Portfolio

More than 60 million women in the U.S. live with some form of heart disease, yet many don’t know it’s their leading cause of death. Researchers didn’t recognize heart disease as more than a “man’s disease” until the 1980s, and the care gap persists today. Medtronic engaged BRG to close it with a consumer-facing campaign speaking to women both as caregivers and as individuals who too often delay their own care.

How We Did It

• Grounded it in data. Fielded a consumer survey of sandwich-generation women (ages 30 to 50), endorsed by WomenHeart, to surface real gaps in awareness
• Built a distinct identity. Developed a name, logo, and key message platform, timed to Women’s Health Month and Mother’s Day
• Led with a trusted voice. Onboarded celebrity advocate Star Jones, whose personal connection to heart health anchored a national media tour with audio and video news releases
• Extended reach through partners. Women’s wellness and health equity influencers, a Dear Media sponsored podcast partnership, and an internal Medtronic employee activation carried the message further
• Went local where it mattered most. Community-first engagement, local influencers, and WomenHeart-hosted screenings reached high-burden cardiovascular markets directly

The Impact

Hundreds of participants made public pledges to open heart health conversations with the women in their lives, and local activations in high-burden markets drove an 81% increase in call-to-action engagement and a 45% increase in website visitor sessions. The campaign earned more than 2,600 media placements and 639 million-plus impressions, with coverage on The View, People, US Weekly, Essence, and Inside Edition. Influencer partnerships reached nearly 500,000 viewers across social platforms, while the Dear Media podcast and paid video partnership targeted more than 450,000 women ages 30 to 50 directly. The campaign earned Campaign of the Week honors from Medical Marketing + Media and a finalist spot in the women’s health category at the PR Week Healthcare Awards.