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Excellence in Corporate Communications - External Stakeholders

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Finalist

Turning concepts into reality: AbbVie's sustainable healthcare initiative

by Incisive Health for AbbVie


Summary of work

As a new biopharmaceutical company, AbbVie wanted to differentiate itself from industry colleagues and showcase its vision of going beyond medicines by keeping patients at the centre of everything that it does. 2015 was the year to turn the concepts into a reality, communicating to external stakeholders AbbVie’s commitment and vision for how new models of care had potential to transform patient outcomes and relieve the burden on the NHS.

Sustainable healthcare was put firmly at the heart of its corporate communications strategy - the unifying theme bringing together above-brand programmes across the company.

Innovative pilot programmes gave AbbVie credibility and opportunities to communicate. An internal programme to upskill every AbbVie employee on the issues and solutions provided 400 new advocates for sustainable healthcare across the country.

Through a programme of national and regional events, including the company’s first Sustainable Healthcare Conference and inaugural Patients as Partners Awards, the company took its vision of a sustainable healthcare system to thinkers, leaders and decision-makers.

Compelling corporate communications put the sustainability challenge firmly at the heart of public debate, enhanced AbbVie’s reputation and positioned its innovative pilots as bringing practical solutions.

Judges' comments

A very interesting, strategic approach to developing new relationships and working with the NHS. The ambition is there and it is on its way to achieving that ambition, making tangible progress through a sustainable campaign. A great initiative that really sold the idea of sustainable healthcare and is achieving impressive results.


Winner

Bayer Ophthalmology Honours - by Liberation Unlimited for Bayer plc



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