Healthcare and pharmaceutical companies are not well known for strong enterprise branding, as historically, most of the focus was on branding the products. Only recently have pharma companies increased their focus and spend on their enterprise brands. The industry tends to activate around a product, relying on a consistent format for television commercials, celebrity endorsements and, commonly, non-branded content and advertising as well.

This traditional model of branding healthcare products has worked until we saw what happened with Covid-19, when everyone learned the name of our company overnight. We became very relevant to consumers around the world who wanted to get back to their lives. This lesson on relevance can be applied to companies across the health continuum—health affects everyone, as we saw in the pandemic so clearly.

So how can pharmaceutical and healthcare brands stay relentlessly relevant with consumers and other audiences? Brand leaders have a timely opportunity to reimagine and uplift their enterprise brands, and more so than has been done in the past.

Relentless relevance means keeping an enterprise brand front and center over time and beyond any one milestone or event. It’s the opportunity for consumers to think of a brand as accessible, trustworthy and responsible, beyond any one product, and certainly beyond the pandemic. This is especially important for us now, as Moderna has new data coming out about our investigational mRNA medicines, from oncology to RSV to flu, and we expect several product launches in the coming years. In preparation, we need our customers to build familiarity and trust with Moderna and our mRNA technology, beyond Covid-19 and across disease categories.

That’s why we’ve employed a strategy to demonstrate the ongoing relevance of our brand that we believe other marketers can benefit from—and also why you may have seen Moderna show up in surprising places. The following are a few ways we’re keeping our enterprise brand top of mind and branding “outside the box” of traditional healthcare and pharma. 

Consider all diverse audiences and ‘go there’

We really think about all the different audiences that interact with Moderna: the people who have already received our vaccine; the people who know about our brand but don’t know much about mRNA technology; the people who are super interested in mRNA and want to know more. While another brand might have stopped at the sheer magnitude of how many people first learned about Moderna in the pandemic and market broadly, we are dissecting and segmenting every audience familiar with our brand and employing strategies to reach them all. 

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