Medtronic Conducts Surgery Demos Aboard 18-Wheelers - Event Marketer

Medtronic Conducts Surgery Demos Aboard 18-Wheelers

DB_Surgery_2007 Ex
Brand: MEDTRONIC
Agency: NATIONAL TOUR
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2007

If you’re like us, you’ve been thinking that complicated surgical procedures would be so much more interesting if only the doctors could do their thing aboard 18-wheelers. Well, at least the folks at Medtronic thought so.

The medical technology company built two mobile operating rooms for its Satellite Training Center, and used the ERs-on-wheels to show physicians, surgeons, nurses and other healthcare professionals the proper way to use various Medtronic products. The ultimate goal? A spike in sales. But to get there, Medtronic personnel set up actual surgeries using cadavers (What’d you think?) so the company could properly demonstrate Medtronic products to each attendee.

Both semis were built with three slide-outs and a lounge, restroom, surgery area, cleaning stations and storage area. We’re talkin’ fully functional, completely sanitized, state-of-the-art operating rooms here. And each traveled with a box truck, which carried supplies and refrigerators to, um, store the cadavers. (No jokes about carrying dead weight, alright?)

When it was all said and done, the two teams had traveled more than 70,000 miles, meeting with roughly 10,000 guests at 103 stops. That’s pretty healthy.

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