Influencing health care decisions to support business goals

Though a leader in their industry, Medtronic faces unrelenting competitive pressure. After identifying opportunities in the diabetes technology market, Medtronic needed to understand how diabetes care professionals make recommendations to patients. We conducted a series of in-depth interviews with nurses, pump trainers and others to explore brand-level perceptions and discover what factors and materials are relevant to the recommendation decision-making process. The resulting strategy and emotional messaging framework was used to make Medtronic’s training and materials more effective.