Brief

BD, a global pharmaceutical company wanted to create an annual flagship thought leadership campaign across EMEA. The brief was to produce a single campaign that could be used to support engagement with a range of external stakeholders, from HCPs to policymakers, produced centrally but with the ability to syndicate the report at a local level. 

Strategy & Execution

We designed the Healthcare Resilience barometer, a piece of research that combined 35 secondary indicators (e.g. number of doctors, rates of obesity) at a country level into a single index. 

We also conducted over 20 in-depth interviews with Key Opinion Leaders, including policymakers, academics and patient advocacy groups, on what the findings of the Healthcare Barometer meant within their local market.​ 

To support the index at a Group level we developed an interactive mapping tool to be hosted on the BD campaign hub. Supporting content has included video and animation content, a programme of designed social media posts, a series of thematic articles and media releases.​

Result

The campaign is launched in early 2023, with the ambition for it then to repeat the barometer year-on-year to track progress over time. Alongside the campaign launch, we have also delivered the suggested public affairs strategy to maximise the engagement generated as a result of the report themes.