Mower Wins Silver at Ad Age & Modern Healthcare’s Healthcare Marketing Impact Awards for ICU Medical Campaign

Mower has been honored with a Silver award for Print/Out-of-Home Campaign of the Year in the Supplier, Vendor and Pharmaceutical category at the 2025 Healthcare Marketing Impact Awards, presented by Ad Age and Modern Healthcare. The recognition celebrates Mower’s creative campaign for ICU Medical’s Plum Duo and LifeShield IV system relaunch. 

When ICU Medical acquired the Plum infusion system, it needed to overcome market skepticism and reestablish confidence among nurses, pharmacists, and IT leaders. Mower’s campaign shifted the conversation from technical specs to human impact, demonstrating how the redesigned system simplifies workflows and empowers caregivers. The human-centered creative depicted healthcare professionals in a state of calm and confidence, underscoring their essential role in delivering safe, efficient care. 

Within ten weeks of launch, the campaign generated over 3 million impressions and 11,000+ landing page visits, achieving click-through rates more than twice the healthcare industry average. The effort also drove tangible business outcomes, including thousands of marketing qualified leads, multiple sales qualified leads, and numerous product demonstrations. 

“This recognition from Ad Age and Modern Healthcare highlights the expertise of Mower’s healthcare practice and our ability to translate complex clinical and technical stories into emotionally resonant, business-driving creative,” said Mike Baron, senior vice president, creative director and healthcare specialty leader at Mower.  

“Our team understands the unique pressures and motivations of healthcare audiences, and this work for ICU Medical demonstrates how empathy and insight can drive both confidence and measurable results,” added Maggie Hooper, account director at Mower. 

Learn more about Mower’s healthcare specialty here and see the full list of 2025 Healthcare Marketing Impact Award winners here.