Stryker is a Fortune 500 medical equipment company headquartered in Kalamazoo, MI. The proposed full digital strategy includes utilizing social media platforms like Facebook and blogs, search engine marketing on Google AdWords, and developing a mobile app. The total proposed budget is $2 million over 10 years to fund these initiatives and target hospitals, doctors, nurses and other medical professionals who purchase medical equipment. The goal is to promote Stryker's new products and services while positioning the company as caring about patients' health and well-being.