From cultural tension to campaign results: Faster, more accessible brand lift measurement in women’s health
Editor's note: This article is an automated speech-to-text transcription, edited lightly for clarity. For the full session, please watch the recording.
Health care is becoming a larger part of the CPG world. From Apple Watches to Fitbits, many consumers have the ability to gain more data on their health, which causes more understanding.
In this Quirk’s Virtual – The Changing Consumer series from March 25, 2026, Medtronic and Knit walk through a research project they conducted together. Lenna Garibian, director, customer success at Knit, Eileen Rosen, senior director, corporate and consumer marketing at Medtronic and Rachel Ambrozewski, senior research program manager, global communications at Medtronic, shared insights into overactive bladder disorders in women and how culture effects how this health issue is seen.
Session transcript
Joe Rydholm
Hi everybody, and welcome to our session, “From cultural attention to campaign results: Faster, more accessible brand lift measurement in women's health.”
I'm Quirk's Editor, Joe Rydholm, and before we get started today, let's quickly over the ways you can participate in today's discussion.
You can use the chat tab to interact with other attendees during the session, and you can use a Q&A tab to submit questions for the presenters during the session, and we'll answer as many as we have time for during the Q&A portion at the end.
Our session today is presented by Knit. Lenna, take it away.
Lenna Garibian
Thank you. Welcome everybody. I'm so glad you're here.
I am Lenna Garibian. I'm director of customer success here at Knit, and I'm going to be helping to moderate the session today.
I'm joined by my colleagues from Medtronic. I have Rachel from the Medtronic insights team, and Eileen Rosen from Medtronic's corporate marketing team. With us as well on the line is Cecilia Wong, who's actually not going to be presenting today.
Before we get started, we're going to do a quick round of introductions, and then let me tell you a little bit of what we're going to do.
Today, we're going to spend about 20 minutes talking about a campaign that was based on a central question. Can a single message actually deliver lift, both at the brand level and at the product level?
The hypothesis going into this campaign was that you don't have to choose between the two. So, it's a fascinating campaign that we're going to be talking about.
Before we get to the details of that, as I mentioned, we're going to do some introductions, and then the Medtronic team is going to take us through the lay of the land, set the stage with the broader context of the patient experience and then we will get into the details of the campaign.
As I mentioned, I'm Lenna here at Knit. My role is to lead the Medtronic partnership. So, my job here at the company is to really make sure that the Medtronic team gets the most value from their partnership and help our research teams deliver work that's meaningful and map to business decisions.
So, anyway, again, thank you for being here. And let me pass over to Eileen.
Eileen Rosen
Hi, everybody.
Thank you so much for having me today. I think whenever people talk about consumer marketing, they often think about it through consumer-packaged goods or lifestyle brands, but there's a role for health care companies to be playing in the direct-to-consumer space. And this really goes back the last couple of decades. There's some broader consumer trends that have been evolving over the years that have really brought us to where we are today, where Medtronic, MedTech or life sciences would be entering the conversation.
A couple decades ago, high-deductible plans became the norm. And when that happens, patients or consumers are exposed to the cash price of their health care. And that automatically makes you more discerning and ensures that patients really want to know, "What exactly am I paying for? What are the different care options that I have? "
That on top of the accessibility of the internet now with large language models, patients are a lot more educated about their own need states and their options than they ever were before.
You also have this intersection between technology and health care really coming to the forefront with wearables.
Now we have glucose monitors. There were always Apple watches and Fitbits. Data is becoming much more accessible as well, and patients are becoming more fluent at understanding that data.
So, those are the broader contexts of making it a really ripe environment for health care brands to enter into the conversation and say, "We understand what you're going through. We understand this need state, and we are the expert that can help you answer it.”
So, from a female health care condition, the one that we're going to talk about here is the overactive bladder condition. There was a very clear cultural tension that we identified very early on.
Just to provide some context, pelvic health or overactive bladder care is a marquee portfolio for Medtronic. We have heavy hitter products that deliver strongly for our business, and it's important that we continue to nurture that business.
So, overactive bladder, it's often addressed in the cultural zeitgeist as a female condition, even though it affects both males and female. It's often considered a female condition. And everybody understands from a clinical perspective, female conditions are chronically underfunded.
The overactive bladder category itself is incredibly prevalent. I think that one in 12 adults will inevitably suffer from some symptoms of overactive bladder. And yet, in culture, when we do social listening exercises, the actual conversation in social media is really in satire, meaning it's like Wanda Sykes, poking fun at people who have leaks or incontinence, or it appears in an SNL sketch.