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The case for unbranded education

Despite the potentially lifesaving treatment offered by Medtronic Implantable Cardiac Defibrillators (ICDs), cardiologists were seeing 20% of their patients resisting the therapy. Research showed 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 the answers to all their ICD questions, no matter how personal. The online experience had to be unbiased, unbranded and in layman’s terms.


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