Cardiac Science Corporation

Cardiac Science Corporation (Nasdaq: CSCX) is a global leader in developing, manufacturing and marketing diagnostic and therapeutic cardiology products and services. The company represents the strategic merger of Quinton Cardiology Systems, Inc. and Cardiac Science, Inc.

• SITUATION
• In February 2005, Quinton Cardiology Systems announced the signing of a definitive merger agreement with Cardiac Science, Inc., a dominant player in the automated external defibrillator (AED) market.


• Anticipating final shareholder approval in August 2005, Quinton Cardiology Systems sought increased visibility and positive awareness of the merger’s strategic benefits among key stakeholders.


• An effective communications strategy would require marketing a completely new brand identity for Cardiac Science, Corp. while preserving the positive characteristics associated with each respective company’s existing brands.

• SOLUTION
• The Fearey Group developed and implemented a comprehensive, integrated communications program designed to generate positive awareness and build sales momentum for the newly formed company.


• Compelling key messages were developed and incorporated throughout newly created communications materials. A press kit cover featured the tagline, “Three Trusted Brands, One New Company: CSCX.”


• By positioning Cardiac Science Corp. in the broader context of industry-wide trends that save millions of lives every year, The Fearey Group also capitalized on the media’s increasing interest in the life-saving AED industry.

• RESULTS
• An aggressive media outreach campaign garnered extensive local, industry and national media exposure highlighting the new company’s enhanced prospects for growth and innovation.


• Positive coverage featured key message playback in more than 25 media outlets including Forbes.com, Seattle Times, Seattle Post-Intelligencer, MX Magazine and KOMO Radio.


• The favorable buzz and heightened awareness generated for Cardiac Science Corp. helped strengthen the company’s nascent brand identity among key business and industry audiences.