B. Braun
Professional Encounters
B. Braun, one of the world’s leading suppliers and manufacturers of solutions for the healthcare sector, wanted to carry out an internal communication action to increase its employees’ knowledge of the different products manufactured in the company, beyond each specific product reference. The idea was to encourage dialogue between the company’s various departments and get staff involved.
If we wanted to be effective, we had to change the formula; for the first time, we had to make the B. Braun staff, not the products or the surgeons who use them, the protagonist. We had to involve them, make them participants, harnessing bidirectional communications power to increase the degree of commitment, motivation and the feeling of belonging to a company.
To make this happen, we created Encuentros Profesionales (Professional Encounters), a corporate communication campaign based on a series of encounters between two professionals – surgeons from different specialities, and office and production staff from B. Braun – who had a common goal: to improve people’s health.
Through relaxed chats, the interview participants exchanged impressions and shared their day-to-day lives while giving visibility to the very rigorous and meticulous work carried out, which is key to a surgery’s success and the patient’s recovery.
With this initiative, we managed to connect emotionally with the employees, who saw their colleagues become actors for a day, highlighting the relevance of their work. It was also a very enriching experience for the surgeons, who, accustomed to being interviewed by different media, on this occasion got to be the ones asking the questions.
