BD Diagnostics pioneered an improved Pap smear system that detected cervical cancer at significantly higher rates than the traditional wand-scrape method.
The campaign used a push–pull strategy: educating physicians to request the new technology and advocate for updated lab equipment, while also informing women about the limitations of existing testing methods and empowering them to ask for better care.
The campaign used a push–pull strategy: educating physicians to request the new technology and advocate for updated lab equipment, while also informing women about the limitations of existing testing methods and empowering them to ask for better care.
Ads targeted to OB-GYNs ran in medical journals, highlighting the risks and limitations of test results labeled “unsatisfactory.”
We also ran a patient-facing push campaign encouraging women to ask their doctors for the improved Pap test—grounded in the insight that OB/GYN visits are often uncomfortable and avoided, making trust and reassurance critical.
Banner ads educated women on why to ask their doctors for the more reliable BD Pap smear test.
This postcard invited OB/GYNs to visit the BD trade-show booth to learn more. Visually, we used a ransom-letter–style design to underscore the message: outdated testing methods were effectively holding patient safety hostage.
