B Braun bids to raise UK profile

German healthcare equipment giant B Braun is aiming to boost its UK profile as it seeks to differentiate itself from its namesake firm that produces consumer goods such as hairdryers.

The firm, whose UK headquarters are in Sheffield, is using Nexus Communications to target groups ranging from surgeons to NHS decision-makers with a swathe of PR activity.

B Braun makes and supplies medical equipment ranging from surgical instruments and orthopaedic devices to intravenous apparatus, in addition to products and services for outpatient care.

Nexus CEO Jim Horsley said: ‘Although its products can be found throughout UK hospitals, there is work to be done to educate key audiences on the role played by B Braun.’

Nexus is planning to fly healthcare trade journalists to Germany as part of the campaign, which will also aim to promote the adoption of single-use surgical instruments to minimise vCJD infection risk during hospital operations.

B Braun was formerly promoted in the UK by Sheffield-based Paradigm PR, the agency that became part of marcoms outfit Dig for Fire almost a year ago.

Its business areas include B Braun Hospital Care, B Braun Aesculap (products and services for use in operating theatres) and B Braun OPM (OutPatient Medicine).

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