Agency Updates, Life Sciences

MERGE Campaign Highlights Impact of B. Braun Medical’s $1B Investment to Alleviate IV Fluid Shortages

Solutions For Life communicates B. Braun manufacturing capacity investments and leadership in the wake of dangerous IV fluid shortages to protect patients and elevate awareness with top Healthcare decision makers.

PUBLISHED: 8/15/2019

B Braun campaign

MERGE, a creative, strategy and technology company is partnering with B. Braun Medical Inc., a leader in infusion therapy and pain management on the Solutions For Life omnichannel campaign to address IV fluid shortages that have plagued the U.S. healthcare system in recent years. The campaign kickoff event in Washington, D.C. featured remarks by U.S. Senators Rick Scott (R-FL) and Pat Toomey (R-PA), B. Braun Medical CEO and Chairman Caroll H. Neubauer, and a panel discussion with major leadership stakeholders from across the healthcare industry.



“This is more than a campaign or corporate investment. It’s simply the right thing to do. We’re part of a global, 180 year-old, family-owned company that is focused on long-term solutions to help change healthcare for the better. This initiative will help ensure a consistent supply of IV fluids, with the goal of ending IV fluid shortages for good.”

Rob Albert, Chief Marketing Officer at B. Braun Medical

The Solutions For Life message platform includes stories of new, expanded and modernized production facilities in the United States, redundant supply chains that include FDA approved IV solutions from Europe, and the only full line of IV solution products free of PVC and DEHP.



“They have a great story and it’s time it is told to broader audiences. With Solutions for Life, we are employing a cause marketing approach because B. Braun Medical is taking a leadership position in addressing the chronic US IV fluid shortages, and inviting others to join in.”

Rob Albert, Chief Marketing Officer at B. Braun Medical

Added MERGE Boston Chief Creative Officer Bob Minihan: “In hospitals across America, IV fluids are a lot like air. Nobody notices them until they’re not there. In recent years, things like hurricanes and heavy flu seasons have contributed to major shortages. These are literally life-saving fluids. We’re proud to be working with a client with this level of commitment.”


Media channels include industry and PR events, video and social media content along with print and digital messages designed to reach and raise awareness of B. Braun Medical with clinicians and senior and C-Level decision makers at U.S. hospitals, outpatient settings and other care institutions.


About MERGE:

MERGE is a premium creative, marketing and technology company that helps clients emerge as category leaders by creating superior experiences. With offices in Chicago, Boston and Atlanta, MERGE offers full-service expertise and capabilities—including creative, experience design, media and contact planning, analytics and insights, integrated marketing, PR, and technology platform development—to deliver best-in-class work to our client partners in today’s complex digital landscape. MERGE’s client roster includes AIG, James Hardie, B Braun Medical, Indiana University Health Systems, Marco’s Pizza, Land O’Frost, Advocate Health Care, Cardinal Health, Harley-Davidson, Sloan Kettering, and several Blue Cross Blue Shield companies across the country.


About B.Braun:

B. Braun Medical Inc., a leader in infusion therapy and pain management, develops, manufactures, and markets innovative medical products and services to the healthcare industry. Other key product areas include nutrition, dialysis, pharmacy admixture devices, ostomy care and wound care. The company is committed to eliminating preventable treatment errors and enhancing patient, clinician and environmental safety. B. Braun Medical is headquartered in Bethlehem, Pa., and is part of the B. Braun Group of Companies in the U.S., which includes B. Braun Interventional Systems, Aesculap® and CAPS®.


Globally, the B. Braun Group of Companies employs more than 63,000 employees in 64 countries. Guided by its Sharing Expertise® philosophy, B. Braun continuously exchanges knowledge with customers, partners and clinicians to address the critical issues of improving care and lowering costs. To learn more about B. Braun Medical, visit