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As a world leader focused on improving delivery, enhancing the diagnosis of infectious diseases and cancers and advancing drug discovery, BD Biosciences (Becton, Dickinson and Company) is a medical technology company that serves a multitude of industries. From healthcare institutions to life science researchers, clinical laboratories, the pharmaceutical industry and the general public, BD Biosciences is dedicated to improving people's health throughout the world.
After learning of new lab openings, BD Biosciences wanted to make a good first impression and introduce their company to the new lab owners and employees. Working with the u-connect team, a strategy was developed to ensure the tactics used to reach these individuals would successfully introduce the BD Biosciences brand.
The campaign goals and specific details provided by company executives were essential to the development of the strategic plan. Based on the information that this was a one-on-one campaign, that BD Biosciences had explicit business needs and that the target was very specific, it was determined that the best strategic approach was to implement a PURL or personalized URL campaign in conjunction with a direct mailer. These tactics provided the opportunity to reach the target and have them opt into a program, which would help them learn more about BD Biosciences. Additionally, the inclusion of an offer on the direct mailer fulfilled the client’s needs of wanting to have an immediate response in writing.
The strategy developed by the u-connect team eventually led to the creation of the BD Biosciences “New Lab” program. On average, the response rates for this program averaged 28 to 30 percent of completed PURL prospects. Additionally, this campaign was so successful that the company has been implementing this program for over two years.