Becton, Dickinson: E-Commerce storefront transforms medical product sales and service

PwC gets the client’s perspective

Becton, Dickinson and Company (BD) is one of the largest global medical technology companies in the world and is advancing the world of health by improving medical discovery, diagnostics and delivery of care. With more than 75,000 employees, BD is committed to developing innovative technology, services and solutions that help advance clinical therapy for patients and clinical processes for healthcare providers.

What was the challenge?

BD Home Care, the company’s direct-to-consumer business, identified the need to improve the end-to-end customer experience for its PureWick™ Urine Collection System. BD knew from customer research that convenience was paramount — its customers include both users and caregivers with various needs for the product line. Customers wanted to easily order on their own time, automate reorders and access product support and educational resources at their convenience, all from their preferred access methods. BD’s goal was to create a customer-centric service platform, simplifying the customer journey from awareness to purchase to repurchase, making it easier to access its product.

Describe the solution delivered by the PwC community of solvers.

BD conducted stakeholder and external market interviews, learning from industry-leading practices to define its vision. PwC’s marketing, technology and operations consulting specialists implemented Salesforce technology to transform its digital infrastructure — connecting it with legacy systems through MuleSoft to create a multicloud platform. Through this structure, BD gained a 360-view of its customers with technology that could adapt and evolve with changing customer needs. In just four months, the PureWick product launched e-commerce, storefront and marketing automation capabilities, providing BD’s customers with new communication channels.

How does the solution blend the strengths of technology and people?

As a result of this transformation, BD was able to offer PureWick customers self-service capabilities for the first time through Salesforce’s Commerce Cloud, Order Management and Commerce Payments. Salesforce Marketing Cloud helped the company drive leads, sales and repeat customers by enhancing its advertising efforts with targeted campaigns. BD also gained a better understanding of its customers by integrating its data with Salesforce Health Cloud. Sales and service agents greatly benefitted, having more real-time access to data and insights when servicing customers.

Where or how did innovation and unexpected ways of thinking come into play?

Improved customer visibility and data-driven, digitally savvy marketing helped BD deepen customer engagement throughout the lead life cycle. By giving people more choice as to how they find its products, interact with the business, and place and manage orders, BD has significantly improved its customer experience. PwC’s Salesforce implementation helped expand the business’ digital presence and capabilities, allowing it to meet its customers where they are.


Sustained outcomes


customer adoption of digital communication channels after
year one


increase in sales conversions


increase in new customers

Cloud technology that personalizes the customer experience, making it easier for customers to find and purchase the products they need

“Implementing a new digital process was necessary in order to provide our customers with the experience they sought. This initiative was a critical component of our overall omnichannel marketing strategy, allowing us to scale our business, exceed all projected goals and completely transform the customer experience.”

Anne Wu, Global Director, Direct-to-Consumer Strategy
Becton, Dickinson and Company


PwC and Salesforce, inspired and united in the pursuit of innovation

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Raj Muthuswamy

Principal, US Salesforce Practice, PwC US

John Argenziano

Salesforce Principal, PwC US

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