2014 Silver Pharmaceutical

Client A Division of Johnson and Johnson - Ethicon BioPatch

How did the campaign make a difference? Over 18,000 people get a catheterrelated blood stream infection (CRBSI) in the UK each year – with 60% of infections coming from the patient’s own skin. A large percentage of these could be mitigated by using the BioPatch product as part of their line care bundle.

This animated “Win the War Against Infection” training video highlighted the real cost to NHS Trusts of CRBSIs and enabled the BioPatch sales force to use their limited time to sell the benefits of the product to key decision makers.

It also improved the way nurses are trained, with animated video now adopted as standard for training infection nurses in two NHS Trusts.

Strategy Territory Managers are given limited time with NHS Trust staff – often within a busy A&E environment. The TM’s normal route in would be to work with Senior Infection Nurses to sell in the benefits of the BioPatch range of products – with much of this limited time taken up by training the infection nurses to apply the product.

The strategy was to streamline the sales literature into a concise, factual story backed up with proven clinical evidence from clinical trials. This meant it could be presented to a non-specialist procurement or senior decisionmaker quickly and effectively.

A full scale Pixar-style animation took over training duties from the TMs in a way that would both educate and entertain its targeted audience.

Creativity The key campaign graphic had to match our bold headline, “Win the War Against Infection”. With a simple but striking close-up shot of a Nurse applying camouflage paint with her gloved fingers, the image formed an integral part of the strategy and was used across all media for a consistent look.

Many medical product videos are quite dull and not at all engaging, the campaign turned the BioPatch story into a factual but fun animated video featuring an infection nurse, Sophie, to show trainees how infections start and how BioPatch can help reduce them. The video also demonstrated how to apply the BioPatch, solving a major obstacle to adoption.

Results The finished animation is in use throughout two NHS trusts, where it has become part of their internal training, and loaded onto 50 video folders which have been loaned out to hospitals.

Competitions have helped to incentivise wards to train all of their nursing staff quickly and comprehensively.

The campaign successfully turned the BioPatch’s traditional approach into a dynamic-looking campaign – and increasd their market share from 2% to 24%.