BD helps people maintain active lifestyles.(Becton Dickinson and Co. products, ACE line of sports medicine products for athletes)(Brief Article)

FRANKLIN LAKES, N.J.-As a medical technology company BD manufactures and sells a broad range of supplies, devices and systems for use by health care professionals, medical research institutions and the general public.

The company, which makes health care products ranging from alcohol swabs to insulin syringes and thermometers, is also recognized by retailers and consumers for its ACE, Tm-Fit and Bauer & Black brands of sports medicine products.

The ACE line consists of such injury prevention and treatment items as bandages, braces, hot and cold therapy products, and sports tape. One of America's mainstay brand names, ACE is representative of BD's 103-year commitment to its mission of helping all people live healthy lives, according to a spokeswoman.

The Tm-Fit brand includes adjustable neoprene-blend supports and braces, back supports, magnetic therapy products and Elasto-Preene braces, which are patented woven braces with neoprene panels positioned over the joint areas.

Because of its diverse customer base and wide array of products, the supplier, which was founded in 1897 as Becton Dickinson and Co., had experienced some inconsistencies in how its name was presented on products, and in advertising and marketing materials.

In an effort to create a more uniform identity the Bection Dickinson name was shortened to BD and a new logo was adopted last year. The new corporate identity, the spokeswoman says, has created a uniform look that is recognizable by all of the supplier's customer segments.

All of BD's product lines, which are continuously refined to meet the changing needs of consumers and marketing conditions, are sold worldwide and enjoy high name recognition in all corners of the globe.

In the United States a relationship begun last year with Major League Soccer, in which BD became the official supplier of sports medicine products to the league, is continuing this season.

To help merchants move its items ED develops customized merchandise for retailers, which includes the ACE Kids line of supports and braces for children between the ages of 7 and 12.

Over the last year BD's elastic health support business has launched several products, including the ACE ankle brace with side stabilizers, the ACE wrist brace with splint support, the ACE multiuse wrap with magnets and the ACE back belt with magnets. It has also added the Tru-Fit Fiberplast and Tru-Fit multisupport ankle braces.

The spokeswoman notes that the ACE and Tru-Fit lines will continually evolve to meet the changing needs of consumers. More product introductions are planned for the remainder of this year and into 2002.

Recently, for example, the company debuted new packaging for the ACE line.

The key customer group targeted by BD's sports medicine products is people who engage in active lifestyles, typically those who feel responsible for taking care of their health and who are looking for quality support products to help them continue with their activities, according to the spokeswoman.

BD is using the Internet as an educational vehicle to help provide information needed by its customers. The company's sites are primarily consumer focused, because executives see the Internet as the perfect medium for quickly communicating to consumers and answering their questions.

In addition, the supplier has leveraged its retailer relationships with direct links to retailers' web sites. the spokeswoman notes, which helps consumers locate a store near them that sells BD products.