NYU Capstone: Baxter International
Introducing a next-generation infusion system pump that leads the market in durability, security, and intelligent connectivity. Designed to reduce hospital downtime, elevate patient safety, and meet global regulatory standards, this product sets a new benchmark in infusion technology.
When Reliability Isn’t Optional
In modern healthcare, infusion systems are the unsung heroes of treatment delivery, administering critical medication daily across thousands of healthcare settings. Yet, they remain prone to two persistent issues: mechanical failure and cybersecurity risks. In an era of increasingly connected medical environments, these flaws can jeopardize care delivery, compromise data security, and strain hospital resources. This project addresses a simple but urgent question: How do we make infusion systems smarter, stronger, and safer without disrupting clinical workflows?
Engineering Trust, One Drop at a Time
Baxter’s new infusion pump is engineered to solve the two most pressing issues in the category: durability under real-world conditions and cybersecurity in connected care environments. Key innovations include:
Reinforced mechanical design, capable of withstanding transport, drops, and fluid exposure common in critical care environments.
Predictive maintenance diagnostics, using sensor-based feedback to anticipate issues before they impact patient care.
HIPAA-aligned encryption protocols and multi-factor authentication that secure data and settings across hospital networks.
Where competitors focus on iterative improvements, Baxter is making a category leap, offering hospitals a fully integrated, high-reliability platform with the potential to improve patient outcomes and reduce operating costs system-wide.
Launching Confidence: A $50M Campaign for a Safer Tomorrow
With a $50 million budget, the product’s go-to-market strategy is designed to dominate share of voice, build clinical trust, and accelerate adoption globally. Our strategy rests on four pillars:
1. Omnichannel Market Penetration
We will lead with both awareness and action, combining:
National and international media campaigns (digital, print, and programmatic).
Paid social campaigns targeting hospital admins, biomedical engineers, and CNOs.
Native content placements in platforms like Becker’s Hospital Review and MedPage Today.
3. Field Marketing & Experiential Campaigns
Invest in conference presence at HIMSS, AORN, RSNA, and international events. Tactics include:
On-site live product demos.
Speaker panels with Baxter engineers and clinicians.
Fully branded exhibition experiences.
2. KOL & Clinical Advocacy
Establish credibility through:
Strategic partnerships with Key Opinion Leaders at top hospitals.
Early-access pilot programs with case study and outcomes data.
CME-accredited webinars and clinical education sessions.
4. Digital Experience & Sales Enablement
Launch a robust digital campaign hub with:
Interactive product simulations and explainer videos.
ROI calculators for procurement teams.
AI-driven chatbot support for hospital buyers and field reps.