BD Diagnostics pioneered a better pap smear system that truly would detect cervical cancers at much higher rates than the traditional wand-scrape method employed by most doctors. This campaign was a push-pull to educate doctors to ask for and push their labs to get the new equipment needed to read the tests and to educate women patients on the problem with the current testing methods.
Ads targeted to OBGYNs and placed in medical journals warned of the issues with test results that came back as "unsatisfactory".
This ad targeted women so they would ask their doctors for this new pap test that was able to identify cancer at a much higher rate than current tests.
Two banner ads that would help women understand the reasons to ask their doctors for the more reliable BD pap smear test.
This postcard was sent to doctors who were attending a trade show to come by the BD booth to learn more.