Novartis
Connected By
Novartis Oncology wanted a connected internal culture with a sense of purpose. "Connected By" tied every associate's work to the needs and dreams of patients.
- Global internal campaign
- Documentary storytelling
- Experiential installations
The challenge
Global pharma communications tend to be written for regulators and read by nobody. Associates across levels and geographies could not see the line between their own work and the patient at the end of it.
What we did
We built "Connected By" as a global communications campaign running on authentic visual storytelling: black-and-white portraits of associates with their own words, documentary film, campaign banners and wall installations, and an experiential event that filled a room with the people behind the science.
The consequence
A program that raised engagement and collaboration by making purpose visible — the same language used in a lab, a lobby and a leadership meeting.
The work itself.
Scored on the
consequential triangle.
- Talkability
- Language associates will actually use is language that spreads.
- Defensibility
- Trust earned patient by patient is slow to build and slow to lose.
- Indispensability
- Patients depend on the relationship, not just the molecule.
Your turn.
We take a small number of engagements at a time. Tell us what's at stake.