MDT: Medtronic Time to Connect
Imagine if every surgeon had access to the best training, wherever they are. Medical technology giant Medtronic knew it could make this a reality with its Live Stream service: linking surgeons and operating theatres around the world. But this couldn't be just another product announcement. We were telling a story about technology that could genuinely change the future of surgery, and it needed visuals and testimonials to match the ambition of what was being built.
Impact
Rather than a standard product launch announcement, we captured why this technology truly matters: the intensity and focus in a surgeon's eyes as they operate, with trainees remotely watching a world-leading procedure. Doctors, nurses, operating teams and students from around the world gave impactful testimonials in a visual journey set to be showcased on Medtronic's website, shared internally, on social channels and at global surgical conferences.
Approach
We wanted to showcase how Live Stream revolutionised the way surgical education is shared and received and what better way than to ask those using it every day? We partnered with trusted creative directors and travelled to pilot sites in Europe, Asia and North America to interview the surgeons using Medtronic's technology. We created a short film - Time to Connect - in partnership with hospitals in Portugal, the US and India. We backed this with a US survey of 1,000 surgeons to build a media story around the barriers and benefits.
