360° Guide to Marketing Strategy of BD – With Detailed Overview

Updated on: Nov 2, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our previous article, we learned about the marketing strategy of Torrent Pharma. In this article, we will discuss the marketing strategy of BD (Becton Dickinson) – a medical company.

During this article, we are going to elaborate on the marketing strategy of BD-  the largest global medical technology company.

The objective is to provide superior products and services in pursuit of our purpose of “advancing the world of health”.  This may be achieved through customer-focused continuous improvement and by maintaining an effective quality system that compiles with regulatory requirements. 

As today’s world is fully digital, marketing is the rib of every industry. If you’re interested to know more about digital marketing then go and check out our Free masterclass on Digital Marketing by the CEO and founder of IIDE, Karan shah.

We will learn the entire marketing strategy of BD by the end of this blog. Before diving deep into it, let’s begin with the company’s story, audience, and digital presence. 

Digital Marketing Academic Challenge 2024 - DMAC

About BD – Company Overview

Marketing strategy of BD - logoSource – Wikipedia

BD is medical equipment and consulting firm founded in East Rutherford, New Jersey in 1897. The founding father of BD company is Maxwell Becton and Fairleigh S. Dickinson.

It’s one of the largest global medical technology companies in the world and is advancing the world of health by improving medical discovery, diagnostics, and delivery of care.

The corporate support the heroes at the front of healthcare by developing innovative technology, services, and solution that help advance both clinical therapy for patients and clinical processes for healthcare providers. 

BD and its 75,000 employees have a passion and commitment to assist enhance the safety and efficiency of the clinical care delivery process, enabling laboratory scientists to accurately detect disease, and advance researchers’ capability to develop the subsequent generation of diagnostics and therapeutic.

BD can help enhance outcomes, lower costs, increase efficiencies, improve safety and expand access to healthcare.

We’re focused on delivering durable growth and creating shareholder value while making appropriate investments for the longer term. BD 2025, our current phase of useful creation, is anchored in 3 key pillars: Grow, Simplify, and Empower.

  • Grow

By Developing and maintaining a robust portfolio of leading products and solutions that deliver greater benefits to patients, doctors, and researchers. Investing in research and development will result in category innovation and a robust product pipeline.

  • Simplify

Working across our supply chain to attenuate environmental impact. Simplifying our internal business processes. Enhancing our quality and risk management system. That specializes in cash and expense management in order to improve operating effectiveness and balance sheet productivity.

  • Empower

Fostering a purpose-driven culture with attention to the positive impact on all stakeholders- customers, patients, employees, and communities. Improving our ability to serve customers and enhance customer experiences through the digitalization of internal processes and go-to marketing approaches.

Quick Stats on BD

CEO Tom Polen
CMO Tony Ezell
Area served Worldwide
Industry Medical equipment, consulting
Revenue US$20.248 billion
Vision Our solution advance healthcare and improves worker and patient safety
Tagline Advancing the world of health
Helping all people live healthy lives


Marketing Strategy of BD –

The upcoming marketing strategy of BD is that they will focus on delivering durable growth and creating shareholder value while making the appropriate investment for the future.

Segmentation, Targeting, and Positioning

The BD company is engaged in the development, manufacture, and sale of medical devices. The corporate operates through 3 worldwide business segments: BD Medical, BD Diagnostics, and BD Biosciences.

BD Medical segment produces medical devices. BD Diagnostics segment provides products for the safe collection and transport of diagnostics specimens.BD Biosciences produces research and clinical tool.

The company targets long-term compound annual revenue growth of 5.5% or more with margin leverage to realize double-digit EPS growth and a consistently increasing dividend.

It targets all kinds of audiences from infants to old age to improve the world’s health.

BD’s position within the market is that today it is a global leader in medical equipment, instrument, and disposable supplies, offering products to hospitals, clinics, veterinary facilities, and more.

Marketing Campaigns

Marketing campaigns can increase your brand awareness and enable you to succeed with new customers. They also inform your target market about your latest product and services, built reputation, and interact with consumers.

Marketing campaign ideas can help promote your product and services to a much bigger audience, thus increasing your sales.

More sales equal extra money, which is directly proportional to growth in business.

