Cardiac Surgery Medical Device Product

PROJECT: Guidant’s cardiac surgery division (now owned by Getinge) needed to name their breakthrough new proximal seal cardiac surgery device.

HEARTSTRING: Tug at your heartstrings.

BRAND POSITIONING: The name needed to be as elemental as the new product, and help the company dominate the market. The assignment was to come up with a name that would achieve common, default usage. The Heartstring device is a coiled string that is used in place of a clamp when making a graft to the aorta during “off-pump” (beating-heart) open heart surgery. Besides being descriptive, Heartstring has a secondary emotional meaning (“tug at heartstrings”), and when the procedure is complete the surgeon literally “tugs on the Heartstring” to uncoil and remove it from the aorta.

The Heartstring device is a coiled string that is used in place of a clamp when making a graft to the aorta during beating-heart open heart surgery. Or, more technically,

The HEARTSTRING Proximal Seal System allows you to achieve clampless hemostasis during CABG proximal anastomoses while suturing with your own hand. It’s an easy-to-use advance in patient care and helps reduce the release of emboli that can potentially have neurocognitive consequences for patients post-surgery.

Besides being descriptive, Heartstring has a secondary emotional meaning (“tug at heartstrings“), and when the procedure is complete the surgeon literally “tugs on the Heartstring” to uncoil and remove it from the aorta.

VISIT: Heartstring