The US-based company is using Countrywide Porter Novelli to co-ordinate the campaign, timed to coincide with the upcoming publication of fresh data on the products’ efficacy.
The products are part of the cardiac re-synchronisation therapy (CRT) treatment regimen for selected patients with heart-failure induced conduction disturbances and ventricular dysnchrony. It is delivered by a small device implanted under the skin in the shoulder area.
Contak Renewal TR2 devices use electrical stimulation to synchronise the contractions of the right and left ventricles of the heart, which pump blood around the body.
Contak Renewal TR4 has a defibrillation function, which sends an electrical shock to the heart to stop dangerously rapid rhythms that can result in sudden cardiac death.
CPN UK healthcare director Jo Fensome said Guidant wanted to boost awareness of itself as a company and its products. The UK has more than 600,000 heart-failure sufferers although just a small proportion could benefit from CRT.
Guidant hired CPN’s Omnicom sister brand FischerHealth for US PR last October.