Copywriting and content strategy for a major healthcare company's internal communications program.
Details
After a phase of mergers, our research showed that shareholders, customers, and staff were confused about Nycomed's purpose and identity.
Process
We developed a content strategy designed to build internal cohesion and a shared sense of purpose. The strategy centered on showcasing the humanity behind Nycomed’s work via high-quality photography and copywriting.
This required in-depth interviews with Nycomed employees across divisions and nations to uncover their varied roles and perspectives.
As lead copywriter, I distilled the work into a randomized physical card collection that was distributed and helped disparate colleagues feel connected.
Results
Reports from management were that human-focused storytelling created a sense of common purpose and that this improved staff retention.
The success of “Stories” spurred expansion into an ongoing staff magazine named “Closer” under my Creative Direction.
