BD, a global pharmaceutical company wanted to create an annual flagship thought leadership campaign across EMEA.

The brief was to produce a single campaign that could be used to support engagement with a range of external stakeholders, from HCPs to policymakers, produced centrally but with the ability to syndicate the report at a local level.

We created the Healthcare Resilience Barometer, now in its third year, combining 35 country-level indicators into a single index to assess healthcare system resilience. We also held over 20 interviews with policymakers, academics, and patient advocates across EMEA to understand how the findings applied in each market. These insights shaped both the EMEA report and the country reports.

To support the index, we built an interactive mapping tool for the BD campaign hub and produced video and animation assets, social media content, and a set of thematic articles and media releases for the launch.

The Healthcare Resilience Barometer gave BD a clear, data‑led platform to lead the conversation on system strength and preparedness across global healthcare markets. The combined index and expert interviews revealed where resilience is strongest and where gaps remain, helping BD frame country‑specific risks and opportunities aligned to priority portfolios and policy objectives.

The flagship EMEA report, country reports and digital assets now support BD teams in targeted engagement with policymakers, health system leaders and strategic partners. The interactive mapping tool, video content and social materials have created a steady stream of assets for ongoing marketing, communications and advocacy activation, boosting visibility with high‑value audiences and reinforcing BD’s role as a credible partner on health system performance.