Right to the point

To maintain a majority market share in point of care testing in the NHS, Bayer Healthcare’s Diagnostic arm needed a category boosting campaign. The ‘Right to the point’ idea reinforced Bayer’s pre-eminence in bringing diagnostic testing to the point of care in the NHS…

…We created a visual ‘point’ using a feathered circular design to frame user photographs and applied the theme across journal advertising, flyers and mailers. Designed to be easily adapted to different audiences, the campaign materials were cleverly tailored to nurses, pharmacists and trust managers.

Communication mix Advertising Direct mail