BD (Becton, Dickinson and Company) is a global medical technology company focused on improving drug delivery, enhancing the diagnosis of infectious disease and cancers, and advancing drug discovery.
The company's Lancet is a safety-engineered capillary blood sampling device that makes it safe and more convenient to check blood glucose levels. Its unique feature is that the process is pain-free.
Racepoint devised a media outreach program to educate diabetes patients in Shanghai on the benefits of the Lancet device. A group media interview was organized to target healthcare journalists. To add credibility a Chinese physician was engaged to present an independent perspective on blood sampling procedures, alternative medical technologies and current disease state trends in China.
The engagement program successfully increased levels of awareness towards Lancet's state-of-the-art technology among medical associations, patient groups, health departments, faculties of medicine and physicians. Extensive coverage was achieved in vertical market and lifestyle and consumer media.