Strengthening the Medtronic brand after an acquisition
Medtronic’s long-standing mission has been to alleviate pain, restore health and extend life. But with the current challenges facing global healthcare systems, Medtronic knew it needed to build on its legacy of medical technology and take on a more central role to create smarter, more cost-effective ways to give more people access to better care.
The acquisition of Covidien supported this vision, but more needed to be done. The company needed to change the way the world understood Medtronic.
With a newly defined business strategy and committed resources, Medtronic was now equipped to partner with healthcare systems worldwide to meet their evolving needs, but stakeholder research told us that the market had a limited view of Medtronic’s capabilities beyond medical devices. To address this challenge, we developed a brand strategy and supporting identity system to demonstrate all the ways Medtronic was evolving to make healthcare better. We defined how the organization should look, talk, and behave, to ensure the world would come to understand how Medtronic was helping to solve the problems facing healthcare today, as well as the challenges of the future, taking healthcare further, together.
The new brand was launched internally through a series of events and training initiative across the globe, igniting excitement across Medtronic’s diverse 85,000+ employee base. The effort helped to ensure that everyone understood the important role he or she plays in driving change and helping to share what Medtronic stands for and is capable of– all with the goal of achieving its mission to alleviate pain, restore health, and extend life.
“We will step forward and encourage the industry to collaborate with us to transform healthcare.” Omar Ishrak, Chairman and CEO, Medtronic