Communications plan
A detailed plan for Medtronic’s presence at this important meeting, including objectives, strategies, tactics, to-do checklist and timeline.

Theme development
Gunney OMC worked with Medtronic creative staff to develop the theme: “Refining the classics…Advancing the state of the art.” The theme reflects Medtronic’s position as both a pioneer and an innovator in the pain management arena, as well as alluding to pain management as both an art and science. The theme was consistently communicated across all materials by juxtaposing elements of classical architecture with colorful modern art.

Advertising
Full-page advertisement for the Worldwide Pain Conference program, highlighting new products and inviting physicians to visit Medtronic’s exhibit booth.

Exhibit booth graphics
Graphics highlighted Medtronic’s new products, set off by bold, eye-catching colors that communicated the meeting theme.

Invitation to visit booth
Invitation highlighted new products and Medtronic-sponsored educational symposia. Booth traffic was excellent, especially “Meet the Experts” sessions with prominent physicians.

Symposium invitation and on-line response system
This invitation featured an unusual plastic envelope with a high-tech look and tactile appeal to stand out from ordinary mail. Gunney OMC also worked with Medtronic Web developers to create an on-line registration system that simplified the registration process, especially for attendees from outside the United States. The registration database was later used for a direct mail program.

Coordinating educational symposium
This invitation-only interactive symposium allowed physician attendees to respond to questions posed by the speaker using a wireless, handheld device. Gunney OMC worked with physician speakers to create electronic presentations to fit the interactive format and to prepare handouts for attendees.

Attendance at the symposium was outstanding: the objective was 200, but 350-375 attended (175%-187% of the objective). Although registration closed at 300 due to seating limitations, 50-75 physicians were willing to stand throughout the symposium.

Customer event and invitation
Gunney OMC planned a gala customer reception at a local art gallery, in keeping with the meeting theme “…Advancing the state of the art.” The event drew an estimated 500 attendees, twice the expected number.

Public relations
Gunney OMC worked with Medtronic’s public relations agency, Ketchum, to plan and implement a public relations campaign to raise consumer awareness of Medtronic’s pain therapies. The story appeared in national and local (San Francisco) media, including print, broadcast and electronic media. More importantly, the stories accurately nailed Medtronic’s four key messages.