Case Study
Different Audiences for Immunology Treatment
A leading pharmaceutical company needed to communicate an immune-modifying treatment used by very different specialties for very different conditions in a way that aligned with its own corporate purpose, as well as the values of each clinical audience.
How could we flex their core purpose without taking attention away from the benefits of the treatment itself?
Two ways to flex were identified and presented through the intrinsic qualities of the immune modifying treatment.
One gravitated around smart, functional innovation. The other around the idea of making patients feel heard, with the core purpose a commitment not to leave anyone behind.
The outcomes were used to create a joint communication strategy.
Realising that corporate purpose can seem like marketing spiel and “ethics washing”, 4D Purpose was chosen as way to find a shared “hook” between the company, its current treatment, and two divergent specialty groups.
24 interviews were conducted in the US across the two specialties using the 4D Purpose proprietary protocol.