Guidant Europe: Cardiac Resynchronization Therapy

This case describes a breakthrough technology for the treatment of heart failure introduced into the European market in 2002 by Guidant Europe NV/SA. The focus of this case is on describing the technical aspects of heart failure and Guidant’s cardiac resynchronization therapy. Additionally, information is presented on Guidant’s strategy to open a new therapeutic market for this technology, which includes cultivating a new group of physician customers.

This case exposes students to the dynamics of introducing a breakthrough technology into a mature and stable industry. Specific attention is paid to estimating the potential market, evaluating technological efficacy and the adoption of direct-to-physician marketing practices by a device company, to change physician practice patterns. The role of physician education and technical skill in the diffusion of new durable medical technologies is also addressed.