Brand Storytelling for Investor Relations | Pristiq
When Wyeth Pharmaceuticals (now part of Pfizer) was developing the anti-depression drug Pristiq, they needed to understand the psychology and symptoms of depression among menopausal, peri-menopausal and post-menopausal women.
And they wanted to communicate it both to investors and within their own organization.
To meet this end, Strategic Documentaries crafted an ethnographic research study based on a series of in-home focus groups with friends and acquaintances in the target market.
The report included a corporate video that brought to life the “difficult time” these women were experiencing.
Some regretted not having made more of their lives. Others wished they could have conceived children. There were those who were depressed about the loss of parents. And one was uncomfortably resigned to the fact that at this time of her life “there are no new beginnings.”
The video was used used at investor meetings as well as a brand storytelling tool within Wyeth and its advertising agencies.
The post “It’s hard to find yourself again” appeared first on Smarter Brand Storytelling | Content That Connects.
