Moving the Message Beyond Product and Price
Creative Direction
Messaging | Art Direction | Brand Strategy
The Client
B. Braun Medical is a global leader in medical technology, offering trusted solutions across hospital systems, surgical care, and anesthesia.
Well, there’s your problem
The Crux
Outpatient markets (OPM) were key to B. Braun’s growth strategy. But there was a perception problem: many saw them as just a manufacturer, not a strategic partner.
From surgery centers and oncology clinics to the VA and Indian Health Services, audiences were broad, segmented, and complex. Each had different priorities, and most were focused on clinical outcomes, operational efficiency, and cost—not product features.
The OPM sales team needed a flexible way to communicate value across market segments that adapted to account-specific needs, all while shifting the conversation from specs and pricing to outcomes and partnership.
Helping Sales Sell Through Story
The Strategy
Instead of pushing more materials, the approach centered on a clear, unified brand narrative that connected across audiences. A high-level story was developed to highlight the bigger-picture value, allowing reps to tailor the message without losing consistency.
A flexible pocket-folder system gave sales teams the ability to adapt based on who they were speaking to, layering in relevant brochures, clinical sell sheets, or product info as needed. A digital version supported remote presentations, ensuring the message traveled wherever sales needed it.
From Specs to Story
To make this shift work, discovery sessions were held with product directors to integrate value props into a single, cohesive message. Sales training reinforced how to lead with the story, build trust, and position B. Braun as a long-term partner, not just a vendor.
