Boston Scientific Rewrites the B2B Buying Experience
See how AI-driven product discovery turned search frustrations into streamlined buying, improved sales efficiency, and delivered double-digit revenue gains.
Boston Scientific is a $17 B global medical technology leader that designs, manufactures, and markets innovative devices across cardiology, endoscopy, urology, and more. Dedicated to transforming lives with innovative, minimally invasive medical solutions, the company champions meaningful innovation, high performance, and global collaboration to improve outcomes and help patients experience more moments that matter.
Facing outdated buying experiences, Boston Scientific overhauled its digital foundation to move beyond manual, analog ordering. But the real breakthrough came when they tackled search and product discovery. That shift made B2B buying effortless, field sales more efficient, and revenue impact measurable.
“Our goal was simple: make it easier to do business with us,” said Deirdre Peters, Head of Digital Experience at Boston Scientific.
But getting there took four years — from a paper catalog and handwritten updates to a full ecommerce platform. The team built a PIM, launched self-service, and reimagined product discovery. What started as digitizing orders became a total rewrite of the B2B buyer experience.
Despite a successful ecommerce launch, one issue kept surfacing in customer feedback: “I can’t find what I need.” Most users aren’t physicians or technical experts — they are buyers, nurses, or admin staff without clinical vocabulary. Search often surfaced too many or irrelevant results, forcing users to turn back to reps for help. With no personalization and limited team capacity, the experience couldn’t scale.
“Search was the bottleneck,” said Deirdre. “Fixing it was the fastest path to better CX and real ROI.” That urgency fueled the business case — and the decision to partner with Coveo.
Coveo AI-search has reshaped how buyers interact with Boston Scientific. Instead of combing through PDFs or calling support, customers can now self-serve with speed and confidence — searching once and finding exactly what they need.
This ease of use has driven meaningful gains in customer satisfaction and conversion including a 15% increase in customer retention, proving that when search works, everyone benefits.
Coveo AI in action: dynamic facets, product preview, relevance ranking suggestions, availability, search suggestions, and much more.
For Boston Scientific’s 5,000+ reps, search has become more than a tool, it’s a major time-saver. With so many reps managing hundreds of accounts each, every support call avoided frees them up for strategic selling.
“One rep told us he forgot his employee number,” said Deirdre Peters, “because he no longer had to call sales support daily.” With fewer back-and-forth and routine requests, reps can focus on building stronger relationships and high value conversations rather than chasing order confirmations.
The results reinforce how intelligent search can have a tangible impact on both customer experience and business growth. “We launched with Coveo less than a year ago, and the results have been incredible,” notes Deirdre.
“Search usage is up, conversions are climbing, and reps are finally free to focus on what really matters. It’s not just the tech that stands out — it’s the team. Coveo’s people are phenomenal partners.”
