About This Project

Advertiser: Medtronic (Diabetes)

Agency: Prove

• Medtronic Diabetes is a healthcare company that offers an integrated system combining insulin pumps and continuous glucose monitoring.
• Challenge
o The healthcare industry was undergoing a transformation with a focus in shaping marketing strategies around education and engagement for both healthcare professionals and customers. With more choices available through online interactions, Medtronic’s market became even more competitive and Medtronic had to pivot to maintain their leadership.
o Healthcare marketer understands the need to be goal-oriented, optimize constantly and craft tailored messages as the conversation moves from broad brand statements to having relevant dialogue that make potential patients, physicians or philanthropists their behavior.
o Prove – Agency of record since 4 years for Medtronic Diabetes for both the B2C and B2B departments
• Approach
o Over the years, Prove have developed various acquisition and retention strategies for Medtronic from consumer health systems acquisition to HCPs education. Here is a list of initiatives we have unleashed for Medtronic
o Improved lead performance by implementing:
 Landing page design best practices
 Email design and behavior best practices
 Marketo reporting and tracking
 eCommerce tracking, including abandoned cart monitoring and response
o Define customer profile(s) and establish complex scoring algorithms using:
 Define customer profile(s) and establish complex scoring algorithms based on those definitions
 Behavior
 Demographics
 Aggregate
o User segmentation based on multiple dimensions, including:
 Diabetes type
 Method of treatment
 Device interest
 Mobile device (Android/Apple/Other)
 Product interest
o Advanced lead nurture campaigns based on:
 Funnel position (aggregate score and velocity)
 Content interest
o Dynamic Content / Mass Personalization
 Content specific to defined audience segments
o Define, develop, design communication preferences portal for healthcare professionals
o Data governance (with IT)
o Marketing Automation Migration
 Migration from Marketo to Eloqua
o Web and brochure content creation