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Turning no into yes with skeptical ICD patients.

Despite the potentially life-saving treatment offered by Implantable Cardiac Defibrillators (ICDs), market leader Medtronic saw a growing number of patients resisting the therapy. Heart patients wanted to know everything about ICDs, but weren’t comfortable asking their cardiologists the more awkward questions — especially regarding sex. So patients turned to the Internet. And so did we. To alleviate fear and anxiety, patients needed a resource where they could get all the answers to their ICD questions, no matter how personal. The online experience had to be unbiased, unbranded and in layman’s terms. was a Webby finalist, an honor bestowed on only 5 health websites in the world.


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