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Baxter case

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.

Inventing the reality:

Highlight Baxter GACC's continuing commitment to the anesthesiology community with a pledge of support.

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.