Award-Winning Marketing for an Innovative Brand’s Latest Addition

Baxter was expanding its Connected Vitals portfolio with the launch of the Connex 360 Vital Signs Monitor, bringing a new connected monitoring solution to the hospital market.

The opportunity was bigger than introducing another device. Baxter needed a campaign that would stand out, reinforce its position in smart connected care, and directly engage the diverse stakeholders who influence purchasing decisions and use the technology every day—from hospital executives and IT teams to biomedical engineers and frontline clinicians.

Having previously partnered with D2 Creative to promote its broader vitals monitoring portfolio, Baxter turned to D2 to help bring the new product to market.

Our previous work on Baxter’s broader Connected Vitals portfolio branding gave us a strong understanding of the brand and its audience segments. But for this launch, we needed to go deeper: What were the specific challenges each segment faced with vitals monitoring, and where could Connex 360 make a meaningful difference?

We started by building an in-depth messaging framework that uncovered distinct, audience-specific pain points and connected them to the value of Connex 360. From the brand promise through each content pillar, the framework grounded the messaging in what mattered most to each stakeholder group, while creating a consistent foundation for the campaign.

Those insights led to our campaign headline message: It’s About Time. This copy was designed to immediately resonate with each audience segment by addressing a universal pain point: lack of time. Whether framed around operational efficiency, infrastructure, or bedside workflow, the message invited every stakeholder role to imagine a better future state where reclaiming time allowed them to focus on their shared goal of offering the best possible patient care. From this single, cohesive top-line narrative, we developed audience-specific ads featuring customized proof points for each group, demonstrating how adopting the Connex 360 eliminates daily friction in a way that was meaningful to them, their role, and responsibilities. Ultimately, those targeted ads drove traffic back to a singular campaign landing page that brought the full story together while maintaining a consistent campaign theme across the entire experience.

To extend the campaign’s reach and move audiences from awareness to action, we developed an omnichannel media strategy in which each channel had a distinct role in the decision-making journey:

• Upper funnel: Build broad awareness and visibility across audience segments through YouTube and display advertising.
• Mid funnel: Maintain engagement while reaching more specialized, technical audiences through targeted media.
• Lower funnel: Capture high-intent prospects through search advertising as they moved closer to a purchasing decision.

The campaign delivered an early proof point almost immediately. Google Search launched with above-benchmark click through rates (CTRs) for the biomedical IT, and hospital administrator audience segments, giving us a strong indication that the messaging was resonating with the audiences we were trying to reach.

As the campaign matured, performance continued to build. CTRs continued to climb, nearly 2x the industry benchmark, and multiple conversions were captured.

By March, the campaign continued outperforming industry benchmarks across impressions, lead generation, and CTR. Just a few months into the campaign, direct searches for “Connex 360” were overtaking legacy search terms, while category searches increasingly drove conversions, evidence that awareness generated higher in the funnel was translating into active interest.

The work also earned recognition from the Vega Digital Awards, winning Gold for Digital Marketing – Niche Targeting and Silver for Digital Marketing – Display Advertising.