Despite the critical role of safety and risk management to the drug development and marketing process, research with employees revealed that safety at Pfizer was viewed as “the department of sales prevention” rather than an enabler of the company’s continued success. 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.
