Healthcare Marketing Impact Awards
Silver award for Integrated campaign
Supplier/Vendor/Pharma, Minneapolis , MN
Medela Sonata Launch
Medela, the world's leading breast pump provider, has faced some significant challenges in recent years. Purchasing patterns for health and wellness products have shifted as clinicians and payers take a larger role in guiding consumers. Awareness of the importance of breastfeeding has motivated 95% of today's expectant moms to indicate they plan to breastfeed. And under the Affordable Care Act, moms can get a breast pump for free. The new market dynamic created an opportunity for Medela to educate consumers and professionals to understand this change. The resulting "Through it All" brand campaign helped Medela reconnect with millennial moms and their families in new ways, and laid the groundwork for its first product launch in eight years.