BD Medical manufacture pen needles which fit on to diabetes pens. They only make needles, but their products fit all competitor pen devices, which gives them a distinct advantage.
BD’s need was to improve awareness and increase use of its products across a complex and diverse audience, from young users to Healthcare Professionals, as well as encourage users to switch from competitor brands.
Just as important was communicating how to use the needles properly and how to manage diabetes.
InTouch identified the need to talk to each audience differently, using a combination of direct mail for professionals and a whole new range of patient-friendly literature.
The new ‘positive choice’ campaign put a human face to BD’s ‘injection technique specialist’ positioning, The results speak for themselves: a range of colourful, informative, clear and positive literature which helps all patients to understand their diabetes so that they can live life to the full.
BD’s need was to improve awareness and increase use of its products across a complex and diverse audience, from young users to Healthcare Professionals, as well as encourage users to switch from competitor brands.
Just as important was communicating how to use the needles properly and how to manage diabetes.
InTouch identified the need to talk to each audience differently, using a combination of direct mail for professionals and a whole new range of patient-friendly literature.
The new ‘positive choice’ campaign put a human face to BD’s ‘injection technique specialist’ positioning, The results speak for themselves: a range of colourful, informative, clear and positive literature which helps all patients to understand their diabetes so that they can live life to the full.
