Case | HBS Case Collection | September 2008 (Revised June 2011)

Examining the Adoption of Drug-Eluting Stents

by Elie Ofek

Abstract

Marketers are often tasked with exploring the factors that impact the long-run adoption of a new product or technology. The new product under consideration here is the drug-eluting stent: a device which props open a clogged artery to the heart and then releases medication that reduces the risk of artery re-blockage. In light of recent medical and competitive trends in the market, the case prompts students to examine the future adoption of drug-eluting stents as well as to consider the potential marketing actions to be taken by Medtronic for ENDEAVOR-a newly approved stent that will hit the market in 2008.

Keywords: Forecasting and Prediction; Marketing Strategy; Product Positioning; Consumer Behavior; Adoption; Medical Devices and Supplies Industry;

Citation:

Ofek, Elie. "Examining the Adoption of Drug-Eluting Stents." Harvard Business School Case 509-028, September 2008. (Revised June 2011.)