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Pharma Case Study

Fortune 500
Addressing Key Need - Recruitment - By Tapping Employee Motivation

Background

Although recruiting target talent is essential for employers to maintain relevance in the hyper-competitive pharma category, one global brand’s efforts varied considerably by profession and country, leading to brand dilution and significant cost inefficiencies with their thousands of yearly hires.

Solutions

  • Hired as the lead strategist and market researcher of a multi-discipline team, I led global c-level interviews, completed competitive analyses, solicited client input, incorporated quantitative research, and reviewed social media listening results.

  • The research led to my insight that applicants – regardless of country, vocation, or seniority – shared a desire to make a difference, an idea that led to the platform / tag line of “Many paths. One goal.”

  • The platform / tag line provided me with the insights to guide the digital team’s work.

 

The work was featured in global recruitment and retention efforts.

Category

  • Healthcare

 

Type of Business

  • Fortune 500

Insights

  • Category Research and Competitive Analysis

  • Stakeholder Interviews and Customer Experience Mapping

 

Strategy

  • Brand Positioning and Architecture

  • Employment Branding and Brand Education

 

Implementation

  • Tag Line and Brand Essence Creation

  • Collateral, POS, Direct Mail, and Site Concept and / or Wire Frame Development