Staying Relevant in Big Pharama during the Age of Consumerisim
Track: The Importance of Brand in a Global Digital World : :
Wednesday, September 28, 2016, 9:00am – 9:30am
Held in: QCC

Diane Winnard
DVP of Corporate Identity
Abbott Laboratories

Andres Nicholls
Global Executive Creative Director

“Consumerism” is on the rise, even in healthcare, but most people are still apprehensive about the “big pharma” industry. To earn consumers’ trust and remain relevant to their lives, Abbott needed to reframe it’s brand – make it more about the consumer at all stages of their life, not just when they are sick. The presenters share how Abbott partnered with Prophet to bring this new brand direction to life in the 100+ markets Abbott operates in around the world.