Mandate

Deciding on what campaign strategy to employ for a B2B Corporate Brand begins with a thorough understanding of the core USPs of each of the products and services it delivers. It is essential to identify a commonality among all offerings – a commonality that will serve as the cornerstone of all its communications. The BD Patient Safety serial ad campaign, which combined products and solutions from Preanalytical Systems, Medical Surgical Systems and Diagnostic Systems, leverages the emotional context of safety, urging their target group to choose the right safety products for their patients.