MEDTRONIC

PILLCAM COLON

ANNOUNCING A NEW USE FOR A FAMILIAR PRODUCT

THE PROBLEM | PillCam COLON received FDA approval for a new indication. It was a great opportunity for Medtronic, but very few healthcare professionals were aware of the new use for this diagnostic solution.

ANNOUNCING A NEW USE FOR A FAMILIAR PRODUCT

THE PROBLEM | PillCam COLON received FDA approval for a new indication. It was a great opportunity for Medtronic, but very few healthcare professionals were aware of the new use for this diagnostic solution.

Know Your Audience

The best way to reach physicians and hospital administrators is to know their preferred medium and to meet them where they already spend their time.

A Colon Exam in a Capsule

In our experience, healthcare professionals still love print – maybe more so than any other audience. Norton created an interactive 2-D replica of the PillCam COLON capsule, complete with product benefits and information on the new clinical indication. We also created a product website, complementing the dynamic print piece with a digital presence.

We distributed the print piece at GI DiseaseWeek, where we knew we would reach ourtarget. Following these efforts,

WE EXCEEDED CLIENT EXPECTATIONS FOR BOTH WEBSITE TRAFFIC AND SALESTHROUGH THE NEXT QUARTER.

We distributed the print piece at GI DiseaseWeek, where we knew we would reach ourtarget. Following these efforts,

WE EXCEEDED CLIENT EXPECTATIONS FOR BOTH WEBSITE TRAFFIC AND SALESTHROUGH THE NEXT QUARTER.