Medtronic
ABM in hospitals
The challenge
Medtronic wanted its Hugo robotic-assisted surgery (RAS) platform to be seen as more than just a challenger to the established market leader. Targeting specific buying groups across four European teaching hospitals required a 1:1 ABM campaign, featuring a memorable concept, powerful messaging, and through-the-funnel activations.
The head-turning idea
The human truth behind RAS, is that the surgeon and the instruments become ‘one’ with each other when performing a minimally-invasive procedure. The You + HugoTM headline encapsulates this and informs the campaign content, driving audiences to see the Medtronic platform as the preferred option.
The campaign assets
We produced targeted messaging frameworks for each audience, designed and wrote campaign landing pages, DM, email, and InMail communications, as well as banner ads, case studies, and future-vision decks.
