When is reputation everything? Always.
Opportunity:
An infant tragically choked to death on a syringe cap when the parents mistakenly used the wrong syringe to administer oral medication. Though not at fault, BD changed the color of the cap and packaged them separately to prevent further incidents. The company recognized that more and more non-healthcare related people are administering oral medications with minimal to no education in proper technique. BD needed to announce the change, increase awareness regarding potential hazards and emphasize proper techniques.
JFG Solution:
In response to the situation, JFG teamed with BD to develop a BD Patient Safety Awareness Campaign that was delivered to over 400,000 U.S. doctor's offices. JFG pulled together assembled resources, synthesized it into a deployable campaign and coordinated/executed it in tandem with other BD departments, BD vendors and external outlets such as the media.
The campaign established an expert advisory board comprised of key opinion leaders from top industry groups and featured testimonials and endorsed support to lend powerful credibility to the message. The campaign included a DVD showing proper techniques, educational materials, direct mail, print ads and more.
Results:
- BD named national leader in safety; credited with taking proactive approach to the situation.
- Turned the market so substantially, the competition had no alternative but to follow BD's lead.
- Since the campaign was instituted, there have been no reported incidents.
- Viewed by BD as being one of the most successful campaigns ever completed.
Testimonial:
"JFG's greatest strength lies in their ability to listen, learn, adapt and bring everything together. They know what works and they know when to bring other people to the table to achieve the ultimate goals. They were the center post in delivering this highly effective campaign. They listened and paid attention to the needs and concerns of each of our groups before taking the lead on developing an overall strategy that translated into tangible results."
Brad Noe, Manager, Technical Resources
BD Medical
