Pfizer - Test
Inflection Point: Launching a new safety division to change the drug development and marketing paradigm.
Pfizer wanted to change consumer perceptions about pharmaceutical companies and establish a thought-leadership position with key influencers by launching a new global division responsible not only for drug safety but for the emerging field of proactive risk management.
The division’s new brand positions safety as a contributor to Pfizer’s long-term prosperity rather than an impediment to drug development – a radical shift in perception. A synchronized employee engagement campaign emphasized that drug safety is the concern of all employees, not only those within the safety division. Externally, aligning the Pfizer brand with proactive risk management enabled the company to create a differentiated and sustainable position among large pharmaceutical companies and significantly enhance its visibility and reputation in key markets.