BD needed to effectively re-educate healthcare professionals in proper urine collection procedures and share the benefits of their closed system. We developed a campaign that targeted materials managers, labs, emergency and nursing departments with a compelling message: “Treat urine like blood — Every patient. Every time…”

Alarming statistics and industry trends established the issues while the campaign’s design elements evoked the sense of equality for all patients.

The multi-channel campaign consisted of print and digital materials, assorted brochures, detail aids, presentations, a white paper and internal launch premiums to excite sales reps about the new campaign.

Expertise Utilized:

• Copywriting
• Brand vocabulary
• Sales materials design
• Promotional materials