BD PhaSeal pioneered the category of closed-system drug transfer devices (CSTDs) – an innovation to help protect healthcare workers from exposure to hazardous drugs. But the long-time market leader had started to lose market share and was no longer top of mind. So we collaborated with BD to conduct extensive customer research. Through workshops, interviews, surveys and a competitive audit, we uncovered the insights to humanize the safety impact of BD PhaSeal. Our resulting integrated campaign across advertising, tradeshows, sales and digital turned the focus from product to people: the heroic nurses and pharmacists who handle hazardous drugs every day. BD PhaSeal continues to be the market leader, and we’re now helping BD to launch its newest generation.