Medtronic | HTN:RDN

This project for Medtronic, aimed to rebuild confidence in Renal Denervation (RDN) as a therapy for hypertension after disappointing trial results had weakened market belief.

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Through a two-year engagement program we:

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Re-told the story – A four-part documentary educating physicians on RDN.

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Announced new results – Live coverage of the pivotal trial results at the ACC congress.

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Educated the community – A sustained expert-led program.

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Localized efforts – Engaging local healthcare communities in six languages.

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The campaign reached 4 million healthcare professionals, resulted in 117k content views, and drove a fivefold increase in searches for RDN. By 2022, 12 leading hypertension societies had reached a consensus supporting RDN as a complementary therapy.

The primary challenges Medtronic faced in this project were:

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Loss of Market Confidence – After an initial promising trial, a disastrous second study created doubt about Renal Denervation (RDN) as an effective hypertension treatment.

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Skepticism in the Medical Community – The negative trial results led to reduced trust among healthcare professionals and hypertension societies.

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Need for Re-Education – With the release of new Off-Med trial results in 2020, Medtronic needed to rebuild awareness and trust by getting the updated facts in front of key audiences.

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Global Awareness & Adoption – To establish RDN as a complementary therapy, they needed to engage physicians, societies, and local healthcare providers worldwide.

We executed a two-year engagement program in four key phases to rebuild confidence in Renal Denervation (RDN) and drive adoption:

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Re-Telling the Story – Created a four-part documentary to educate physicians and reframe the narrative around RDN with factual, compelling storytelling.

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Announcing New Trial Results – Covered the Pivotal trial results live from the ACC congress, providing downloadable content to reinforce credibility.

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Sustained Expert-Led Education – Launched an ongoing educational program featuring leading experts to re-engage the medical community.

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Localized Community Engagement – Expanded outreach to local healthcare providers in six languages, connecting RDN experts with GPs to build regional support networks.

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This strategic approach reached millions of healthcare professionals, re-established trust in RDN, and led to global hypertension societies validating RDN as a complementary therapy.

With over 4m hypertension impressions on the platform and 23m people reached through off-platform promotion, we clocked up an impressive 117k views of the content, as well as instigated a fivefold increase in searches for RDN. And with our help, by 2022, the 12 leading global hypertension societies had all announced consensus on the validity of RDN as a complementary therapy for controlling hypertension.