A powerful marketing campaign uses theme-based advertisements that they carry on for years to come and in some way that particular theme becomes the symbol of that company. Therefore marketing campaigns are quite essential for the expansion of any company or any business entity.

Marketing strategy of BD - marketing campaign

BD launched this career fair on 5 Oct 2022 on its Facebook handle. They posted this image with the caption –

Our BD team has been busy the last few weeks at College and University career fairs! If you are a college junior or senior – our Summer Intern Program and Leadership Development Program full-time roles are now live on our careers site. Visit bd.com/careers and search #earlytalent to see our full list of offerings.

Looking to meet our team in person? Search all current and upcoming events here: https://bd.yello.co/external/events_central

#JoinBD #Interships #SummerInternships #Networking #JobSearch

Marketing strategy of BD - marketing campaign

BD launched this on 21 Sept 2022 on their Facebook handle with the caption –

In August, our BD Brazil office held a “take your kid to work” day and over 100 kids attended. It was a proud moment for parents at BD to share with their kids what they do each day.

Gabriel Gomes, Cyber Security Officer, said, “It was so great to show my daughters what a friendly culture we have and introduce them to the people I work with each day. They enjoyed the entertaining day BD provided them and getting their very own BD badge!”.

Join us: bd.com/careers

#JoinBD #BeingBD #ProudtobeBD #takeyourkidtoworkday

SEO Strategies

marketing strategy of BD - ubersuggest seo screenshotSource – Ubersuggest

As per SEO ranking, it’s said that the Number of Keywords- below 500 is bad, above 1000 is good, and 10,000+ is amazing.

As we will see that www.bd.com has 180,632 organic keywords and it’s considered amazing. This suggests that the digital marketing of BD is gaining an amazing number of insights.

Also, the traffic per month is around 751,298 which is understood as amazing. Hence, BD has amazing SEO strategies.

Social Media Marketing

BD is active on Twitter, Facebook, Youtube, and Linkedin. Its maximum number of followers is on Linkedin than on Facebook & youtube and lasts on Twitter. Linkedin – 727k

  • Facebook – 31k
  • Youtube 21.5k
  • Twitter – 13.5k.

Influencer Marketing

They should use marketing campaigns so that they increase their product and services worldwide. Promoting brands through influencers who have an honest number of followers on social media is profitable for the business.

Influencers promote the merchandise so that BD gains popularity and the sales will increase via their fan following.

E-commerce Strategies

In talking about e-commerce strategies BD has its website from which they sell its products. You’ll also buy the product online with special offers available on the site.

Mobile App

The BD diabetes care app is meant to help empower a person with diabetes to feel more confident in their care plan and it’s intended to improve their adherence to best practices.

The BD diabetes care app offers data logging and academic support, both of which are recommended by Diabetes Canada to encourage a healthy lifestyle. It provides patients with information regarding managing their lifestyle with diabetes.

Content Marketing Strategies

BD is extremely active on Linkedin as it has 685k followers and posts content related to medical instruments, clinical tools, and diagnostics devices. They always post about the advancement of world health by improving medical discoveries, diagnostics, and delivery of care.

This ends our elaborating marketing strategies of BD. Allow us to conclude our learning below.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s unique about the marketing strategy of BD?

In the marketing strategies of BD, we truly acknowledge our talented workforce and live our values to make sure that we are advancing the world of health by improving medical discovery, diagnostics, and delivery care.

We envision a world where our solutions advance healthcare and improve workers’ and patients’ safety.

We have global flexible working policies and we aim to help associates balance work and life commitment. We welcome all individuals and we support every associate to be their best and reach their potential through relevant opportunities.

As we all know, digital marketing has taken a drastic change due to the pandemic that affected every business. As per digital marketing statistics, about 60% of the population of world uses the internet.

It rose by 20% within the past 2 years due to the pandemic with many businesses going online. A longtime company’s image is everything. The proper campaign strategies can make or break a company’s brand image. 

With the increased importance of digital marketing, learning about the growing field is a crucial step. If you would like to learn more and develop skills, take a look at  IIDE’s 4Month Digital Marketing Course to learn more. You can also read such insightful case studies on our IIDE Knowledge Portal.

Thank you for taking the time to read this, and do share your thoughts on this case study in the comment section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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