A Leap in Surgical Robotics
Medtronic Surgical is a $35 billion medical technology leader. It invented the pacemaker, pioneered robotic surgery, integrated AI into the operating room, streamed live operations from warzones, and built technology that helps surgeons work faster and more safely. By any measure, it leads its field. Yet its employees were disengaged, investors were uncertain, and the media did not fully understand its leadership. Medtronic needed a clearer corporate story: one that could explain its role in a crowded market and turn technical excellence into a reputation people could feel and understand.
Impact
Media share of voice against competitors has grown by 25 percent in the last year alone. Employee engagement has risen, and more than 10 government relationships have opened, creating new routes to funding and adoption. This is now a multi-market, multi-audience programme. We sit inside our client’s team, move at their pace, and have made a measurable difference to how the world sees one of medtech’s most important companies.
Approach
We have been Medtronic’s retained corporate communications partner since 2023. What began as a narrative project has grown into a 360-degree campaign partnership built around one brief: build our reputation. Our strategy was to translate technical leadership into human stories that could win hearts and minds. We built a press office from the ground up, securing consistent US and UK coverage across thought leadership, product news, and executive profiling. We introduced a campaign mindset, developing a company manifesto: a bold organising idea that the whole organisation now campaigns around.
