Situation
Abbott launched Confirm Rx™ ICM, the world’s first Bluetooth-enabled insertable cardiac monitor designed to detect and diagnose arrhythmias. Following an upgrade to its arrhythmia-detecting algorithm, Abbott’s Cardiac Rhythm Management division needed a strategic relaunch that would not only highlight the enhanced technology but also build confidence among healthcare providers and empower patients to engage with their device.
Solution
Through close collaboration with Abbott, a compelling positioning and messaging strategy was developed to communicate the impact of Confirm Rx™ ICM’s upgraded algorithm. The relaunch campaign, "Capturing the Rhythm of Life," combined emotional storytelling with clinical credibility to resonate with both patients and providers. Leveraging Abbott’s evolved corporate branding, the campaign was brought to life through integrated marketing materials designed to educate, inspire, and reinforce the benefits of early arrhythmia detection.
Patient campaign video
For patients seeking guidance and assurance, we developed complete materials to support their journey from diagnosis to implant and beyond, through video, collateral, and a patient website complete with a chat bot.
Patient landing page
Patient campaign brochure
Patient materials folder
For sales reps eager to tell the product's story, we packaged these materials into a comprehensive launch kit.
Sales representative campaign folder
Health care professional video
For the doctor who needed convincing that Confirm Rx™ ICM could deliver the best results, we created product and algorithm specific brochures and videos.
Health care professional brochure
Health care professional algorithm brochure
Healthcare professional twitter posts
Results
The campaign successfully elevated awareness and adoption of Confirm Rx™ ICM, strengthening provider confidence and increasing patient engagement. By emphasizing the life-changing potential of early diagnosis, the messaging reinforced Abbott’s leadership in cardiac monitoring while driving a meaningful connection between technology and patient care.