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 were placed in medical journals warned of the issues with test results that came back as “unsatisfactory.”
We did a push campaign to patients to ask their doctors to use this better pap test. The insight: Women don't really like to go to the OB/GYN.
Banner ads helped women understand the reasons to ask their doctors for the more reliable BD pap smear test.
This postcard invited OB/GYNs to visit the BD tradeshow booth to learn more.
