Pfizer

As the world’s largest pharmaceutical company, Pfizer’s size and scope of scientific, medical, business, and philanthropic activities threatens to overwhelm knowledge of the company’s commitment to advancing scientific achievement. For Pfizer, the basis of its current and future success is its ability to initiate and sustain medical breakthroughs that will lead to treatment and cures of illness and disease.

Widmeyer developed a communications strategy that positions Pfizer as a research, science-based company. The communications strategy uses a national earned media campaign to raise the profile of Pfizer’s global research and development activities. A key component of this effort is the deployment of a small group of senior scientists called the Science Ambassadors, who have been media trained by Widmeyer to conduct speeches and meet with media outlets across the country. Other pieces of this initiative include integrating other corporate activities such as corporate sponsorships, executive speeches and internal communications into the positioning effort.

Finally, as Widmeyer began executing specific tactics to support the repositioning objectives, the company’s senior leadership experienced a turnover that installed a new CEO who re-iterated his support and commitment to Pfizer’s scientific foundation. At the request of the companies corporate communications team, Widmeyer has offered ongoing insight and recommendations for a communications plan to support the CEOs transition which included external and internal benchmarks.

Widmeyer’s work with Pfizer is ongoing, both on the transition front and in helping them implement the repositioning strategy we developed.