Pharma execs face challenges


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In an industry whose ultimate mission is to improve and save lives, some companies have found internal marketing efforts are an important part of their overall communications strategy. For instance, Baxter BioPharma Solutions, which provides formulation, packaging and manufacturing services to pharmaceutical companies, last year debuted an employee communications program called “What I Do Today” to create a service-business culture internally. The campaign included murals, posters and banners throughout the company's manufacturing sites, with the message that BioPharma Solutions' products help save lives—a purpose that requires employees to work with focus, determination, professionalism and quality, said Mike Borlet, director of marketing at Baxter BioPharma Solutions. The campaign, though targeted internally, also affects the image Baxter presents to customers and patients, who are often invited to speak directly with the company's manufacturing teams. “The campaign transcends the walls of Baxter by demonstrating our best-in-class service culture to our customers and our innate understanding that what we do together saves live,” Borlet said. M
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