Siemens Electromedical Devices: INFINITY^® Product Launch

Siemens Electromedical Devices, a division of Siemens Medical Systems, Inc., markets patient monitoring, life support, anesthesia and electrocardiography products.

To promote a cardiac monitoring system (the INFINITY^® system) with proven capabilities in reducing errors to two diverse audiences, both of whom could influence the purchase of such a system within a hospital.

Because its two principal audiences use the product quite differently, marketing promotional materials, including print advertising and direct mail, were created to address both the nurse’s concern (productivity) and the cardiologist’s concern (accuracy). PCG also produced several white papers on the subject and an operations manual for the cardiac monitoring workstation and associated patient “pods”.

Siemens was able to successfully introduce the INFINITY cardiac workstation into hospitals throughout the US and Europe.