Case Studies

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Challenge ~ ABIOMED is a pioneer in the field of cardiac assist and cardiac replacement devices and is the only company to engage in both the production and successful, human implant of an artificial heart. RainCastle has enjoyed a successful 4-year relationship with ABIOMED. ABIOMED tapped RainCastle for 4 different assignments; the launch of the AB5000, their new cardiac-assist device, product and corporate advertisements, a new corporate web site and the 2004 annual report. RainCastle's challenge was to rapidly ascertain the vision of new CEO, Michael Minogue, and develop a broad array of communications that provide a cohesive picture of the company.

Solution ~ RainCastle identified that the common thread needing to run through all communications was the transition of ABIOMED from an engineering-driven to a market-driven company. RainCastle implemented the evolving corporate strategy by focusing messaging and design less on the science and invention story and more on business opportunity. Through the integration of doctor-patient and product photographs, direct headlines, graphical displays, and a greater degree of white space, RainCastle successfully brought the ABIOMED brand in line with the CEO's vision.

Results ~ RainCastle helped ABIOMED achieve a successful launch of the AB 5000 product line, which along with its predecessor, the BVS 5000, account for the majority of ABIOMED's revenues. Raincastle's work aided ABIOMED by positioning them as a leader in the Cardiac Assist as well as cardiac replacement marketplace. Additionally, the successful launch of the corporate web site solidified ABIOMED's place in the industry and has become the springboard for ABIOMED to continue to expand its cardiac franchise.