- Media Relations
BD is a global medical technology company that is advancing the world of health by improving medical discovery, diagnostics and the delivery of care. Seismic led BD through the launch of a market shaping campaign to raise awareness of hospital drug diversion with the goal of fostering a national dialogue around this silent contributor to the opioid epidemic.
Developed first-ever report — based on commissioned third-party survey — on healthcare drug diversion. We created a rich package of assets for external and internal channels to drive awareness, and engaged in a holistic, integrated media outreach strategy. We leveraged KOL participation and amplified the campaign across social channels and internal communications, going well beyond traditional media placements to bring this issue to light and position BD as a leader in the conversation and solution.
The discussion around drug diversion was covered by multiple national top-tier media outlets such as Modern Healthcare, CBS, NBC, FOX, Boston Herald, and Fierce Healthcare securing over 3 million impressions from media coverage alone. Social strategies reached over a million more people, and BD executives and KOLs participated in 22 news briefings on the topic.