How do we evolve our brand so customers choose our products based on their lifestyle?
As part of one of the world’s largest medical device companies, Medtronic Diabetes wanted to re-engage with its customers in a new way. They asked how we could increase their brand resonance with patients and care givers, and evolve customer relationships from choosing products based on clinical relevance to choosing Medtronic’s brand because it fit with their lifestyle.
We evaluated the drivers for Medtronic Diabetes’ customer choices, evaluated competing brands, and developed a big tent communications concept that appealed to the aspirational aspects of its brand: Life Your Exceptional Life, which was adopted across Medtronic.
The Live Your Exceptional Life concept was dynamized with dramatic photojournalism-style personal portraits of patients living life on their terms. This new visual identity worked in conjunction with the verbal identity to emphasize how Medtronic delivers “Further, Together.”
With new brand guidelines and a new communication architecture in place mapping to the lifestyles of patients and their caregivers, we helped Medtronic re-engage with is customers in a new way, and rebrand and reposition itself as a leading patient advocate.
We created a new patient-centric integrated marketing campaign for Medtronic Diabetes that helped engage its customers.
65% more visitor time on its website
20% more pre-qualified marketing leads
48% more website click-throughs
We helped Medtronic rebrand and reposition itself as a leading patient advocate by creating:
• 3 – 5 year market strategy
• Big tent communications concept
• Communication architecture
• Audience messaging
• Creative, copy and design
• Integrated all-media communications campaign