Sorin Group S5 Heart-Lung Machine Product Launch

~ Sorin Group (now LivaNova) planned to launch its new heart-lung machine (HLM) in the U.S. and expand worldwide.
A positioning exercise yielded the following: “With the most advanced feature set on the market, the S5 HLM effectively leapfrogged the competition.”
~ The comprehensive multi-channel campaign’s primary icon became an adorable South American tree frog.
~ Within just eight weeks of the launch, the S5 had been adopted by prestigious U.S. hospitals.
~ By the end of the first year, Sorin Group’s worldwide HLM market share climbed from 33% to 50%, which in turn, drove demand for the company’s peripheral equipment and disposables.