Medtronic – Vertebral Compression Fracture (VCF) Resource Guide

Challenge

Medtronic wanted to dramatically upgrade the ability of health care professionals to diagnose VCF (Vertebral Compression Fractures), understand BKP (Balloon Kyphoplasty) as an alternative, and communicate effectively with their patients. Their secondary challenge was to reach spinal surgeons that would be completing the KP procedure and ensure those physicians have access to the latest research and procedures surrounding BKP.

Execution

The Medtronic VCF Mobile app has three user targets – healthcare providers who provide first line diagnosis of VCF, potential patients who have to make treatment choices, and surgeons who will potentially complete the Balloon Kyphoplasty procedure.

Product Features:

• • Effortless access to current research abstracts and articles
• • Video education modules
• • Offline access to procedural videos to support in-operating-room reference use

In June of 2010 the Medtronic VCF Mobile app was deployed. Medtronic believes that the sales process is the best way to raise initial awareness and training for the first-line user of the application, the health care provider who needs VCF diagnostic support, patient education materials and physician referral tools.

Results

Rapid adoption and medical professional feedback is already informing v2.0 and has triggered the development of an enhanced iPad deployment of the VCF tool. The Medtronic Kyphon division aspires to two important objectives: the increased and accurate diagnosis of VCF, and the increased ability for first-line health care providers to recommend Balloon Kyphoplasty when it is appropriate for the patient.