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.
At left was the original collateral---which emphasized the "mechanics" of the service, rather than the value proposition and benefits of the service.
At left is the rebrand that focused on how remote monitoring could "give patients the freedom to LIVE LIFE." This theme resonated extremely well with clinicians and decision-makers, as well as with patients.