Cause Marketing With Impact

Challenge

Recent drug shortages have created a healthcare delivery crisis in the US Care Health System. The problem has become so bad that shortages have reached mainstream awareness. As a result, Hospital Administrators were searching for partners who could provide a reliable supply.

Our research demonstrated that B. Braun lacked awareness with healthcare decision makers which was negatively impacting their Net Promoter Score. MERGE’s proprietary Healthcare Trust Research demonstrated that both Clinicians and Hospital Administrators’ trust and intent to purchase were directly correlated with a perception of a company’s benevolence, which is a belief that the company acts in the best interest of its customers and patients.

Further, the research demonstrated that awareness was also directly correlated with the intent to purchase and NPS.

Outcome

We created a strategy which attaches a brand marketing campaign to the high awareness of the IV drug-shortage crisis. We took a cause marketing approach, positioning B. Braun as an industry leader collaborating with government and healthcare leadership to solve real problems that impact the effective delivery of care. As a privately held, family owned company B Braun has made a $1 billion commitment to solving the US drug-shortage crisis. 

In Summer 2019, we launched a paid, earned, and owned media campaign with a kickoff event in Washington, D.C. Media channels included 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.

The event featured remarks by U.S. Senators Rick Scott and Pat Toomey, B. Braun Medical CEO and Chairman Caroll H. Neubauer, and a panel discussion with major leadership stakeholders from across the healthcare industry. 

Results

• All earned media was positive and included key message pull through
• Coverage was diversified across local, trade, national and business media outlets