Becton Dickinson


  • eMarketing was a new activity for Becton Dickinson in Heidelberg
  • Goal: maximum impact from very limited staff resources
  • Method: maximise the re-use of available Content


  • Perform Content inventory, prioritise, align to goals
  • ‚Standard Content‘ was already approved & used to address Customer Service issues
  • ‚Re-useable Content‘ was already approved and could be structured to address Marketing goals for informing customers
  • ‚New Content‘ = reduced to just 3 of 12 items to be defined, written and approved each issue
  • Created communications calendar for 18 months ahead, method approved by Sponsor

Primary customers

  • Senior management sponsor
  • Marketing manager
  • Marketers