ICU Vascular Access
Conversion Brief
"How BD wins standardization: fewer restarts, safer starts, and committee-proof value."
Strategic Profile & Call Plan
Official Name
Becton, Dickinson and Company (BD)
The Goal
Standardizing Vascular Access Management across the entire continuum (Assessment → Insertion → Removal).
Primary Setting
Hospitals / IDNs under GPO contracting pressure (focused on SKU consolidation & outcomes).
Stakeholder Talk Tracks
"We can reduce failed starts and simplify your competency training by standardizing on one platform."
"Let's standardize device selection across acuity levels and integrate ultrasound to preserve vessel health."
"Our integrated system reduces touchpoints and maintenance variability, directly lowering complication exposure."
"Consolidating to one partner reduces SKU variability, simplifies contracting, and standardizes clinical outcomes."
What this means for the rep: Focus discovery on finding the pain that standardization solves (training burden, SKUs), not just product features.
Next Step
Identify 2 Champions + VAC OwnerOutcomes & Clinical Value
Outcomes ICU Cares About
- Fewer Restarts: Faster time-to-access, higher first-attempt success.
- Lower Complication Exposure: Reduced infiltration, occlusion, and CLABSI risk.
- Clinician Safety: Reduced blood exposure and needlestick events.
- Standardization Wins: SKU consolidation + simplified training protocols.
INS Seal of Approval
The Credibility Wedge
Why it matters: It de-risks the standardization decision for leadership.
Where to use it: Drop this early in decks for VA Leadership, Educators, and Committees.
Use-Case Chooser
Difficult Access / Ultrasound
Prevue II + AccuCath Ace
Why: Higher first-attempt success on difficult sticks.
Extended Dwell Needs
PowerGlide Midline
Why: Integrated placement, reduces re-sticks for 2-4 week stays.
What this means for the rep: Sell the system, not the catheter. One vendor means one training protocol.
Next Step
Pick 1 Use-Case + Propose PilotCompetitive Counterpunches
| Competitor | Their Wedge | BD Counterpunch |
|---|---|---|
| Teleflex (Arrow) | "We have better infection protection (Arrowg+ard)." | "Antimicrobial coating is one feature; our integrated system reduces the touchpoints that cause infection in the first place." |
| B. Braun | "We have a safety mechanism and are cheaper." | "Cheaper unit cost often means higher total cost due to failed starts. Let's pilot first-attempt success rates." |
| ICU Medical | "We bundle infusion pumps with access." | "Bundling hides inefficiency. We focus on vascular preservation—getting the line right so the infusion actually works." |
Defensive Playbook (If Attacked)
If they say: "BD is too broad/generic"
Pivot to Standardization Safety. "Specialists create silos. We create a unified standard of care across the hospital."
If they say: "Changing vendors is too hard"
Pivot to Training Simplification. "The pain of change is one-time; the pain of managing 5 vendors is forever."
What this means for the rep: Don't fight feature wars. Pivot to the cost of complexity and the safety of standardization.
Next Step
Prepare Counter to Their Specific WedgeExecution Playbook
The Pilot Scorecard (Success Metrics)
Clinical Metrics
- First-Attempt Success %
- Restarts per Patient Day
- Complication Incidence
Operational Metrics
- Time-to-Access
- Training Hours Required
- SKU Reduction Count
Economic Metrics
- Avoided Supply Costs
- Nursing Time Savings
- Total Conversion Cost
Messaging that Lands
Lead with outcomes, not features. Focus on first-attempt success, fewer restarts, and less blood exposure. Use the INS Seal of Approval early with leadership to de-risk the decision.
Deal Strategy
Track 1: Clinical
Focus: Pilot & Outcomes (VA Team, ICU Educators)
Track 2: Economic
Focus: Standardization & Cost (VAC, Supply Chain)
What this means for the rep: A successful pilot isn't about the device working; it's about the data proving the device saves time and money.
Next Step
Define Metrics + Timeline + Training PlanConfidential Conversion Brief • For Internal Use Only
Based on publicly available data regarding BD Vascular Access.