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Medtronic Case Study

Project:

HTN:RDN

Tools

Content Production

Animation & Illustration

KOL Engagement

Digital Design & Development

Distribution

Diagnosis

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.

 

Through a two-year engagement program we:

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

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

  3. Educated the community – A sustained expert-led program.

  4. Localized efforts – Engaging local healthcare communities in six languages.

 

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.

Pre-procedural planning

The primary challenges Medtronic faced in this project were:

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

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

  3. 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.

 

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

The Procedure

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

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

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

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

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

 

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.

The outcome

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.

Case Study - Medtronic "HTN:RDN"

“Made Clear Studios are timely, committed, inclusive and flexible. They’re easy to work with, they have great thought processes, and I know that they’ll solve any problems I have.” 

Kris Flanagan

Principal Market Development Manager,

Cardiac & Vascular Group Global Renal Denervation at Medtronic 

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