Medtronic to Market the Prestige Disc to Hispanics
BY LAUREN UZDIENSKI, SEPTEMBER 5, 2007
Following recent FDA approval of its Prestige artificial cervical disc, Medtronic announced the launch of a new advertising campaign aimed at Hispanics. The campaign, which was announced in a press release, features a Spanish-language website.
In the press release, Dr. Todd Lanman, Chief of Neurosurgery at L.A.'s Century City Doctors Hospital, described how his patients could benefit from the Prestige and Medtronic's outreach: "Many Hispanic workers that come to me are in labor-intensive positions and neck problems can jeopardize their jobs."
The Spanish-language campaign marks a new phase in direct-to-consumer marketing for the company. It also echoes efforts elsewhere in the industry to connect with new market segments, as with gender-specific devices drawing female patients.
