Winner
Reshaping the Conversation for Gilead’s Established Products (EP) Portfolio
With support from OPEN Health
Summary of work
The Established Products (EP) portfolio was born to leverage the strengths of Gilead’s powerful legacy products to reduce complexity, increase efficiency, and create new ways of working – ultimately to generate excellence for patients through innovation, and continued access to care.
However, the vision for EP was not universally understood and the future felt uncertain for many.
We needed to challenge these perceptions, spark positive conversations about EP, and bring together a united team who were motivated for the future to break down barriers to care for patients.
After three months of planning, we reshaped the conversations about EP with our motivational campaign, ‘BE EPIC – Established Products, Innovative Collaboration’. The campaign slogan is a simple play on words and encapsulates the team spirit we needed to drive within the organisation.
The initiative included a multitude of carefully coordinated tactics to motivate and unite the EP team, while also communicating the value of EP to the wider organisation.
Judges’ comments
Gilead and OPEN Health’s entry was a clear winner in this important category. Their ambition level was impressive, with a strong rationale for the change being sought, well-defined objectives supported by metrics, and at scale across multiple brands in multiple countries. The business outcomes were remarkable and clearly had a positive impact.
