Webinar: From cultural tension to campaign results: Faster, more accessible brand lift measurement in women’s health by Quirk's Media

Share This Event

About

In women's health, awareness is often the biggest barrier to treatment. Overactive bladder is one of the clearest examples of a condition that is common yet remains deeply understudied and misunderstood. In this session, Medtronic and Knit share how cultural insight shaped a direct-to-consumer approach in overactive bladder therapy and how they designed a brand lift study that measures both brand lift and product lift in one program. You will learn what it takes to make brand measurement faster and more accessible and how to connect brand outcomes to business outcomes in a category where awareness is the biggest barrier.

What you'll take away from this session:
• How to find the consumer insight that lives in the gap between lived experience and cultural representation – and why it's often your most defensible creative brief.
• How Medtronic built a repeatable brand lift measurement practice at a fraction of the traditional cost with Knit.
• How to design one study that measures brand lift and product lift simultaneously and connect the results to outcomes leadership cares about.

Featured Presenters

Eileen Rosen

Senior Director, Corporate and Consumer Marketing, Medtronic

Eileen Rosen is the senior director of consumer corporate marketing on the global corporate and communications (GCCM) team, where she leads strategy and execution for corporate and consumer marketing initiatives, including GCCM-managed consumer campaigns and advancing the function’s overall capabilities and impact. Prior to Medtronic, she led flagship consumer and pharma/biotech brands, including U.S. launch strategy and execution for the Janssen COVID-19 vaccine and stewardship of Imbruvica. Earlier in her career, she led brand strategy for OTC brands such as Tylenol, Sudafed, Visine and Benadryl, including driving Tylenol to regain the No. 1 market share during her tenure.

VIEW PROFILE

Lenna Garibian

Director, Customer Success, Knit

Lenna Garibian is a director of customer success at Knit, where she helps clients translate research into strategic business value. She brings more than 15 years of experience spanning insights, brand strategy and business growth. Prior to Knit, she held leadership roles at Suzy, Red Lantern Strategy and C Space, partnering with leading brands to understand consumer psychology and behavior to build better products, brand strategies and customer experiences. Her qualitative research background includes jobs-to-be-done methods, the study of emotion and linguistic analysis, with a particular focus on synthesis storytelling.

VIEW PROFILE

Rachel Ambrozewski

Senior Research Program Manager, Global Communications, Medtronic

Rachel Ambrozewski is the senior research program manager on the global communications team, where she leads primary research, brand health and reputation initiatives to inform strategy and decision-making. Prior to Medtronic, she led end-to-end research and analytics for health care and life sciences clients, including Genentech, Takeda, Illumina, Johnson & Johnson, Cleveland Clinic and Bayer, across FleishmanHillard, IRI and Weber Shandwick. She specializes in quantitative and qualitative methodologies, competitive intelligence and translating complex data into actionable insights and has also worked with health care institutional investors at the Family Office Exchange.

VIEW PROFILE

Cecilia Wong

Director, Global Communications and Corporate Marketing, Medtronic

Cecilia Wong is the program director on the consumer corporate marketing team, where she leads strategy and execution for integrated campaigns for direct-to-consumer pelvic health marketing. Prior to Medtronic, Cecilia led integrated media and communications strategy for consumer and health care brands such as Mars, American Pecans and Abbott at Weber Shandwick.

VIEW PROFILE