GLOBAL BIOTECH

Pre-Meeting Communication

A global biotech company wanted the lead-up to the launch of its first drug to be engaging, informative & motivational, and turned to Broadstreet to create a communication strategy for its pre-launch activities. One of the biggest challenges for the organization was that most of the attendees had never met face-to-face. The 150-person sales team as well as ninety percent of the commercial organization had been hired during the COVID lockdowns. Now they were launching a drug as a cross-functional team who only knew each other virtually.

Broadstreet designed a strategy which began six weeks prior to launch and was dubbed, Coming Together. The centerpiece of the project was a secured website designed to be a virtual hub for the entire organization to create engagement through employee profiles that revealed both personal and professional insights as well as hopes and expectations for patients who might benefit from the product they would soon launch. The website also featured a series of podcasts, hosted by the Head of Commercial Operations, which took listeners of the journey of commercializing the drug and how each function within the organization contributed to the success of that goal in less than a year. A section of the site included videos from a wide selection of leadership across a half dozen topics ranging from patients, the future of the organization, to why they became part of the company. The website also included a page that gamified the story of the patient journey and how the organization intended to change the standard of care.

The website generated thousands of visits with the average viewing time of over fifteen minutes. After launch, the company created additional content including videos, additional podcasts, newsletters and a training portal to continue to provide a unique platform for social engagement across the organization.