Boehringer Laboratories: Teddy Bear Campaign


Reality testing: Boehringer Laboratories developed CareDry, an external catheter whose advanced technology has the potential to dramatically improve the control of female urinary incontinence.

Inventing the reality: Launching CareDry as the solution to the problem, our campaign sought to make nurses and physicians feel the loss of dignity experienced by patients and professionals, and to position CareDry as the compassionate answer that everyone has been waiting for.

Envisioning a new reality: The interactive sales tool created by REALITYRx featured a key visual of a wet teddy bear sitting in a hospital bed. This surprising image caught the attention of nurses, who recognized the metaphor immediately, and was the entry point in a sales message composed of 3 story segments: WHY, HOW, and WHAT. This allowed the Boehringer Field Team to tell a thorough and convincing narrative supporting CareDry over its competitors.

Segment one featured statistics that effectively explain the current problem of current inferior female external catheters. Segment two featured logic to let the rep discuss how the new CareDry System is the solution to the problem. Segment three let reps use emotion to explain the “reasons to believe” that make the new CareDry System the complete way to resolve female urinary incontinence.

Click to view interactive visual aid