Demystifying stroke among young adults for Medtronic
Case study: Medtronic (Stroke) – Singapore, Malaysia and Indonesia
Introduction
Medtronic is a global leader in medical technology, services, and solutions. It serves over 95,000 people across 150 countries, Medtronic’s technologies reimagine the treatment of over 70 health conditions including stroke.
Despite advanced infrastructure in Singapore, Malaysia, and Indonesia, there remains a significant gap among the public in understanding stroke treatment options, particularly among young adults and caregivers. Recognising the need to address this gap, Medtronic engaged Spurwing to launch a series of comprehensive stroke awareness campaigns between 2021 to 2024. These campaigns aimed to raise awareness about stroke treatment options among young adults, caregivers, and the general public in Singapore, Malaysia, and Indonesia.
Challenge
In the beginning, Medtronic did not have channels to communicate directly with young adults and potential caregivers in Singapore. They engaged Spurwing to embark on a consumer education campaign to raise awareness of neuro-intervention and stroke treatment options among a content-hungry generation. In subsequent campaigns, the challenge expanded to raising awareness among potential patients in the 40-60 age group and caregivers in Malaysia and Indonesia, emphasising the importance of swift medical intervention for better outcomes
Services
- Messaging development
- Media relations
- Influencer engagement
- Social media strategy & execution
- Video content
- Disease awareness
Approach
To address these challenges, Spurwing crafted a comprehensive strategy that combined targeted media engagements, influencer collaborations, and leveraged influential voices in the medical community to maximise reach and impact across Singapore, Malaysia, and Indonesia.
- Messaging development: Developed a set of powerful campaign messages about stroke treatment benefits on patient mortality and recovery outcomes, serving as the bedrock for all external communications. A YouGov poll was commissioned to understand local sentiments and strengthen campaign narratives in Singapore.
- Media engagement: Leveraged the poll findings for media engagements in Singapore, and secured interviews and coverage in top-tier broadcast, and online outlets across Singapore. We additionally secured interviews and coverage in top-tier print, broadcast and online outlets across Malaysia, and Indonesia. All stories featured insights from prominent stroke specialists who detailed stroke symptoms, treatment options, and the importance of timely intervention, adding credibility to the campaign messages.
- Video content: Shared patient stories through emotional, engaging videos created with the support of the Singapore National Stroke Association, highlighting the human aspect of stroke and the benefits of timely treatment.
- Social media content: We crafted @KnowingStroke Instagram page to raise awareness of stroke prevalence, symptoms, and treatment, making it a go-to resource for stroke information. We leveraged original and fresh content such as timely tips for checking in with relatives during Chinese New Year, to resonate with the audience. Influencer engagement: We partnered with credible influencers in Singapore, Malaysia and Indonesia to amplify campaign messages. The influencers shared engaging and educational content, including Q&A videos, Instagram reels, and infographics, addressing key messages around stroke symptoms, the need to call an ambulance, and stroke treatments.
Impact
The campaign achieved notable results:
- The media coverage reached more than 38 million people across print, online and broadcast channels in Singapore, Malaysia and Indonesia
- Reached more than 300,000 people in Singapore, Malaysia and Indonesia, through the influencer engagement
