From development to post-launch to product launch for BD. AOR conducted global research to guide product development using a sophisticated methodology, discrete choice conjoint, forcing target audiences to make choices between specific product benefits just as they have to do in the marketplace. Another AOR study helped define key messaging and pricing. Pre-launch, IMS suggested BD create the first educational mini-site on safety and SPIVCs (short peripheral IV catheters) and promoted the site to the media and clinicians. AOR also conducted an online discussion group on safety and SPIVCs, identified hot topics and conducted follow-up research. IMS then used findings in a whitepaper, infographic and sales materials. IMS then launched the product, all designed to build awareness, generate sales and establish BD as the industry leader in safety.