🔒 Access restricted
These projects are confidential. Please enter the access key provided to you.
Case study
The Pressure Point Campaign
Activating patients, GPs and interventional cardiologists to accelerate access to breakthrough hypertension treatment
Activating patients, GPs and interventional cardiologists to accelerate access to breakthrough hypertension treatment
Activating patients, GPs and interventional cardiologists to accelerate access to breakthrough hypertension treatment
Client: Medtronic
Sector: Renal Denervation
Challenge Type: Patient Education · Referral Enablement
Client: Medtronic
Sector: Renal Denervation
Challenge Type: Patient Education · Referral Enablement
Something
The Challenge
The Challenge
Uncontrolled hypertension remains one of Australia’s most significant and under-treated cardiovascular risks. Despite growing evidence for Renal Denervation (RDN), patient progression was constrained by a fragmented referral pathway:
Uncontrolled hypertension remains one of Australia’s most significant and under-treated cardiovascular risks. Despite growing evidence for Renal Denervation (RDN), patient progression was constrained by a fragmented referral pathway:
Uncontrolled hypertension remains one of Australia’s most significant and under-treated cardiovascular risks. Despite growing evidence for Renal Denervation (RDN), patient progression was constrained by a fragmented referral pathway:
Specialists
Not referral-ready
Lacked peer validation and procedural confidence
Specialists
Not referral-ready
Lacked peer validation and procedural confidence
Specialists
Not referral-ready
Lacked peer validation and procedural confidence
GPs & Community Cardios
Low referral confidence
Uncertainty identifying and referring uncontrolled hypertension
GPs & Community Cardios
Low referral confidence
Uncertainty identifying and referring uncontrolled hypertension
GPs & Community Cardios
Low referral confidence
Uncertainty identifying and referring uncontrolled hypertension
Patients
Unaware of interventional options
Medication and lifestyle changes perceived as the only pathway
Patients
Unaware of interventional options
Medication and lifestyle changes perceived as the only pathway
Patients
Unaware of interventional options
Medication and lifestyle changes perceived as the only pathway
Education alone was not enough.
Without a clear referral pathway, awareness could not become action.
Education alone was not enough.
Without a clear referral pathway, awareness could not become action.
The insight
Adoption required an open referral pathway
Adoption required an open referral pathway
Sustainable adoption required an open referral pathway where educated GPs and empowered patients speak the same language in the consult, supported by specialists who are easy to find and ready to act.
Sustainable adoption required an open referral pathway where educated GPs and empowered patients speak the same language in the consult, supported by specialists who are easy to find and ready to act.
Sustainable adoption required an open referral pathway where educated GPs and empowered patients speak the same language in the consult, supported by specialists who are easy to find and ready to act.
“Open the pathway, not just the conversation.”
“Open the pathway, not just the conversation.”
“Open the pathway, not just the conversation.”
Strategy
A cross‑customer activation ecosystem
A cross‑customer activation ecosystem
We partnered with Medtronic to design an ecosystem aligning education, confidence‑building and referral enablement across three interdependent audiences.
We partnered with Medtronic to design an ecosystem aligning education, confidence‑building and referral enablement across three interdependent audiences.
We partnered with Medtronic to design an ecosystem aligning education, confidence‑building and referral enablement across three interdependent audiences.
A deliberate Nurture + Grow model ensured depth with existing GPs while expanding reach to new ones, with referral enablement embedded throughout the ecosystem.
A deliberate Nurture + Grow model ensured depth with existing GPs while expanding reach to new ones, with referral enablement embedded throughout the ecosystem.
This strategy was activated through coordinated education, channel design and embedded referral tools across each audience.
This strategy was activated through coordinated education, channel design and embedded referral tools across each audience.
Specialist Enablement
From content to capability: embedding education in action.
From content to capability: embedding education in action.
