Cross-channel DTC advertising has traditionally been deployed by the pharmaceutical industry. However, with the consumerization of healthcare initiated by the digitally-savvy, always-on patient, the adoption of this medium by medical device manufacturers is now at the forefront of patient engagement and activation strategies. Abbott, Real Chemistry and Swoop discuss how Abbott opened direct dialogue with over 6.5 million consumers about a cardiovascular disease with which most are not familiar, educated them about an innovative device that could effectively remedy their condition, as well as enabled them to become active participants in their diagnostic and treatment journey to create better outcomes.