BD is one of the world’s largest medical technology companies, delivering billions of products annually and continually advancing innovations that support the healthcare industry. One of their many new product launches, the BD PosiFlush™ SafeScrub Prefilled Saline Flush Syringe introduced an integrated disinfection unit within the tip cap of their widely-used flush syringe. The advancement was designed to encourage clinician compliance with disinfection protocols while helping reduce microbial growth, all within a single, essential device.
For the product launch, a strategic approach grounded in understanding of BD’s systems, regulatory requirements and audience segmentation guided the development of a compelling campaign concept. From this foundation, the work expanded into a comprehensive suite of launch assets, clearly communicating product benefits and driving adoption. The campaign has since evolved through multiple updates, adapting to new research claims and market share increases over time.
Launch Campaign | Photography | Marketing Collateral | Website | Video
Work completed at Kick — Copy written by Kristin Pladson
