Becton Dickinson. Transforming Buyer Confidence With Interactive, Solution-Led Experiences 

BD (Becton Dickinson) is a global medical technology company advancing the world of health™ by improving medical discovery, diagnostics and the delivery of care. With a vast and sophisticated portfolio, BD needed an effective way to help customers understand how its solutions fit together — and how they address specific clinical and operational challenges.

As BD continued its shift from product-focused selling to a more consultative, solution-led approach, it required a way to support clearer, more confident buyer conversations at global scale.

Supporting solution-led buyer understanding

BD’s solutions often span multiple products, workflows and personas. Explaining how these elements work together — and why they matter — can be challenging in traditional sales conversations.

BD needed an approach that would:

• support solution-focused, buyer-centric discussions

• help sales teams navigate conversations dynamically

• visually communicate workflows and integrated solutions

• work consistently across teams, regions and use cases

This required more than a digital presentation — it required a scalable way to support how buyers and sellers actually think and engage.

To ensure the experience reflected real buyer and seller needs, POPcomms worked with BD’s sales, marketing and customer success teams to map buyer journeys and identify where conversations typically stalled.

These discovery and alignment sessions uncovered:

• where interactive experiences should begin

• which stories mattered most at different stages

• the workflows and personas that benefited from visual explanation

This ensured the experience was designed as a practical conversation tool — not just a content repository.

Rather than attempting to cover the entire portfolio at once, BD focused initially on a single high-value segment.

This allowed teams to:

• validate structure and storytelling early

• gather direct feedback from sales teams

• build internal confidence and adoption

• establish a scalable template for future expansion

The prototype provided a clear foundation for broader rollout across BD’s portfolio.

Using the POPcomms platform, BD developed an interactive experience that supports solution-focused selling by:

• presenting complex workflows visually

• guiding reps through buyer-centric stories

• supporting multiple entry points based on persona or scenario

• connecting customer challenges to solutions in real time

The experience integrates seamlessly with Showpad, ensuring easy access within existing sales workflows and allowing content to be updated instantly without design or technical expertise.

The experience is used both externally in customer conversations and internally across teams — improving clarity, alignment and consistency.

Sales teams can clearly communicate how solutions fit together, while marketing and enablement teams can update and evolve content quickly as strategies change.

Global updates that once took weeks can now be made in minutes, reducing friction and supporting faster execution.

With a phased roadmap in place, BD is expanding the experience across additional portfolio segments — ensuring global messaging remains aligned while allowing flexibility to support different markets and use cases.

Early feedback from sales teams has been highly positive, with strong adoption and enthusiasm for continued expansion.