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boston—LehmanMillet has crafted a print campaign promoting Bayer’s new diagnostic test used by medical professionals to monitor HIV.
One ad shows men and women in orange attire, which serves as the series’ metaphor for infectious disease, standing on different levels of a staircase. The headline: “Your patient’s viral load levels may vary. Your confidence won’t.”
An effort was made to differentiate Bayer’s Versant Toolbox by playing up its accuracy and the positive effect it can have in helping doctors treat HIV patients, said Steve Thompson, art director at LehmanMillet in Boston.
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