CULTIVATION

  Marketing and brand savvy to help business thrive

Medtronic CareLink Network

“Lisa is an extremely creative, talented, and high-energy individual. Strong in both marketing and marketing communications, Lisa has a keen ability to think strategically while also bringing flair to projects through her creative approach.”   Susan Rodsjo, April 2009

The Challenge

Medtronic CareLink Network was a start-up launched in 2002 that provides Web-based remote monitoring technology to hospitals and clinics to efficiently follow their patients. In addition to educating clinicians about this new technology and the benefits associated with it, we needed to clearly differentiate it from the competition.  There were legal and regulatory challenges in addition to pricing push-back.

The Solution

  1. Developed traditional and online marketing collateral for prospective customers, consumers as well as internal sales force.
  2. Drove Web marketing efforts on both Medtronic’s internal sales Web portal, as well as Medtronic’s corporate Website. 
  3. Developed interactive, quantitative financial tools used by the sales team with prospective clinical customers to demonstrate the ROI of the CareLink technology and help overcome objections
  4. Managed a high-profile direct-to-consumer advertising pilot.  Result: The pilot market became the top market in the U.S. in terms of patient enrollment  
RESULT: Technology adoption increased from 100 patients in 10 clinics in 2003 to over 130,000 patients in over 1,500 clinics by 2007.