To engage specialists, we developed the Virtual Cath Lab, an immersive, tech-integrated experience built on the SXR platform. Certified interventional cardiologists could record and post real-world RDN cases, share procedural insights, and train peers directly within the system. Complex cases were reviewed collaboratively, turning education into ongoing capability building.
This was more than content. We partnered to embed a brand-new platform into Medtronic’s tech ecosystem to broadcast on demand content direct from the cath lab to specialist segments. Each interaction was crafted as part of a segmented journey, creating relevance at the capture point, with deep integration into existing workflows.
This procedural experience brought the cath lab to the specialist with 360° views, in-the-moment data from monitors, narration from the proceduralist, and real-time chat functionality for peer collaboration.
To engage specialists, we developed the Virtual Cath Lab, an immersive, tech-integrated experience built on the SXR platform. Certified interventional cardiologists could record and post real-world RDN cases, share procedural insights, and train peers directly within the system. Complex cases were reviewed collaboratively, turning education into ongoing capability building.
This was more than content. We partnered to embed a brand-new platform into Medtronic’s tech ecosystem to broadcast on demand content direct from the cath lab to specialist segments. Each interaction was crafted as part of a segmented journey, creating relevance at the capture point, with deep integration into existing workflows.
This procedural experience brought the cath lab to the specialist with 360° views, in-the-moment data from monitors, narration from the proceduralist, and real-time chat functionality for peer collaboration.
To engage specialists, we developed the Virtual Cath Lab, an immersive, tech-integrated experience built on the SXR platform. Certified interventional cardiologists could record and post real-world RDN cases, share procedural insights, and train peers directly within the system. Complex cases were reviewed collaboratively, turning education into ongoing capability building.
This was more than content. We partnered to embed a brand-new platform into Medtronic’s tech ecosystem to broadcast on demand content direct from the cath lab to specialist segments. Each interaction was crafted as part of a segmented journey, creating relevance at the capture point, with deep integration into existing workflows.
This procedural experience brought the cath lab to the specialist with 360° views, in-the-moment data from monitors, narration from the proceduralist, and real-time chat functionality for peer collaboration.
Campaign Collateral
An Innovative Library of Tactics
An Innovative Library of Tactics
We designed an ecosystem aligning education, confidence‑building and referral enablement across interdependent audiences.
We designed an ecosystem aligning education, confidence‑building and referral enablement across interdependent audiences.
We designed an ecosystem aligning education, confidence‑building and referral enablement across interdependent audiences.
Integrated omni-channel activation ecosystem
A unified framework aligning education and activation across audiences.
Specialist audience segmentation and pathway design
Targeted segmentation to support education and referrals.
Expert-led education and peer credibility
Recognised experts delivering peer education and building confidence in renal denervation.
Hands-on procedural learning
Immersive learning experiences supporting procedural understanding and clinical confidence.
Sustained engagement and message reinforcement
Continuous message reinforcement across the decision journey.
Referral pathway enablement
Tools and messaging designed to reduce referral friction and support clinical action.
Patient awareness and self-advocacy activation
Patient empowerment to drive informed GP conversations.
Execution
Turning strategy into action across every audience
Turning strategy into action across every audience
The ecosystem was activated through coordinated education, channel design and referral tools, each built to move audiences from understanding to action.
The ecosystem was activated through coordinated education, channel design and referral tools, each built to move audiences from understanding to action.
