Medical Devices: Building A Beltway Brand

WASHINGTON, D.C. - It's branding time for AdvaMed. The trade group, standard bearer for U.S. makers of medical devices and equipment, will soon roll out a print, outdoor and online campaign aimed at the wonk set here in Washington. The message? Their devices deliver good bang for the buck.

"We're developing 25 patient case studies around medical technologies that have improved life and also have demonstrable savings associated with them," says Stephen Ubl, AdvaMed's chief executive.

One of the first profiles will be Michael Deaver, former communications adviser to Ronald Reagan and present owner of two artificial knees. "[Deaver] is going to talk about what those knees have meant to his everyday life," Ubl says.

Full story at Forbes.com