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Medtronic

Medtronic

The key to the Medtronic ICD program was opening an online dialog with a highly-targeted, difficult to reach audience and identifying the few who had the most compelling, real-life stories to share.

Patients at risk

The award-winning program helped convince officials to dramatically expand access by the poor to a life-saving, expensive medical device.

Fair Deal Comments

Voted "Campaign of the Year" by PR Week, the policy change increased by twofold the universe of eligible patients, potentially doubling the size of this multi-billion dollar ICD medical device industry.

GRE designed and implemented the online component for the Medtronic ICD (implantable cardioverter defibrillator) campaign, which led to a policy change that increased by twofold the universe of eligible patients, potentially doubling the size of this multi-billion dollar ICD medical device industry.

The cornerstone of the campaign was the Grassroots Multiplier technology platform that supported dynamic website content and personalized educational outbound communications for more than 15,000 patients and family members. The education program put forward essential clinical, medical, and other data about the company's lifesaving therapy, addressed the importance of access through appropriate Medicare reimbursement and asked targeted government officials for support.

The online campaign won PR Week's Best Internet/Healthcare Site, the Silver Sabre Award for Best Internet and many others.