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— CareFusion —

Improving the Patient IV Experience

CareFusion are a world-leading manufacturer of innovative medical devices designed to improve the safety and lower the cost of healthcare.

The Challenge

The Engine Room was tasked with helping the CareFusion International team design an approach to bring their catheter insertion products to market, as a system rather than a collection of singular elements. There were challenges in the brief, not all countries have the same healthcare approach or system of products. Language is also a factor, meaning any concept had to work across many different countries and cultures.

The Difference

Having spent time with CareFusion International's clinical director and EMEA sales force our team also observed procedures in surgery to understand the products and clinical problems from all perspectives. Our creative approach focused on the clinical and patient journey. We developed a story in sequence with how the products would be used on the wards and in theatre. The Prepare, Protect, Preserve concept offered a complete IV solution to prevent CRBSIs that could be used across the EMEA target audience. Our benefits-led approach highlighted the need for 'best practice catheter maintenance' which didn't just focus on the products but also correct product training and procedures.

Our campaign approach included focused sales tools including an online sales presentation for use on iPad and laptop, printed sales literature, conference exhibition graphics and materials and tactical advertising. We also produced a training video for the CareFusion sales force to help them understand and deliver the concept effectively to their customers.

The Results

  • The Prepare, Preserve, Protect campaign was warmly received by the international sales force when it was launched. Sales of products saw a 6% uplift in across the EMEA region within the first three months.