Specialist Enablement
Premium on-demand content platform
Peer-led videos and Australian case studies
Real-world registry evidence
Virtual Cath Lab and procedural support
Specialist Enablement
Premium on-demand content platform
Peer-led videos and Australian case studies
Real-world registry evidence
Virtual Cath Lab and procedural support
Specialist Enablement
Premium on-demand content platform
Peer-led videos and Australian case studies
Real-world registry evidence
Virtual Cath Lab and procedural support
GP Activation
Modular micro-learning for time-poor clinicians
500+ GPs enrolled via GPCE
Four progressive learning modules
Time-released journeys and landing pages
GP Activation
Modular micro-learning for time-poor clinicians
500+ GPs enrolled via GPCE
Four progressive learning modules
Time-released journeys and landing pages
GP Activation
Modular micro-learning for time-poor clinicians
500+ GPs enrolled via GPCE
Four progressive learning modules
Time-released journeys and landing pages
Referral Enablement
Specialist Finder embedded across the GP experience
Search by postcode and view local proceduralists
Referral enabled at the moment of intent
Referral Enablement
Specialist Finder embedded across the GP experience
Search by postcode and view local proceduralists
Referral enabled at the moment of intent
Referral Enablement
Specialist Finder embedded across the GP experience
Search by postcode and view local proceduralists
Referral enabled at the moment of intent
Patient Activation
Education journeys aligned to national BP control goals
Awareness designed to prompt informed GP conversations
Messaging aligned with GP education
Patient Activation
Education journeys aligned to national BP control goals
Awareness designed to prompt informed GP conversations
Messaging aligned with GP education
Patient Activation
Education journeys aligned to national BP control goals
Awareness designed to prompt informed GP conversations
Messaging aligned with GP education
The insight
WHY IT WORKED
WHY IT WORKED
One unifying idea: opening the referral pathway
One unifying idea: opening the referral pathway
One unifying idea: opening the referral pathway
Peer-led credibility at every touchpoint, building trust and confidence across specialists and GPs.
Education tightly coupled with referral action, removing friction and enabling decisions at the moment of intent.
True cross-customer activation, aligning GPs, specialists and patients within a single ecosystem — not parallel campaigns.
Peer-led credibility at every touchpoint, building trust and confidence across specialists and GPs.
Education tightly coupled with referral action, removing friction and enabling decisions at the moment of intent.
True cross-customer activation, aligning GPs, specialists and patients within a single ecosystem — not parallel campaigns.
Peer-led credibility at every touchpoint, building trust and confidence across specialists and GPs.
Education tightly coupled with referral action, removing friction and enabling decisions at the moment of intent.
True cross-customer activation, aligning GPs, specialists and patients within a single ecosystem — not parallel campaigns.
Assessing Success
The Impact
The Impact
By embedding referral tools directly into education, RDN shifted from a theoretical option to a practical, actionable referral pathway changing how GPs, specialists and patients moved from awareness to action.
By embedding referral tools directly into education, RDN shifted from a theoretical option to a practical, actionable referral pathway changing how GPs, specialists and patients moved from awareness to action.
By embedding referral tools directly into education, RDN shifted from a theoretical option to a practical, actionable referral pathway changing how GPs, specialists and patients moved from awareness to action.
GPs moved from education to referral intent, supported by clear pathways and local specialist visibility.
Specialists became referral-ready and easier to find, enabled by peer validation and procedural confidence.
Patients entered the consult informed and engaged, supporting more productive referral conversations.
Early referral behaviours emerged as pathway maturity increased, signalling sustainable adoption.
GPs moved from education to referral intent, supported by clear pathways and local specialist visibility.
Specialists became referral-ready and easier to find, enabled by peer validation and procedural confidence.
Patients entered the consult informed and engaged, supporting more productive referral conversations.
Early referral behaviours emerged as pathway maturity increased, signalling sustainable adoption.
GPs moved from education to referral intent, supported by clear pathways and local specialist visibility.
Specialists became referral-ready and easier to find, enabled by peer validation and procedural confidence.
Patients entered the consult informed and engaged, supporting more productive referral conversations.
Early referral behaviours emerged as pathway maturity increased, signalling sustainable adoption.
Have an omni-channel or glocalisation challenge?
Looking for smarter ways to bring your brand to life through creative technology?
Let's build the experience your product deserves.
Have an omni-channel or glocalisation challenge?
Looking for smarter ways to bring your brand to life through creative technology?
Let's build the experience your product deserves.