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Against the Odds – Keeping Positive Medtech Stories Visible During the COVID-19 Crisis

by Mearns & Pike for Medtronic

Summary of work

In 2020 only one story dominated the media – COVID-19. And the chance of getting a non-COVID story in the media was very remote. Even those stories that had a COVID angle would be trumped by vaccine hope or concerns, or the next wave of cases.
The world’s leading medtech company was busy working behind the scenes on ventilator and monitoring equipment supplies but also providing medtech solutions to keep people out of hospital and safely monitored during the crisis. We had some very positive stories to tell.
Thanks to close relationships with hospital communications teams, media contacts and crafting inspiring, positive stories (at a time when we all needed some good news) – we were able to keep the positive impact of medtech in the news with 37 national news articles, 6 TV appearances and over 600 regional stories. And build confidence among the general public of the effectiveness of remote monitoring technology available through many of Medtronic’s cardiac and diabetes devices.

To date, the program has successfully generated and leveraged data through newly established channels and partnerships with engaged stakeholders. The program has already successfully influenced clinical practice and policy at global, country and clinic levels via novel insights and targeted, patient-focused solutions. Adherence is gaining the attention it has long needed, and real-world outcomes will improve as a result.

Judges’ comments

Against the Odds is a really strong campaign for a small budget delivering great impact during a challenging news period. The strategy was smart given the topic area and showed how results can be delivered via thinking differently. A really strong effort.