OVERVIEW

Pharmaceutical brands have long been criticized for the wide and cynical gap that commonly stretches between their declared intentions and their commercial decisions.

Having initiated a profound strategic transformation, from increasingly problematic expertise in pain relief (in the context of the opioids crisis) towards an agile, treatment area agnostic business and operating model, the client leadership invited our advisor to lead the rapid development and delivery of an entirely fresh corporate and brand purpose.

In sharp contrast with the too-common hunt for a “snappy phrase”, the project dug deep into the key current shifts in healthcare, the heritage, and culture of the business, and the value implications of its recent transformation in business, revenue, and operating models.

The outcome is a universally popular, entirely fresh purpose for the company, that now forms a powerful and engaging lens for future strategy, decision making, and culture.