Excellence in Ongoing Brand, Portfolio or Business Unit Management

Summary of work

Medtronic Deep Brain Stimulation (DBS) is a surgical treatment involving implanting a neurostimulator (a medical device) to stimulate a specific part of the brain for specific desired results. DBS in select brain regions has provided therapeutic benefits for otherwise treatment-resistant movement and affective disorders such as chronic pain, Parkinson’s disease, tremor and dystonia. Like most brain surgery procedures, DBS is not cheap and is also a surgery that most patients and their consulting physicians would choose as a last resort even though evidence has proven otherwise.
The Neuro360 campaign was launched in early 2011, and has become a global campaign widely used in Europe, Middle East, Africa, USA, Japan, Australia and more. It is not only a brand, but a tool that has allowed the client to discuss and use relevant content in different aspects of their offering, partnering Your partner beyond technology.

Judges comments

A nice piece of work. We liked their approach and thought there were some good ideas and good insights around customers and the way they use technology. They added intangibles to a commoditised product and offered services alongside it.