Create a video to support an ad for C. difficile that shows that accurate detection can help stop the spread of deadly infections.
Approach
Sales reps from our competitors were providing inaccurate information to customers indicating that our test was too accurate as it provided too many positives. The challenge was to illustrate that knowing if a patient is colonized but does not have active infection is vital to be able to accurately plan treatment and isolation needs.
Results
The video was developed from our Failure to Detect ad which used a commonly identifiable image (speak, see and hear no evil) that would grab attention and explain the issue. Basically the message was “Do not ignore the evil”.
