Medtronic CRDM

Challenge

• Raise awareness of Medtronic leadership and innovation in developing advanced treatments for heart disease patients including:
  • Strong portfolio of innovative products
  • Robust pipeline of next-generation technology
  • Second-to-none R&D/long-term approach to innovation

Solution

• Leverage key FDA and data milestones for Medtronic medical technologies that have the ability to revolutionize the treatment of serious, often life-threatening heart conditions.
  • Spotlight life-saving/life-enhancing role of innovative Medtronic therapies and patient management tools
  • Highlight strong safety and efficacy outcomes to educate healthcare providers and their patients
• Secure compelling patient spokespeople who serve as “faces” of various initiatives by offering their unique perspective on their battle with the heart disease and how specific treatments benefitted them.

Solution Continued

• Generate national and local media coverage highlighting the benefits of Medtronic’s medical technology in treating serious heart conditions.
• Initiate local media tours in target Medtronic markets throughout the U.S., offering local physicians and patients for interviews.

Results

Following are two recent examples of results from an FDA approval and dissemination of pivotal data at a leading medical meeting:

Arctic Front Cardiac CryoAbalation Catheter System FDA Approval:

• Reached an estimated 175 million people with Arctic Front messages to date
• 282 media placements focusing on FDA approval
  • Top-tier media such as Associated Press, Reuters, Bloomberg, HealthDay, Minneapolis Star-Tribune and the St. Paul Pioneer Press issued original feature articles
• 165 media placements to date focusing on local first implant procedures
  • Driven by local hospitals in priority markets across the country
• Solid message penetration in ALL coverage
  • 100% of coverage positive in tone
  • 97% of coverage mentions Arctic Front
  • 89% of coverage mentions STOP AF data ACC Conference Medtronic Sponsored Pivotal Data Presentation

Results Continued

ACC Conference Medtronic Sponsored Pivotal Data Presentation 

• STOP-AF Safety & Efficacy Data presented at the 2010 ACC
  • 150 million media impressions
  • Placements in leading national, business and trade media outlets, including the Associated Press, Bloomberg, Wall Street Journal, Los Angeles Times, FOX News, Cardiology Today and Medical Device Daily.