Winner: Johnson & Johnson Pharmaceutical Services
Campaign: The PharmaFrontier
The Mission:
The PharmaFrontier, Johnson & Johnson's (J&J) internal magazine for the global research and development unit, needed to build community among R&D employees in a
global context, and to catalyze innovation and partnerships between leading scientists.
The Execution:
The team responsible for The PharmaFrontier, led by Seema Kumar, Ernie Knewitz and Frederik Wittock of the global R&D communications department, employed the following key
strategies to achieve their goals:
- Developed a partnership with the internal Communications Council, the senior-level Executive Advisory Board and a professional external editorial team to ensure a targeted
editorial focus and a consistent thematic approach;
- Incorporated various committees' views and feedback from employees and scientists;
- Rolled out marketing campaigns pre- and post-distribution to alert employees to upcoming issues and give them access to live links to articles.
- Applied internal tactics, including an internal Web site (thepharmafrontier.com), "Frontier Forums," "Meet the Editor" events and cafeteria promotions, to maintain interest in
the newsletter and further build community among employees.
Mission Accomplished:
Since its inception in 2005, the publication has steadily grown its readership and been a valuable resource to employees around the world. PRN