Medtronic and Human-to-Human Marketing Applied

This chapter explores Medtronic’s segmentation efforts to understand the diverse needs of different patient personas. By tailoring marketing to specific segments, Medtronic aims to enhance patient outcomes and satisfaction. It highlights the structure of Medtronic’s customer marketing team, divided into patient, healthcare professional and payer pillars, and details initiatives like psychographic segmentation and personalized customer journeys to deliver meaningful value. It also emphasizes the importance of ease of use and accessibility in Medtronic’s digital initiatives, such as self-service applications, to simplify diabetes management and improve customer experience. The following pages discuss the role of branding in shaping Medtronic’s commitment to patient care, aiming to build trust and engagement. Finally, the authors in this chapter showcase innovative H2H (human-to-human) marketing efforts in Greece and Spain, demonstrating the impact of human-centric marketing in driving innovation and value creation.