Rebuilding Trust Without the Usual Proof
Creative Direction
Brand Strategy | Messaging | Art Direction
The Client
B. Braun Medical is a global leader in medical technology and safety, partnering with healthcare providers to improve outcomes across pharmacy, oncology, and clinical care.
Well, there’s your problem
The Crux
Since 1984, B. Braun had led the global market in Regional Anesthesia. But after years without refreshed marketing, updated collateral, or visible advocacy from key opinion leaders (KOLs), customers started to question the claim.
Worse still, B. Braun’s once-strong relationships with top clinical voices had gone quiet. In a specialty where trust drives buying decisions, the absence of social proof left a critical gap. Competitors had caught up and, in some cases, appeared to be pulling ahead.
The kicker?
To maintain leadership, the brand needed a way to reassert authority in a skeptical market, without relying on traditional testimonials.
Turning the Absence into the Insight
The Strategy
With no KOLs to spotlight, the campaign flipped the script. Instead of leading with endorsements, it could lead with empathy. A bold new message leaned into the pain points of clinicians themselves, validating their frustrations and reigniting interest through honesty and understanding.
The result: a campaign centered on an “Anti-KOL” approach. Instead of promising easy answers, it opened the conversation by acknowledging what providers were already feeling, then positioning B. Braun as the brand ready to meet them where they are.
Creative development was deeply collaborative, with product leadership, market research, and MARCOM aligning around the shift in tone. Original photography, casting, and art direction gave the campaign a fresh, authentic look across channels while high-impact media placements extended reach. The campaign rebuilt awareness and helped drive qualified leads, restoring confidence in
B. Braun’s leadership in Regional Anesthesia.
Bringing it to Life
Creative development was deeply collaborative, with product leadership, market research, and MARCOM aligning around the shift in tone. Original photography, casting, and art direction gave the campaign a fresh, authentic look across channels while high-impact media placements extended reach. The campaign rebuilt awareness and helped drive qualified leads, restoring confidence in B. Braun’s leadership in Regional Anesthesia.
