Case Study: Medtronic achieves 89% response rate and 50% kit-to-opportunity conversion with PFL's Tactile Marketing Automation

Bridging the Gap from Digital Outreach to Human Engagement with Medtronic Vital Sync

Medtronic faced the challenge of launching its Vital Sync™ Health Informatics and Monitoring solution to large hospital purchasing committees whose roles and buying intent weren’t clear from titles alone. Manager Todd McMurtrey needed a way to personalize outreach at scale, build trust with multiple personas, and bridge digital engagement to real conversations using PFL’s Tactile Marketing Automation (TMA).

McMurtrey built a “Sorting Hat” engagement-scoring engine in Oracle Eloqua and integrated PFL’s TMA to trigger personalized physical kits and follow-up emails, making outreach feel conversational. The PFL-enabled program drove an 89% response rate per kit, nearly a 50% kit-to-opportunity conversion rate, exceeded revenue contribution goals by over 180%, and hit an annual opportunity target in seven months.

Medtronic

Todd McMurtrey

Global Marketing Operations