The Precision in Practice campaign set out to challenge the one-size-fits-all approach that many medical device manufacturers push in vascular access (a catheter placed in a patient's vein to enable medication delivery). While standardization is often promoted, the reality is that no two patients are the same, and their vascular access needs shouldn’t be either. This campaign aimed to reframe the conversation around precision, choice, and patient-centered care, reinforcing the idea that better outcomes come from selecting the right device rather than defaulting to a standardized solution.
More than just selling devices, Precision in Practice delivered a comprehensive approach—offering clinicians the tools, expertise, and collaboration they need to optimize vascular access. By combining a broad product portfolio with clinical insights, education, and hands-on support, ICU Medical positioned itself as a true partner in vascular access, helping healthcare providers improve patient safety, reduce complications, and elevate the standard of care.
To push back against the one-size-fits-all approach promoted by competitors, we built Precision in Practice around a simple but powerful truth: every patient is unique, and their vascular access should be too. Our strategy focused on elevating choice, expertise, and partnership, ensuring that clinicians had not only the right product options but also the knowledge and support to improve patient care.
To bring this idea to life, we humanized the problem in a way that clinicians could immediately relate to. We launched a series of humorous patient bios that reinforced individualism, demonstrating that just like patients, catheters aren’t one-size-fits-all. This set the stage for a broader conversation about choice, where we highlighted ICU Medical’s comprehensive portfolio—offering everything from short PIVCs to midlines and ports—as the solution to addressing diverse clinical needs.
Beyond just product, we wanted to empower clinicians with knowledge and support, leading to the development of two key initiatives:
By framing everything—our messaging, product positioning, and educational resources—through the lens of precision, we created a cohesive, multi-faceted campaign that does more than promote ICU Medical. It fundamentally improves patient care by ensuring hospitals have the right devices, the right knowledge, and the right support to make better, safer vascular access decisions.
This campaign wasn’t without challenges. Breaking into an entrenched market dominated by competitors promoting standardization required more than just product differentiation—we had to shift mindsets. By reinforcing the value of choice and expertise, we positioned ICU Medical as a clinical partner, not just a supplier.
Ultimately, Precision in Practice succeeded because it wasn’t about selling—it was about empowering clinicians, improving care, and transforming vascular access decision-making in a way that no competitor was offering.
In just three months, the Precision in Practice campaign has delivered record-setting performance metrics, reinforcing our focus on choice, precision, and partnership in vascular access.
With over 1,000,000 impressions and 9,400 clicks, engagement exceeded expectations. Notably, one clinical association ad campaign achieved the highest-performing results they have ever seen, with a 4.98% click-through rate (CTR)—far surpassing industry benchmarks. Across all advertising, banner ads drove 5,900 clicks with a 0.86% CTR, outperforming standard healthcare rates.
Our LinkedIn strategy generated 3,100 clicks with an average 0.87% CTR, while newsletter sign-up ads saw a 1.00% CTR, highlighting strong interest in ongoing education. Direct email outreach was also a success, with a 35% open rate and 178 subscribers to date, demonstrating engagement with our thought leadership efforts.
Beyond metrics, the conversation in the industry is beginning to shift. Clinicians are engaging with the idea of precision in vascular access, validating our approach of combining education, product choice, and clinical partnership.
While still early, these results confirm that our strategy is working, positioning ICU Medical as a trusted leader in vascular access solutions and laying the foundation for long-term impact.
