Thursday, May 8
3:30–4:45 p.m.
Breakout Sessions: Set III

“Blurred Lines: A New Approach to Consumer Engagement”

When faced with the challenge of  enhancing its reputation, Pfizer worked with ARC2 Communications to develop a novel strategy combining executive visibility with thought leadership. Linking medical expertise with patient stories, Pfizer’s chief medical officer appeared in a series of unbranded educational consumer disease integrations, which were broadcast on the CBS television network. The result, over the course of several consecutive seasons, has built trust and a favorable rating for the company, boosting its reputation among several of its key consumer segments.
In this session, ARC2 Communications will present how it developed its strategy, which included the creation of a health website that outperformed its traditional direct-to-consumers advertising. Attendees will also learn about a web series created for the campaign, which was hosted by Pfizer’s CMO and featured celebrity interviews on health topics. The series was syndicated across top-tier Internet channels, helping drive up Pfizer's positive consumer sentiment by 116 percent.

Andrea Rothschild, co-founder, ARC2 Communications & Media

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