A pre-eminent manufacturer of surgical energy tools, Covidien wanted to position this line of equipment to sell it in an ad campaign as a full package solution in an extremely competitive, procurement-driven climate. The solution was to create ads conveying a concept, a voice and a supportive point of view that would stop surgeons who were flipping through medical journals (yes, in print) to pay attention and find new solutions.

A second campaign for bariatric surgery–to talk to both surgeons and patients eager for lots of information–was conveyed first in a site launched for National Diabetes Awareness Month.

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