Medtronic: Missing Moments. Reframing Overactive Bladder (OAB) and Redefining Results.
Overactive bladder (OAB) affects one in six adults over the age of 55. However, millions of potential patients quietly accept the condition as an inevitable, normal part of aging rather than a treatable medical issue. Medtronic’s primary barrier was not a lack of product awareness but the social stigma surrounding this condition, which prevents sufferers from discussing their symptoms or seeking medical solutions.
What we did
Egami launched the “Missing Moments” campaign using a visual metaphor of sudden disappearance to highlight emotional impact rather than symptoms. The integrated, multi-channel strategy aimed to destigmatize OAB and guide patients toward Medtronic’s InterStim™ therapy system.
Instead of focusing on symptoms, the creative dramatized the emotional cost of living with OAB by showcasing everyday situations where people disappear mid-moment – a powerful metaphor making the impact of OAB impossible to ignore while reinforcing Medtronic’s role as a partner in restoring quality of life.
The campaign launched across integrated channels, including TV, terrestrial radio, paid search, paid social, influencer partnerships, earned media, email/SMS, and through a dedicated landing page, each delivering emotional storytelling.
The impact
Within pilot markets, daily leads to Medtronic’s website increased more than fourfold, and weekly lead volume rose 358% following the launch. Brand engagement grew alongside performance, with paid search click-through rates doubling as broadcast frequency increased. Beyond performance metrics, the campaign helped position Medtronic as an empathetic healthcare partner restoring everyday life experiences for patients.
The award-winning campaign challenged category conventions and proved that emotionally driven brand storytelling can drive both patient engagement and meaningful business growth. Egami Group and Medtronic earned two Platinum Titan Health Award for this important work, which drove exceptional product discovery, successfully elevated the OAB category, and significantly strengthened Medtronic’s master brand equity.
