In business, the only constant is change, and that includes the internal rebranding of a newly consolidated team.

Role: Copywriter, researcher and content consultant

Industry: Health and Pharmaceutical

Client: PPD

Objective: Introduce the new division name with the rationale for the change.

Challenge: Distilling a dry corporate message into an inspiring message that would be meaningful across all the teams moving under the umbrella of Patient First Digital Solutions.

Approach: Deconstruct and define. Patient First = understanding who the collective audience is here for. Digital = understanding how the patients interact with and experience their healthcare journey. Solutions = understanding how to solve the issues facing our industry today.

Results: As it says in the video, the narrative I created became the “north star” for everyone in the newly formed Patient First Digital Solutions. By combining the voiceover with supporting on-screen graphics I also managed to significantly augment the authority of the video.