Becton, Dickinson & Company - Becton, Dickinson & Company
The CompanyBecton, Dickinson and Company is a leading global medical technology company that provides services to healthcare institutions, life science researchers, clinical laboratories, pharmaceutical industry and the general public.
The Task
BD engaged Addison Whitney with the desire to evaluate its Petri dish positioning. After undergoing a series of acquisitions and the addition of many new products to its Petri Dish portfolio, BD realized the need to reassess its offerings and target audience needs. BD turned to Addison Whitney to assess its target audience and determine a more compelling point of competitive differentiation for all of its Petri dish products.
The Addison Whitney Solution
Brand Strategy
Addison Whitney utilized the 4-D Process to assess the Petri dish product line and recommend the most compelling and sustainable solution through external, internal and competitive research. Addison Whitney facilitated many interactive discussions and performed opportunity and risk analysis to determine the best position and messaging for the product. Addison Whitney found that the target audience groups were looking for a way of tracking the Petri dish products. They were most interested in information management and a robust technological tracking system that would provide them with the liability insurance they needed to securely and successfully use the Petri dish products.
BD already had the industry leading information technology system in place, but it had not capitalized on this advantage. By implementing the recommended positioning, BD has more than doubled its Petri dish revenues.
« BACK TO EXPERIENCE
