In Vitro Diagnostic Regulation (IVDR 2022) was on the horizon: a new regulatory framework for laboratories to adhere to regarding their diagnostic equipment and tests.

The transition would bring positive changes to EU regulation of medical devices and lab-developed tests but it also presented potentially business critical obstacles.

How could BD show customers and prospects that they were by their side for this journey?

These changes had been coming for a long time. But laboratories were fatigued by a volume of complex information, overwhelming them into a state of inaction. The implications of this inertia, of non-compliance, were huge.

We needed to find a way to firstly re-ignite interest in the topic and then support the laboratories to a place of action and compliance.

This is a storm to be navigated together.

There was no escaping the volume of information or work to be done. It was a difficult  journey to compliance that needed breaking down into clear steps linked to consequences and in a way that the audience cared about.

We created a dramatic metaphor of a team on a ship, lost at sea, finding their way through the fog together.

A beautifully shot mini-series – Lift The Fog – took our audience on a compelling journey of this team lost at sea. Each episode was carefully crafted to echo the challenges unprepared laboratories could face and create a sense of clarity and urgency around the action needed. BD was positioned throughout as a trusted partner to help them navigate their way into the future.