing design firm has launched a new brand communication campaign for its client BioVentrix, located in San Ramon, Calif. The marketing strategy, branding and communication program were in support of the company's recent European product launch, which occurred at the Annual Meeting of the European Association for Cardio-Thoracic Surgeons (EACTS) in Barcelona, Spain, Oct. 27-31.

These meeting dates coincided with the recent CE Mark approval BioVentrix received for its innovative heart surgery device, the Revivent™ Myocardial Anchoring System, which faciliates a new surgical procedure called Less Invasive Ventricular Enhancement™ (LIVE™).

The new campaign aims to expand market and media presence for BioVentrix, a company in the start-up phase. Since the company's products require cardiologists and cardio-thoracic surgeons to understand a novel surgical procedure of which they are unaware, the marketing program also needed a strong educational bent.

For these reasons, airt helped BioVentrix to develop a marketing strategy that hinged on creating memorable imagery, highroad brand elements and a clear, cohesive story. The new BioVentrix branding emphasizes a dynamic logo comprised of overlapping, multicolored rings that form an abstract heart. Another key campaign element is a dramatic conceptual illustration depicting a diseased heart being transformed to its more optimal shape and size as it emerges from a colorful array of mesh vortices.

The airt team subsequently extended these core elements to company identity designs, product literature, digital multimedia and presentations, convention display designs and a new website (www.bioventrix.com) that features:

  • An improved user experience along with high-quality graphics, photos and slideshows that depict the company's surgical products.
  • Helpful information for patients, and their families and caregivers, regarding chronic heart disease and its causes and treatment.
  • Physician-focused descriptions and images of the Revivent System and LIVE procedure for which it is intended.

The campaign received praise from cardiac-care professionals and the medical industry as a whole and was regarded at the EACTS Annual Meeting as presenting a technologically advanced, progressive image for newcomer BioVentrix.

About BioVentrix

BioVentrix is a privately held medical device company headquartered in San Ramon, Calif. U.S.A. Its mission is to improve and expand on the treatment of heart failure, primarily through the development of less invasive, catheter-based approaches. The company's proprietary systems are designed to offer a less invasive, accelerated recovery treatment that improves cardiac function by restoring the geometry and resulting function of the left ventricle, thereby improving a patient's quality of life. The company's clinical investigators include some of the world's leading surgeons and cardiologists. The BioVentrix Reviventâ„¢™Myocardial Anchoring System for Less Invasive Ventricular Enhancement™ (LIVE™) received CE Mark approval in October 2012. For more information, please visit bioventrix.com.

airt group

Located in San Rafael, Calif., airt helps small-to-medium sized enterprises grow their customer and business equities through evidence-based marketing design. In so doing, marketing and design decisions are guided by real-world evidence, data and outcomes, not by intuition and anecdote. airt's tech-savvy creative process produces channel-neutral marketing designs that are suited for use on the Internet or in print, broadcast or new media, ultimately maximizing the value of client marketing assets.

©2012. airt group. san rafael, ca. all rights reserved.