Understanding the Story:
Medtronic, the world leader in medical technology and pioneering therapies, wanted to tell the 15-year success story of the Freestyle heart valve. The goal of the concept: inspire cardiac surgeons to act, cardiologists to refer and key constituencies to believe the Freestyle valve should be considered as the number one option for patients.

Crafting and Telling the Story:
Teaming up with the Medtronic product, marketing and creative teams, Sight produced a 28-minute documentary, “Reasons to Believe,” that featured compelling interviews with surgeons and patients who related why the Freestyle valve has set a higher standard in cardiac surgery.

The production timeline was ambitious and demanding. Over the course of six weeks, the Sight and Medtronic teams traveled around the country, recording the experiences of practitioners who pioneered the development and use of the valve, and patients who reaped the life-changing benefits of the device.

The Story’s Impact:
The documentary made its debut at the Society of Thoracic Surgeon (STS) conference in San Francisco, and prompted the following comments from Medtronic:

“Your professionalism throughout the project — from initial proposal to meeting customers to creative production – was best-in-class. The quality and sophistication of the end product sets a higher standard for us, and we are proud of that. You delivered what you promised.”

Elements of the video and excerpts of interviews will be used in an ongoing marketing communications campaign that will be targeted at cardiologists and surgeons.

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