34: Reaching patients directly in medtech: Insights from Medtronic's Senior Director of Global Integrated Communications, Neuromodulation, Naomi Rodiles
Marketing Beyond with Alan B. Hart · Alan B. Hart
Audio is streamed directly from the publisher (traffic.libsyn.com) as published in their RSS feed. Play Podcasts does not host this file. Rights-holders can request removal through the copyright & takedown page.
Show Notes
How do you raise awareness for complex, highly regulated medical therapies when most eligible patients do not even know it exists?
At CES 2026, Alan Hart spoke with Naomi Rodiles, senior director of Global Integrated Communications, Neuromodulation, at Medtronic, about the patient communication required to grow adoption of therapies like deep brain stimulation that can support management of movement disorders like Parkinson's. Naomi explains that the challenge is not clinical efficacy or provider trust, but rather awareness. Even proven therapies can sometimes remain invisible to patients until late in their journey. She outlines how her team is evolving from primarily health care provider-centered messaging to a multichannel, digital-first communications model designed to directly reach patients and caregivers to help them discover, understand and evaluate options earlier.
Naomi emphasizes that effective patient marketing in medtech is less about promotion and more about credible education that empowers better conversations in the clinician's office, while strengthening provider partnerships. She also shares practical leadership lessons from the transformation: design for modern consumer expectations, build integrated channel presence so information is findable when people search, and adopt AI carefully to scale content and storytelling within a regulated environment.
In this episode, you'll learn:
Why awareness, not efficacy, is often the real growth constraint for complex offerings and strategies to navigate it
Ways to win trust by prioritizing education over promotion
Practical lessons for scaling content in regulated, high-stakes categories using AI
Key highlights:
[00:00] Introduction
[01:00] Starting out at BET's Rap City
[02:15] Naomi's path to Medtronic
[02:50] The scope of Medtronic
[03:50] Medtronic's neuromodulation therapies
[05:55] Marketing life-changing solutions
[07:50] Evolving the messaging
[10:15] Lessons learned
[11:45] Symbiotic relationships with health care providers
[13:10] An experience that defines you: Falling in love with journalism
[14:40] Advice to your younger self: Be mindful of burnout
[15:05] A topic marketers need to learn more about: AI
[16:00] What are you curious about: AI for equity
[16:50] Largest potential threat to marketers today: Resisting change
[18:10] CES trends: AI becoming helpful in everyday life
Resources mentioned:
Medtronic Deep Brain Stimulation (DBS) therapy
BET's "Rap City: Tha Basement"
Follow the podcast:
Connect with Naomi Rodiles and Medtronic:
Connect with Alan Hart and Deloitte Digital: