We’re not doctors. We don’t even play them on TV. But when it comes to comprehending the complex technical jargon surrounding medical products, and then converting that language into simple messaging that’s easily understood by customers, you could call us Dr. B.

In this case, Baxter Laboratories asked us to develop print ads and sales collateral for EXTRANEAL, a product used during peritoneal dialysis that maintains solute clearance for urea and creatinine across the peritoneal membrane.

What’s that? Did we lose you? Sorry about that. But trust us, the campaign we developed was far more relevant and interesting to the target audience—and that’s the point.