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