Originally Published MX July/August
2002
ADVERTISING, DISTRIBUTION, & SALES
A Noteworthy Duo
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The extensive expertise of the advertising and marketing firms that commonly enter MMA's In-Awe competition makes the annual list of winners an excellent resource list for medtech companies. Among this year's winners, however, are two companies that aren't likely to be serving outside clients anytime soon: Genzyme Corp. (Cambridge, MA) and Medtronic Inc. (Minneapolis).
Genzyme
won a silver award in the patient education category for its Take Charge with
InBalance patient education kit. Launched in October 2001, the kit is an integral
part of Genzyme's education and compliance program for dialysis patients. The
program was developed for use by dietitians, nurses, and nephrologists to educate
end-stage renal disease patients about the importance of phosphorus management
and the consequences of mismanagement.
The
in-house team at Medtronic Cardiac Surgery won a silver award for its brand
reminder in the form of an artful, museum-quality calendar. The calendar showcases
rarely seen dissected-heart images—the distinctive photography of Italian
surgeon and photographer Horia Muresian. When calendar pages are torn off, six
teaching posters result. The creative team for the project included Jon Sather,
creative director; Jane Jersild, senior communications manager; and Sue Spoden,
senior product manager.
It isn't yet common for in-house marketing teams to seek recognition in MMA's annual competition—but stay tuned. With medtech companies taking a closer look at the competitive advantages of innovative marketing strategies, the floodgates could open any time.
Copyright ©2002 MX
