Identifying global human truths maximises engagement
and drives long-term efficiency.
With two important new treatments of varicose veins in the pipeline, Medtronic needed to identify the most appropriate business model and communications framework to successfully launch their treatment options across EMEA.
The first challenge was that the audience Medtronic had been dealing with for many years was just too broad – essentially any person with varicose veins, equating to some 30% of the global population at any one time.
We worked closely with our statistician to design a paired down approach that would enable us to split the total market into the most homogenous segments, ultimately identifying two key consumer segments.
Knowing that the organisation just wouldn’t blindly accept these territories on face value, we then ran a series of workshops with the stakeholders to get their buy-in to the process, the findings, the insights and the recommendations.
This was the first time Medtronic would be building out a global, patient led, toolkit. It was emotional rather than functional and had local guidelines with the specific do’s and don’ts for each market as opposed to each working on their own. This was a fundamental shift in terms of how Medtronic now thinks about bringing a product to market.