Abbott
Medical & Brand Journalism Videos
We partnered with Fingerpaint Marketing to produce a series of deeply human, emotionally resonant patient video stories and testimonials for Abbott Cardiovascular, a leader in life‑changing medical device technology and solutions for cardiovascular conditions. This project took us across New York, Arizona, and California, capturing real experiences that meant something to patients, clinicians, and the Abbott brand alike.
How do human experiences connect you with your audience?
Results:
1. Elevated brand awareness for Abbott Cardiovascular.
2. Provided valuable, meaningful videos that support patient understanding and clinician engagement.
3. Resonated strongly with a niche audience of patients and specialists, creating deeper trust and engagement within the cardiovascular community.
4. Featured video content for the Abbott Cardiovascular website, Abbott YouTube channel, and partner digital platforms.
Challenge:
Abbott’s vision wasn’t to make another standard product video; they wanted authentic voices telling authentic stories. The goal was to elevate complex medical innovations through genuinely relatable patient experience, transcending traditional marketing to resonate at a human level.
Solution:
We worked collaboratively with Abbott and Fingerpaint to deliver video assets rooted in brand journalism principles, stories told from the perspective of impact, not features. Our team:
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Traveled to New York City, San Francisco, and Phoenix for on‑location interviews.
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Conducted full‑service production from pre to post, including post‑production editing aligned to Abbott’s brand guidelines.
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Translated precise medical subject matter into compelling, human narratives that stayed true to each individual’s journey.
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Collaborated with multiple stakeholders, from executives and doctors to patients, to shape stories that carried meaning and authenticity.
Do you want to gain clarity to serve your customers better?
Christine’s Story - Abbott Cardiovascular Amplatzer™ PFO Occluder Patient
Tim's Story - Abbott Cardiovascular - Confidence in Amplatzer™ PFO Occluder
Abbott Brand Journalism Video
