BD Biosciences: Entering a new market

BD Biosciences: Entering a new market

October 5, 2016

THE OBJECTIVE: BD Bioscience is about to enter the highly competitive single cell genomics space with a flow-based technology that is new to this market.

THE CHALLENGE: When in-house marcom resources are focused on established product lines, how can a start-up team get the expertise and resources they need to effectively compete with the gorillas?

THE RESULT:  MOD.LS was hired to act in the Marcom Director role for the product launch to craft the project plan, create the timelines, determine resource requirements/gaps, identify and recruit missing talent,  manage internal and external resources, and deliver regular project updates and performance metrics. Along with ensuring overall program excellence, MOD-LS stepped in when the agency of record failed to produce a winning launch concept.  Taking over creative, the MOD.LS team masterminded the “cell as the hero” creative concept, directed the photoshoot, oversaw the creation of the 3D icon, and managed the production of a technology animation. The descriptive cell concept was showcased in collateral, online and print advertising, and at tradeshows.

BD Biosciences
MarCom strategy, planning, program management, and creative