Boston Scientific strengthens Comm team with new leader
is reporting that medical equipment manufacturer Boston Scientific Corp. has appointed Denise Kaigler has its new senior vice president of corporate communications.
Most recently, she served at Red Sox hero Curt Schilling’s gaming company 38 Studios as chief marketing officer, after spending two years at Nintendo of America as VP of corporate affairs and 16 years with Reebok as a marketing executive.
She told us that it’s incredibly exciting to join the Natick, Mass.-based medical device giant since she’ll now be a part of a team that is passionate about saving and enhancing lives.
“My responsibilities are widespread – they include external and internal communications, corporate branding and media relations, as well as the Boston Scientific Foundation and trade shows and events
,” our source added. “The medical device industry is a complex and ever evolving industry and staying on top of that evolution is critical
, especially for my team. I'm also spending a lot of time meeting people in our different offices.”
Only in about her sixth week on the job, Kaigler
isn’t at a point yet where she’s willing to discuss her specific goals for strengthening Boston Scientific’s communications team, but she did say that in the short-term she wants to put the wheels in motion to grow the company’s global communications footprint.
“We are a global company,” she stated. “That makes it important to protect and strengthen the reputation and image of the company around the world. My professional background includes extensive travel abroad, including China, India, Korea, Vietnam, Japan, Indonesia and countries throughout Europe. I will rely heavily on that experience as I take on this opportunity at Boston Scientific.”
While communications and marketing are separate at Boston Scientific, the two departments work close together to achieve the company’s vision and common goals and objectives.
“Corporation communications will work closely with those involved in the marketing areas,” Kaigler acknowledged. “Our divisions have their own marketing departments for their various product lines, and my goal is to create a collaborative team of business professionals across the company who can work together to ensure that our important messages get out.”
Kaigler is still new to Boston Scientific but she already sees many opportunities where it can expand its reach, while increasing visibility and awareness beyond its current mix of traditional, social and new media.
However, this can be a challenge given the tight regulation over the medical industry, but the manufacturer recognizes that there are ways to do it creatively and without getting into trouble, she acknowledged.
In addition to PR agency of record Boston-based PJA
, Kaigler said she may be open to working with additional agencies, though it’s premature to say for certain since she is so new to the company.
According to The List, Boston Scientific also contracts the following firms:
Nielsen reported that Boston Scientific allocated $55,000 towards measured media in 2010. About $22,000 was spent on B-to-B initiatives, about $18,000 was spent on local magazine ads and about $6,300 was spent on outdoor ads.
Boston Scientific Corporation
One Boston Scientific Place
Natick, MA 01760
Senior Vice President, Corporate Communications
Marketing Communications Director
Ms. Jackie LaFuente
Director, Corporate Communications