It takes a skilled writer to put a human face on a catheter!
This brochure was part of a much larger initiative to rebrand Boston Scientific's collection of instruments designed to, in layman's terms, remove blood clots that can block the flow of blood through the body and can lead serious consequences including heart attack, organ failure, and even death. The campaign also included sell sheets, rep training materials, and journal ads.
Here's the thing: even if you're writing B2B and your target is engineers or physicians, they're human beings, too. I recognize that there is a time and a place for fact sheets that are nothing more than a product shot and some stats, but we felt it was appropriate to use an approach that emphasized the more human story. Combined with visuals that pop off the page and a clean layout that makes for easy assimilation of key points, these pieces were a success, for both Boston Scientific -- and my creative team who had pushed the company to go beyond its comfort zone and try something new.
Below is one sample spread. You can also see the brochure in its entirety.