Market Positioning & Brand Messaging

Becton Dickinson

Becton Dickinson (BD), a supplier of 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, developing an approach to brand messaging that delivered a recognizable and consistent communications plan for materials across all market areas and platforms while helping to establish superiority of products in the market without directly challenging competitive businesses.

JFG produced a broad range of materials for BD through more than a decade of work together, including direct mail postcards, sales brochures, trade show booth 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.