The IV Fluids team engaged my team to create a breakthrough consideration campaign to retain their current customer base and acquire new business. Baxter was still the leader in the IV Solutions market at the time, however, global supply challenges, prior allocation issues, aggressive competitor marketing tactics, and new competition all posed threats.
The business objective was to reinforce Baxter’s market leadership by restoring customer confidence. To change our customer’s perceptions of the brand by communicating Baxter’s investments, achievements and differentiators across four key messaging pillars: manufacturing, distribution, supply and our product portfolio.
The request was that the campaign had to be breakthrough and hard-hitting, it had to resonate with the field teams, it needed to have an emotional connection to invoke an emotional response, and that it needed to be a scalable platform to support multi-channel marketing activities and activations.
Our primary audience were supply chain and pharmaceutical leaders, and decision makers within the hospital system, and the nursing staff secondarily.
Campaign_Message Framework
Campaign_Manifesto
LifeLine™
Every moment of every day, patients’ lives rely on a thin line. This line is critical and unwavering, just at the dedication that you you have for your patients. This line must be there when you need it. At Baxter, we recognize this and we are proud to be the lifeline of the IV Fluids market – no one invests more, no one innovates more, and no one delivers like we do. Because when patients’ lives are on the line, you can feel confident in knowing you are not alone in the most critical times — that you always have a lifeline.
Always There
Digital Campaign
Campaign Video
Video Storyboard
Digital_Website
Social Content
Portable Exhibit
Typography
Color Palette
Photoplan
