Case study
[US]
Medtronic
Elevating surgical innovation for NASDAQ-listed med-tech leader
Elevating surgical innovation for NASDAQ-listed med-tech leader
Since 2022, Woodrow has partnered with Medtronic, a global leader in medical technology, to strengthen communications across its surgical division.
Our role has been to help define, articulate, and amplify Medtronic’s leadership in surgical innovation across global and US audiences.
Through narrative development, thought leadership, and multi-channel campaigns, we have supported one of the world’s most respected healthcare brands in navigating transformation and building momentum for the future of surgery.
Client background
Medtronic is a NASDAQ-listed medical technology company with more than 95,000 employees across 150 countries.
The challenge
Its Surgical division sought to unify its innovations under one cohesive narrative. The goal was to clarify its vision for the future of digital and robotic surgery while ensuring consistent internal and external communication across its global network.
After years of growth through acquisition, the business needed a unified narrative that clearly expressed its purpose, strengthened internal alignment, and set it apart from competitors.
Solution implementation
Woodrow delivered a multi-year, multi-market communications programme, launching with narrative development and moving into execution across internal and external comms as well as issues management.
Strategic positioning and internal communications
Conducted research and leadership interviews to inform a new narrative framework grounded in market realities.
Developed an employee engagement programme to unite teams around a single purpose.
Created leadership toolkits, internal videos, and an employee value proposition to ensure alignment across all levels.
Produced a launch film for a global town hall that highlighted how Medtronic's people were shaping the future of surgery.
Product and thought leadership campaigns
Designed and executed a global communications campaign for the launch of Medtronic's Live Stream service, connecting surgeons and operating rooms around the world.
Produced a short film, Time to Connect, filmed in Portugal, Texas, and India, featuring surgeons using the technology in real procedures.
Conducted a US survey of 1,000 surgeons to create data-led stories for media, highlighting the role of AI and robotics in surgical innovation.
Executed exec thought leadership on LinkedIn and earned media across the US and UK, building the business’ reputation as a leader in the digital OR.
Digital and web strategy
Led the content and messaging refresh of Medtronic's Touch Surgery platform website to better reflect its new priorities.
Partnered with internal teams to streamline structure, rewrite key pages, and improve user experience.
Global media engagement
Delivered the US and UK State of Surgery report, using survey insights to drive discussion on robotics and AI adoption in healthcare.
Positioned Medtronic executives and partners for commentary across top-tier media.
Aligned communications with major industry events such as the Society of Robotic Surgery Annual Meeting to amplify visibility.
Outcomes & results
Delivered a cohesive global positioning for Medtronic’s Surgical Operating Unit across markets.
“Time to Connect” film showcased worldwide and integrated into Medtronic’s corporate storytelling and surgical conferences.
Touch Surgery™ website refresh strengthened user experience and reinforced leadership in digital surgery.
AI and robotics campaign generated top-tier global media coverage, reaching millions and positioning Medtronic as a thought leader on surgical innovation.
Built long-term confidence and alignment across Medtronic’s global comms and marketing teams, supporting continued partnership across the U.S. and beyond.
Client testimonial
“Woodrow is a breath of fresh air in the agency world. They pair brains with intention.”
Medtronic Surgical
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