Market Positioning & Brand Messaging

Becton Dickinson

Becton Dickinson (BD) is a global leader in medical equipment, instruments and disposable supplies, offering products to hospitals, clinics, veterinary facilities and more. BD and JFG worked together on a number of different campaigns for over a decade. JFG developed an approach to brand messaging that delivered a recognizable and consistent communications across all market areas and platforms, helping to establish superiority of BD’s products in the market.

JFG produced a broad range of materials for BD, including direct mail postcards, sales brochures, trade show materials, magazine and newspaper advertisements, digital graphics and more. These collateral items helped to increase BD’s overall visibility among medical customers and increase brand awareness and product offerings among consumer groups. Today BD stands as one of the top medical equipment companies in the world and stands among the businesses counted in the Fortune 500.