Making a Global Brand Resonate with European Stakeholders

Challenge:

Global pharmaceutical companies have similar mission statements centred on the patient. To increase its brand awareness, and to help its global brand resonate with its target audiences across Europe, Bristol Myers Squibb had to differentiate through action rather than mere statements.

Solution:

During the pandemic, public attention towards mental health and holistic patient care skyrocketed. Also, openness and honesty surfaced as key success factors for building stakeholder trust. Based on these insights, we devised BMS’ first European reputation campaign that centred around a public conversation on what more the pharmaceutical industry can do for patients, beyond developing medicines.

‘Because There Is More To Do’ became the red thread theme of a 16-month campaign in eight European markets. BMS listened in a transparent and meaningful way through a Europe-wide survey, reflecting and responding in open dialogues, and inviting stakeholders to co-create tangible solutions for more humanity in patient care.

Results: 

• 10 million impressions
• 150% website traffic increase across markets