Which medical device company dramatically increased market share by repositioning its brand from 'Advanced Technology' to 'Patient Recovery Speed' in 2014, changing how the entire industry marketed similar products?

In the competitive medical device industry, brand positioning can make or break a company's success. One particular repositioning strategy stands out as a case study taught in business schools worldwide. Test your knowledge about this famous pivot that transformed a struggling medical device into a market leader by focusing on patient outcomes rather than technical specifications.

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Medtronic with its MiniMed insulin pumps
Boston Scientific with its cardiac stents
Stryker with its orthopedic implants
Intuitive Surgical with its da Vinci system