Publications
Publications
- June 1999 (Revised May 2001)
- HBS Case Collection
CardioThoracic Systems
Abstract
CardioThoracic Systems, a company that has developed a new system for performing heart surgery on a beating heart, is facing marketing challenges. Discusses the numerous reasons for the system's low penetration (including existing techniques, surgeon resistance, and a challenging reimbursement environment) and asks for recommendations in developing a new sales and marketing strategy.
Keywords
Problems and Challenges; Technological Innovation; Situation or Environment; Marketing Strategy; Sales; Health Care and Treatment; Technology Industry; Health Industry; Medical Devices and Supplies Industry; United States
Citation
Roberts, Michael J., and Diana S. Gardner. "CardioThoracic Systems." Harvard Business School Case 899-281, June 1999. (Revised May 2001.)