Challenging the Traditional: Shaping the Future of Cardiology
with support from VCCP Health
Summary of work
Ralph Waldo Emerson reportedly said that if you build a better mousetrap, the world will beat a path to your door. In 2017, Edwards Lifesciences – market-leading innovators in the world of cardiology – did exactly that with the INSPIRIS RESILIA tissue valve. An inspired product designed to deliver the durability surgeons sought without the life-limiting restrictions of anticoagulants*, it represented a truly better ‘mousetrap’ with the potential to greatly improve the lives of patients.
And yet the world did not beat a path to its door.
With a complex referral pathway including numerous influential stakeholders, varying cultural dynamics across Europe, a premium price point, and a notable lack of long-term data, Edwards Lifesciences needed a new approach to reach and engage specific audiences to drive awareness and change behaviours.
Stemming from customer insight and delivered via a truly integrated approach that featured a ground-breaking programmatic media strategy, the new INSPIRIS RESILIA campaign brought unprecedented creativity and educational content to the right individual, in the right space, at the right time.
And the world responded.
The judges loved Challenging the Traditional. It was a very impressive campaign with a high level of reach and engagement. The project was well thought out, designed and executed and clearly exceeded its original estimates. It had great story telling and, importantly, showed improved outcomes and cost effectiveness.