Originally Published MX September/October 2004

ADVERTISING, DISTRIBUTION, & SALES

One of the medical technology industry's giants, Medtronic (Minneapolis) operates around the world, including a large presence in Canada. Two years ago Medtronic's diabetes business in Canada—Medtronic MiniMed Canada (MMC)—saw a need to raise awareness about the benefits of insulin-pump therapy in the province of Alberta.

Public service advertising for the Diabetes Network of Alberta Foundation developed by Medtronic Neurological's creative services group won a gold award in MMA's 2004 In-Awe competition. (click to enlarge)

Neither the general public nor healthcare decision makers (who control Canadian healthcare budgets) seemed sufficiently cognizant of the social and economic costs of diabetic complications that can be prevented by appropriate therapy.