Baxter Anesthesia

Building Stronger Bonds

Reality testing: With the looming introduction of a generic competitor to its flagship inhaled anesthetic brand, Baxter’s Global Anesthesia and Critical Care (GACC) business needed to reinforce its position as a true partner to its customers in an increasingly commoditized market.

Envisioning a new reality: Take a leadership position in anesthesia. Be recognized as a company that delivers sustainable value and a full commitment to partnering with all stakeholders in the anesthesia community. Highlight Baxter GACC’s continuing commitment to the anesthesiology community with a pledge of support.

Inventing the reality: The inspiration for the graphic concept was chemistry, a science particularly near and dear to our target audience. The strength of the bonds between atoms determines a molecule’s stability—an important characteristic in anesthesia and a key differentiator for Baxter GACC’s flagship anesthetic, Suprane^®. Likewise, the bonds that characterize social and business relationships are vital to a healthcare institution’s stability—a critical component of its ability to provide high-quality care and to thrive in today’s highly competitive environment.

Brochure

Visual aid introduced corporate promotional campaign.

Timeline

Baxter’s 160 year commitment to Anesthesiology.

Convention Panels

Roll-out to multiple congresses such as ASA, AANA, and ASHP.

Preventing PONV

A presentation about postoperative nausea and vomiting prevention positioned Baxter as a problem-solver.

A Pledge of Support

A series of case studies display the company’s commitment to their patients.

Why Baxter?

Baxter’s offerings in anesthesia and network of support for customers were outlined in this presentation.

Suprane is a registered trademark of Baxter International Inc.

Baxter and Building Bonds

Reality testing: With the looming introduction of a generic competitor to its flagship inhaled anesthetic brand, Baxter’s Global Anesthesia & Critical Care business needed to reinforce its position as a true partner to its customers in an increasingly commoditized market.

Envisioning a new reality: Take a leadership position in anesthesia. Be recognized as a company that delivers sustainable value and a full commitment to partnering with all stakeholders in the anesthesia community. Highlight Baxter GACC’s continuing commitment to the anesthesiology community with a pledge of support.

Inventing the reality: The inspiration for the graphic concept was chemistry, a science particularly near and dear to our target audience. The strength of the bonds between atoms determines a molecule’s stability—an important characteristic in anesthesia and a key differentiator for Baxter GACC’s flagship anesthetic, Suprane. Likewise, the bonds that characterize social and business relationships are vital to a healthcare institution’s stability—a critical component of its ability to provide high-quality care and to thrive in today’s highly competitive environment.