BD Oncology

Enhancing Oncology Care: The Market Pilot Agency’s Marketing Success Story

The world of oncology care is a complex and evolving landscape, presenting challenges that demand innovative solutions. Each year, Europe sees over 3.7 million new cancer patients, placing increasing pressure on healthcare systems. This is further compounded by the rising cost of cancer treatment, which now totals €199 billion and continues to grow due to increasing patient volumes and the high cost of new therapies.

This environment places significant demands on healthcare providers to optimise drug usage and reduce waste. Amid these challenges, BD Oncology, a division of the global medical technology leader BD, identified an opportunity to transform the entire oncology pathway.

With a strong commitment to enhancing healthcare delivery worldwide and an annual turnover of $17.5 billion, BD Oncology set out on an ambitious mission: to develop the first and only end-to-end solution designed to revolutionise oncology services — from prescription to preparation and administration. Their vision was bold, but they understood that communicating the value of such a groundbreaking solution required a strategic and comprehensive marketing approach.

Client Goals in Healthcare Digital Campaigns

While BD Oncology’s internal team had laid the foundation for their innovative solution, they recognised the need for a strategic digital partner to elevate their marketing efforts. This led them to The Market Pilot Agency, a leading digital marketing agency known for its data-driven strategies, creative solutions, and a proven record of delivering measurable results.

The agency was engaged to generate high-quality leads while providing a clear return on investment for BD Oncology’s marketing spend. The objectives were well-defined: to understand the target audience, develop tailored marketing campaigns addressing their specific needs and challenges, and drive meaningful lead generation that directly supported BD Oncology’s broader business goals.

Challenges

From the outset, The Market Pilot Agency recognised that the BD Oncology project presented a unique and complex set of challenges. The healthcare landscape involved manual processes and paper-based systems, often leaving critical departments disconnected and increasing the risk of therapy errors in oncology—a field already highly vulnerable to mistakes in prescription, preparation, and administration. Key risks included drug misdosing, wastage, and extremely high costs, as well as the potential for chemotherapy contamination, putting both patients and healthcare professionals at risk.

On the marketing side, the challenges were equally significant. Communicating transformative solutions across multiple countries meant navigating different languages, cultural nuances, and local buying motives. This wasn’t just about translating words; it required translating innovation, emotion, and hope into messaging that resonated locally while supporting a global mission.

Complexities of the Client’s Challenges

The oncology sector is a highly specialised and technical field, requiring a delicate balance between conveying complex treatment information and maintaining accessibility for the target audience.

Oncology care involves intricate treatment plans and patient pathways that span multiple, often disconnected departments. Reliance on manual processes and paper-based systems for transferring patient data and administering treatments contributes to medication errors, operational inefficiencies, and hazardous drug exposure for healthcare professionals.

Key challenges included:

  • Manual data processing errors: Leading to mistakes during prescription (24.6%), preparation (16%), and administration (54%).
  • Disconnected departments: From prescription to compounding and administration, creating bottlenecks and delays.
  • Inefficient scheduling and drug preparation: Increasing patient waiting times and risking therapy compromises.

These compounding factors make it increasingly difficult to maintain a safe, efficient, and reliable care pathway, particularly given the rising demand for chemotherapy services.

Undeterred by these challenges, The Market Pilot Agency embraced the task, leveraging its expertise to develop a comprehensive strategy that would position BD Oncology as a leading solution provider in the oncology space.

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Marketing Strategy

At the heart of The Market Pilot Agency’s approach was a detailed persona development process, designed to create comprehensive profiles of BD Oncology’s target audience. This involved extensive research and analysis, covering the roles, responsibilities, challenges, and key pain points of four primary buyer personas: nurses, pharmacists, oncologists, and executives.

Through this in-depth analysis, we gained invaluable insights into each persona’s perspective, communication preferences, and decision-making process. These insights became the foundation of a fully tailored marketing strategy, ensuring every campaign element resonated with the specific needs and concerns of the audience.

Armed with this understanding, The Market Pilot Agency implemented a comprehensive inbound marketing campaign that integrated multiple digital marketing channels, including SEO, PPC advertising, social media marketing, video production, content creation, and marketing automation.

This multi-channel approach was carefully designed to engage BD Oncology’s audience at every stage of the buyer journey — from awareness to consideration, decision-making, and ultimately retention and advocacy.

By positioning BD Oncology as a trusted partner and subject matter expert, we established a strong foundation of credibility, guiding prospects through a seamless and engaging journey toward becoming loyal customers.

