It’s a time of dramatic transformation for the biopharma sector. Asset trading deals, mergers and acquisitions, and new stakeholders who’ve emerged from health reform are creating entirely new communications opportunities. While immediate considerations include corporate reputation, franchise impact and change management, one fundamental question sits on top of it all: what does it mean from a corporate branding perspective?
When PRWeek asked Chandler Chicco Companies if the industry’s major players should fit in a “house of brands” or a “branded house,” we responded that a “hybrid model” is most likely to emerge as companies establish their evolved positions. With all the change in the industry, external stakeholders will be looking to organizations that have a great corporate road map and a brand promotion plan existing side by side. They’ll be looking to those organizations that create value and change patients’ lives.
And, corporate communications will need to simultaneously support the development of these compelling brands while deploying well thought-out change management programs. As employees live in a constant state of transition where realignments are the “new normal,” over-communications about the rationale for change and the future roadmap will be essential elements of any corporate program.