CREATIVE DIRECTION • BRANDING • EVENT STRATEGY

With a renewed focus on patient centricity, Pfizer engaged APCO to transform what had been a meagerly attended annual event into a global week-long platform that would garner excitement and drive employee participation.

We started by renaming and branding the event before developing a theme for the coming year. From there, APCO created a number of environmental design elements, social graphics, an event kickoff video and style guide. We also produced a toolkit to assist with ideas for the development of local and global market activations, in addition to writing key messaging and scripts for executive leadership to use during the event.

Under the theme “Patients are Our Why,” regional leaders from across the enterprise hosted more than 60 events designed to share patient and caregiver stories that build our understanding of the needs of all patients, bring colleagues together to discuss patient-centric design, and showcase impactful patient advocacy efforts across the company.