Focus Area: Purpose Activation
How did a world leader in pharma leverage purpose to rise above the industry’s sea of sameness?

Over a course of several years,  the JSG worked with a thought-leading CMO and 10 different category leading brands to pivot their product and marketing approach to be purpose inspired and purpose driven. The goal was to build a competitive advantage through their purpose centric thinking, planning and actions across their multi-disciplinary brand teams. The company’s leaders also wanted to use purpose to become more relevant to consumers, physicians and employees.

The Stengel Group led the various multi-functional teams to develop an inspiring Brand Purpose and framework to guide their actions;  several leaders within the Stengel group also participated in company meetings and training sessions around the world. These efforts led to inspired communication, new-to-the-industry campaigns, more patient-centric product roadmaps, enlightened HR policies, and most importantly, teams were bonded behind a unifying and uplifting reason for being. One of the vanguard brands in the company’s portfolio leveraged this approach for a difficult new product launch, with results that far exceeded the company’s targets for the brand.


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