The results are in the mail.
Opportunity:
Due to the nature of BD's far-reaching product line and industry penetration, there are many audiences that BD needs to stay in contact with. From distributors and hospitals, to clinicians, physicians and more, BD needs to engage audiences by remaining top of mind as the leader in medical technology solutions – around the globe, and on a personal level.
JFG Solution:
Be it through special offers or messaging that connects with diverse customer audiences, JFG works with BD to develop highly effective promotional direct mail campaigns throughout the year, for multiple divisions of BD. Featured mailers include:
- BD “Values” Campaign – sent to physicians' offices. Included a special product offer. Reinforced the core values shared by BD & physicians and importance of safety, ease with patients and reliability.
- Flu 2009 Mailers – sent to customers advising preparedness in advance of what would become the pandemic flu season. Reinforced that BD was a long-term, experienced partner standing by physicians, pharmacists and clinicians. Included a special offer.
- Celebrate “10 With 20” – sent to hospitals with a special 20% discount offer in celebration of the 10-year anniversary of the signing of historic needlestick legislation. Focused on the humanistic approach to care and core values.
- V.I.P. Program – sent exclusively to bring customers back to BD. Designed to make each recipient feel they were part of an exclusive, truly important group. Included a special offer.
Results:
- The 2009 flu season was difficult for everyone in the vaccine delivery system. Although BD was not alone in facing supply challenges, the message was sent that BD was a proactive partner ready to assist customers.
- Early indications for the other featured mail campaigns revealed successful conversion rates.
Testimonial:
"I have worked successfully with JFG and its core leadership team for a number of years. Their responsiveness - to our goals, our audiences and our challenges - is always equaled by their enthusiasm, understanding and above all results delivered on time and on budget, no matter the deadline. And that's why we keep going back to them."
Donna Karcher, Communications Manager
BD Medical