Multi-Channel Marketing Approach

At the heart of The Market Pilot Agency’s strategy was a thorough persona development process, creating detailed profiles of BD Oncology’s target audience, including nurses, pharmacists, oncologists, and C-suite executives. Using these insights, we designed a comprehensive inbound marketing campaign that integrated multiple digital marketing channels to engage prospects at every stage of the buyer journey.

Search Engine Optimisation (SEO): Understanding the critical importance of digital visibility, we implemented a robust SEO strategy to enhance BD Oncology’s online presence and improve organic search rankings. This included optimising website content, conducting in-depth keyword research, and applying technical SEO best practices to deliver a seamless user experience across all devices.

Pay-Per-Click (PPC) Advertising: To complement organic search efforts, we developed targeted PPC campaigns designed around persona-specific pain points and challenges. These campaigns delivered highly relevant and compelling messages, driving qualified traffic to BD Oncology’s website and nurturing leads through the sales funnel efficiently.

Multi-Channel Marketing Approach

Social Media Marketing: Recognising the influence of social media in today’s digital environment, The Market Pilot Agency implemented a comprehensive social media strategy across platforms such as LinkedIn, Twitter, and Facebook. Through targeted advertising campaigns and engaging content tailored to each persona’s preferences, we aimed to increase brand awareness, establish thought leadership, and foster meaningful connections with BD Oncology’s audience.

Video Production and Content Creation: Understanding the importance of delivering information in a visually compelling and easily digestible format, we partnered with The Outlook Creative Group to produce high-quality video content and informative written materials through strategic content marketing.

These assets not only educated the target audience but also highlighted BD Oncology’s industry expertise and innovative solutions, further solidifying their reputation as a leading authority in oncology care.

Our Strategy

A cornerstone of this strategy was the production of a series of cinematic-quality short films. These films served several key objectives:

  • Highlight oncology service challenges: Addressing safety concerns, medication errors, drug waste, healthcare worker safety, and inefficient processes.
  • Demonstrate BD’s support: Showing how BD can assist C-suite executives, pharmacists, oncologists, and nurses in their daily workflows.
  • Position BD as a unique end-to-end partner: Featuring BD Cato as a flagship solution and introducing BD Duo BCMA.
  • Incorporate expert insights: Leveraging Key Opinion Leaders (KOLs) to ensure accurate, credible messaging.

Marketing Automation: To streamline lead nurturing and provide a seamless customer experience, The Market Pilot Agency implemented a robust marketing automation strategy using BD’s existing platform. This enabled personalised communication at every stage of the buyer journey, delivering timely and relevant information while guiding prospects smoothly from initial interest to closed sales.

Solutions and Key Metrics

The Market Pilot Agency’s strategic approach for BD Oncology delivered outstanding results, transforming marketing efforts into measurable business outcomes. By leveraging data-driven insights and a multi-channel strategy, we not only generated a high volume of qualified leads but also set the stage for significant revenue growth:

  • Comprehensive Marketing Strategy: Our approach demonstrated expertise in data-led, ROI-focused solutions tailored for complex industries.
  • Lead Generation: We generated over 13,000 high-quality leads across Europe.
  • Potential Order Value: Each lead represented a potential order ranging from £250,000 to £2 million.
  • Financial Impact: The campaign is projected to contribute over £2 billion to BD Oncology’s revenue over the next two years.
  • Remarkable Achievement: This effort is recognised as BD Oncology’s most successful marketing campaign to date.

Beyond the impressive lead and revenue metrics, our strategic execution demonstrated the ability to navigate complex, highly specialised industries, overcome language and cultural barriers, and deliver results that directly impact the client’s bottom line.

The success of this campaign not only reinforced The Market Pilot Agency as a leader in digital marketing for specialised sectors but also highlighted the effectiveness of persona-driven, inbound marketing strategies in engaging highly discerning audiences and building trust in niche markets.

The Success of the Collaborative Partnership with The Market Pilot Agency and BD Oncology

Throughout this journey, The Market Pilot Agency fostered a close, collaborative partnership with BD Oncology, working hand-in-hand to ensure a seamless and highly effective marketing campaign. By leveraging deep industry knowledge and digital expertise, we navigated the complexities of the oncology sector, delivering tailored strategies that resonated with BD Oncology’s target audience.

This collaborative relationship continues to thrive, serving as a strong foundation for future marketing successes. The seamless transition to BD Oncology’s internal team, who are now equipped to run campaigns independently, highlights the robust framework and enduring value created by The Market Pilot Agency.

The success of this collaboration demonstrates the power of strategic, data-driven marketing to drive meaningful impact, even in highly complex and regulated industries. The Market Pilot Agency’s ability to deliver exceptional results while empowering BD Oncology’s internal team underscores our commitment to creating long-lasting value and setting a new standard for excellence in the digital marketing landscape.

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