Communicating Innovative Medical Technology Clearly Across Borders
How can the advancement of an established vessel sealing technology be communicated so that medical professionals quickly grasp its concrete benefits? This was exactly the challenge Medtronic faced with the new generation of the LigaSure™ XP Maryland. The goal was not only to explain the instrument's improved performance technically, but to make it tangible and credible through genuine physician experience.
The focus was on the question of how the requirements of surgeons in different clinical settings could be unified and presented clearly in international communication. At the same time, it was meant to show the contribution this technological advancement can make to improving medical care and patient well-being.
International Testimonials and OR Footage Bring the Progress to Life
International testimonials and OR footage bring the progress to life
To vividly and precisely convey these benefits, we produced a testimonial video with four physicians from different European countries. In interviews with experts from Liège, Padua, Valencia and Vienna, it becomes clear how the new generation of the LigaSure™ XP Maryland meets the demands of surgery and improves performance in everyday clinical practice.
The personal assessments are complemented by authentic operating room footage, which makes the benefits of the new device visible in detail and convincingly. The result is a film that combines expert information with practical relevance, conveying medical progress in a way that is both factual and comprehensible.
The video was produced as a long version with a runtime of just over five minutes as well as additional social media snippets of around 90 seconds. This allows the content to be used flexibly across different sales and communication channels and targeted specifically at physicians and clinics worldwide.
The combination of international expertise, credible testimonials and precise clinical insights created a format that convincingly underscores Medtronic's claim as a world-leading company in healthcare technology. Following the successful first project, further joint productions by Medtronic and FUSE are already planned.