A lead assembly for placement in a coronary vessel of the heart, the coronary vessel having a pericardial wall portion and a myocardial wall portion. The lead assembly comprises a lead body extending from a proximal end adapted for coupling to a pulse generator to a distal end adapted for implantation in the heart, an electrode positioned at the distal end of the lead body, and a loop biasing feature located at the distal end of the lead body. The loop biasing feature includes a resilient loop positioned to bias a portion of the electrode towards the myocardial wall portion of the coronary vessel by exerting a force against the pericardial wall portion. The loop biasing feature further includes a collar for coupling the loop biasing feature to the lead body. A method of implanting the lead assembly.