Originally Published MX September/October 2004
ADVERTISING, DISTRIBUTION, & SALES
Putting a Human Face on Therapy Denial|
Return
to Article: |
One of the medical technology industry's giants, Medtronic (Minneapolis) operates around the world, including a large presence in Canada. Two years ago Medtronic's diabetes business in Canada—Medtronic MiniMed Canada (MMC)—saw a need to raise awareness about the benefits of insulin-pump therapy in the province of Alberta.
) |
| Public service advertising for the Diabetes Network of Alberta Foundation developed by Medtronic Neurological's creative services group won a gold award in MMA's 2004 In-Awe competition. (click to enlarge) |
Neither the general public nor healthcare decision makers (who control Canadian healthcare budgets) seemed sufficiently cognizant of the social and economic costs of diabetic complications that can be prevented by appropriate therapy.
Medtronic Canada's Peter Brownrigg had earlier authored a strategy of supporting neurological therapies by helping patient advocacy groups. He was brought in by MMC to help the Diabetes Network of Alberta Foundation (DNAF). Brownrigg asked Medtronic Neurological's in-house agency to help execute a campaign for DNAF.
Creative director Robert Grimm and senior copywriter D. R. Martin spent several days interviewing and photographing Alberta diabetics and their doctors. For DNAF's print ads, they returned to a concept that had worked well in their earlier Canadian work: showing the human face of therapy denial.
Because no one is more affecting than a young child, children became the focus of these ads. Children with diabetes, after all, confront the real prospect of dying in their sleep from erratic blood-glucose levels. Insulin-pump therapy can prevent that from happening.
The DNAF ads won a gold award for public service advertising in the Medical Marketing Association's 2004 In-Awe competition. The campaign has helped DNAF reach out to the decision makers who ultimately provide therapy access to Canadian diabetics.
Photo courtesy MEDTRONIC NEUROLOGICAL
Copyright ©2004 MX
