Pharma’s forever home: The move toward purpose-driven branded houses

Examines the rise of pharmaceutical and biotechnology companies as purpose-driven corporate brands.

This article is part of the May 2021 Spotlight US series, "How the pandemic has changed US healthcare marketing." Read more

Rewind back to February 2020, just before the pandemic started.

Consider Pfizer, a global pharma company with massive brand awareness, but little cultural relevance. Now, consider Moderna, a relatively unknown biotech, focused on an important, but overlooked technology – messenger RNA – which teaches the body to

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands