MUSE Silver

2022

Intersection of Critical Health

Entrant Company

Audacity Health

Category

Advertising - COVID-19-Related

Client's Name

Becton Dickinson

Country / Region

United States

At the height of the pandemic in the fall of 2020, hospital intensive care units (ICUs) and emergency rooms (ERs) were overwhelmed by the extreme influx of patients. With limited staff and resources to meet this demand, these care teams needed to quickly determine 1) which COVID-19 positive patients should be prioritized for hospital admittance due to increased risk for severe adverse effects, and 2) which could be sent home to recovery. For example, COVID-19 patients with lymphopenia (a disorder in which their blood lacks enough white blood cells called lymphocytes) often exhibit significant decreases in T-cell counts. T-cells are a type of lymphocyte that research indicates are critical to mitigating the severity of COVID-19. Becton Dickinson (BD), one of the largest global medical technology companies in the world, recognized an opportunity to leverage one of their existing tests to address this burgeoning need for COVID patient risk stratification. Healthcare providers could use the BD Multitest™ 6-Color TBNK Reagent with BD Trucount™ Tubes quantify T-cells to quickly stratify which patients would be more likely to have severe or complicated cases and admit them immediately. BD is committed to advancing the world of health™ and supporting the heroes on the frontlines of healthcare; these tests help save time and resources for an already overburdened healthcare system. What’s more, these insights reassured care professionals in their decisions to send lower-risk patients home, alleviating a few stressors during a time of immense pressure. BD wanted to drive global awareness for this test and emphasize their dedication to supporting care providers and the patients they serve. The concept conveys how care professionals live at the intersection of critical health decisions, and BD lives at the intersections of solutions that can facilitate those decisions. Thus, BD was able to demonstrate its commitment, to support better healthcare globally, especially at the most critical of times.

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