Best Health Care Integrated Ad Campaign, Best Medical Integrated Ad Campaign

Medtronic is the world's largest medical technology company with the lion's share of the Implantable Cardioverter Defibrillator (ICD) market. Even though these amazing devices are saving lives daily, doctor and patient research suggested patient resistance to receiving implants was actually growing. Fear and confusion as well as past negative ICD media coverage were behind the trend. Medtronic challenged Preston Kelly to find a new direct-to-consumer platform that would change the dialogue around ICDs.

Lots of ICD conversations revolved around concerns over inappropriate shocks. But patients had many other questions that they were not always comfortable asking their physician like, "Can I still have sex?" Strategic planning uncovered the obvious truth that the first thing patients do when they learn that they might need an ICD is to search the internet.

We created an integrated campaign including AskTheICD.com -- built to answer virtually any consumer question about ICDs and finally provide doctors with a patient-friendly tool when they believe ICD is the best therapy. The site is brimming with helpful, easily digestible information written to be direct, colloquial and authentic. It is a highly visual, infinite-scroll site with expanding content tiles and predictive search built on a responsive platform so it delivers the same functional experience across multiple devices.

We drove traffic with online ads, a demo video, and a paid search program. We also created a sales kit to help Medtronic sales representatives inform cardiologists of the powerful tool now available to their patients.

Contributors:

Associate Digital Directors:	Yuliya Crevier and Heather Kvidera
Art Director:	Anne Taylor
Copywriter:	Kyle Parr
VP, Creative Director Digital:	Peter Tressel
VP, Account Director/Account Supervisor:	Mark Jenson/Dan Ryan
Production:	Beth Elmore, Mike Fritz, and Anne Swarts
Digital Director:	Tom Schooley
Marketing Communications, Medtronic:	Anna Danielson, Kathy Petron, and Paul Vahle
Marketing, Medtronic:	David Wildermuth , Jennifer Fox, and Chris Obray
Development Partner:	The Nerdery

PRESTON KELLY

Website: prestonkelly.com/

Location: United States

About the Agency:

Preston Kelly is a creatively-powered, strategically-driven agency that believes in the power of Iconic Ideas. Recently named to the Effie Index of the top 100 most effective agencies in America, Preston Kelly's Iconic Ideas not only connect with your consumers in digital, social, TV, radio, events, print, identity or point of purchase, they engage and inspire your entire organization.