A leading global medical device company has transformed cardiology operating rooms and patient outcomes around the world. With the launch of its latest technology, they were poised to continue its innovative breakthroughs in the market. To resonate with its customers, they needed to craft a story around an innovation that instilled confidence about their product’s performance.

Insight

To most surgeons, specialized cardiac surgeries are often considered to be a last-resort option. Through in-depth qualitative research, we learned surgeons held previous perceptions about limitations in their options for patients — believing that their only option was to the status quo.

Solution