Missing Moments: Reframing Overactive Bladder (OAB). Restoring Life’s Moments.

Overactive bladder (OAB), commonly known as incontinence, affects one in six adults over 55, yet millions quietly accept the disruption it causes as a normal part of aging. The real barrier is not awareness. It is stigma and silence.



Medtronic set out to challenge this narrative with a masterbrand campaign designed to reframe OAB from a private inconvenience to a visible life interruption and demonstrate that relief is possible.



The campaign introduced the idea of “Missing Moments.” Instead of focusing on symptoms or embarrassment, the creative dramatized the emotional cost of living with OAB. In everyday situations, people suddenly disappear mid-moment. The empty chair, unfinished sentence, or abandoned cart visually represents how the condition interrupts life.



This powerful metaphor made the invisible impact of OAB impossible to ignore while reinforcing Medtronic’s role as a partner in restoring quality of life.



The campaign launched across integrated channels, including television, terrestrial radio, paid search, paid social, influencer partnerships, earned media, and a dedicated landing page designed to capture consumer intent and guide patients toward learning more about the InterStim™ system by Medtronic, a therapy for overactive bladder.



Television and radio delivered emotional storytelling and broad awareness, while influencer activations and earned media extended the conversation through trusted voices and cultural relevance. Paid search and social captured rising interest and directed consumers to a landing page featuring educational resources, a symptom quiz, and consultation pathways.



As consumers moved deeper into the journey, lead nurture programs including email and SMS helped support and guide interested patients.



The results demonstrated that empathetic storytelling can drive measurable impact in healthcare marketing.



Within pilot markets, daily leads increased more than fourfold, and weekly lead volume rose 358 percent following launch. Brand engagement grew alongside performance, with paid search click-through rates doubling as broadcast frequency increased.



Beyond performance metrics, the campaign helped position Medtronic as an empathetic healthcare partner restoring everyday life experiences for patients.



By transforming absence into a powerful visual metaphor, the campaign challenged category conventions and proved emotionally driven brand storytelling can drive both patient engagement and meaningful business growth.