Outcomes Rocket partnered with Caitlin Mayer and the US marketing team for Medtronic's Acute Care and Monitoring division to enter the ambulatory surgery center market, using primary research, positioning, podcast and webinar production, and field enablement to move from product-level selling to a portfolio strategy that grew the business 19% in a year.
6,500 ASCs. A couple hundred sellers. The coverage math doesn't work without a strategy.
Caitlin Mayer leads the US marketing organization for Medtronic's Acute Care and Monitoring division, which sells respiratory and perioperative monitoring solutions across the hospital and post-acute settings, plus digital and connected health. She's been at Medtronic 15 years, most recently downstream with the field organization and close to customers.
The ambulatory surgery center market was the opportunity. It was also a market Medtronic could not cover the way it covers hospitals. There are roughly 6,500 ASCs in the US and Medtronic has a couple hundred sellers. Getting in required deciding which ASCs mattered, which procedures mattered, and what the pitch was once a rep walked in the door.
ASC and hospital customers were describing staffing shortages, throughput pressure, and limited access to capital budgets. A single-device conversation is binary. It either matches the problem in the room or it doesn't. Leading with the portfolio and the services around it keeps the conversation open.
Every device in the category clears FDA. Leading with clinical data puts Medtronic on the same footing as everyone else. The differentiating argument had to be workflow value and economic value.
ASCs are focused on patient throughput above almost everything else. Winning there means showing how the technology integrates into their workflow, not walking in with an individual device.
6,500 accounts and a couple hundred sellers. Without segmentation and procedure-level targeting, the field spreads thin across a market it can't serve.
Research first. Then positioning, targeting, and the channels the buyer actually uses.
Outcomes Rocket interviewed leaders across USPI, ASCA, AmSurg, and HCA to find the real needs rather than confirm an existing story. Built ASC buyer personas, a competitive assessment, and the go-to-market roadmap. Three themes rose to the top: operational and cost effectiveness, HCP satisfaction, and value beyond product outcomes. With fewer anesthesiologists available, keeping the ones you have satisfied became a purchasing consideration.
Repositioned the portfolio around workflow and economic value, with clinical data supporting rather than leading. In ASCs, the economic argument is the one that moves.
Segmented the market and narrowed to mid-size, physician-led ASCs. They hold more purchasing power and move faster. Focus tightened further to the procedure level.
The research asked ASC leaders where they get their information. The answer pointed to podcasts, webinars, and clinical studies presented inside conference panels. Outcomes Rocket built against that: the ASC Insights podcast, webinars, customer case studies, on-site activation at ASCA, quarterly anchor reports, ABM campaigns against the target list, and the enablement toolkit for sales.
"Our go-to-market strategies, in partnership with Outcomes Rocket, we're going broader but very educational. Rolling out podcasts, talking about challenges that they're facing in the ASCs, webinars, of course, digital marketing, and then creating marketing resources that our inside sales team can launch from their homes out to the market." - Caitlin Mayer, Sr. Director of US Marketing for Acute Care & Monitoring at Medtronic
19% YoY growth in the ASC space.
Episode one of ASC Insights pulled 4,972 downloads. The campaign drove 1,271 sessions at a 17% bounce rate and reached 1,153 new users. The commercial proof came next: 46 qualified profiles captured and 3 key distributor activations.
"The research that we did in collaboration with Outcomes Rocket helped us shape a go-to-market strategy that's led to 19% growth in this space last year. It's an effective strategy. We've been doing really well." - Caitlin Mayer
The market keeps moving. CMS added 500 newly covered procedures to the ASC setting in January, including complex cardiac and orthopedic cases. More complex procedures mean more demand for advanced monitoring, and a strategy that has to keep evolving with it. The research, positioning, targeting, and channel programs stay with Caitlin's team.
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