Over the past ten years of working with Becton Dickinson (BD), a global medical device company, Cogora’s success in delivering innovative and impactful education to healthcare professionals has led us to work with multiple BD business units.
Becton Dickinson
Objectives
To support Becton Dickinson’s strategic ambition to position itself as the preferred industry partner in patient and healthcare worker safety, whilst simultaneously supporting product-level medical education and customer engagement objectives.
Our approach
Via our broad knowledge of Becton Dickinson’s target customer groups and the key stakeholders in patient safety – knowledge derived from the healthcare communities served by our media brands and over 30 years of experience in healthcare marketing services – we develop insight gathering approaches designed to inform development of BD materials, resources, and campaigns.
This knowledge of what healthcare professionals want and how they think, allows us to then communicate effectively with the target audience, designing and delivering solutions that are both compelling and competitive.
In the last 10 years we’ve helped Becton Dickinson to engage healthcare professionals across the globe including:
- Senior Hospital Management (CEOs, CFOs)
- Hospital Pharmacists
- Anaesthetists
- Critical Care Specialists
- Oncologists
- Nurse Specialists
- Biomedical Engineers
- Paediatricians and Neonatologists
- Homecare specialists
- Interventional Surgeons
- Vascular Access specialists
- Nephrologists
- Pulmonologists
- Clinical Pathologists and Central Laboratory Personnel
- Infection Prevention
- Urologists
- CROs and Research Laboratories
Based on evidenced healthcare professional needs and preferences, selected educational and communications activities we’ve delivered include:
- Healthcare professional education: webinars, Centre of Excellence and preceptorship clinical training programmes, scientific slide deck development, education days, and website platforms/development
- Bespoke content/resource development: animated explainer videos, KOL taking heads, interactive digital care pathways, expert opinion pieces, and evidence compendia (clinical and economic)
- Communications: targeted customer emails, blog writing, and webinar support
Outcome
We continue to work as one of Becton Dickinson’s preferred agencies, assisting medical/clinical affairs and product marketing teams at Global, EMEA and country affiliate levels as well supporting cross-divisional business critical strategies.
Our team includes specialists in medical writing, design, development, data, marketing, digital and account management means that unlike other agencies, we have all that expertise in house. We use that advantage to ensure our clients projects are timely, successful and cost effective.