HEALTHCARE BRAND MICROSITE
Attracting scientific talent through a revitalized breakthrough challenges web presence
Project Roles
Sr UX Writer
Company
Pfizer
Challenge
The brand needed to increase the sense of excitement and energy around Pfizer’s breakthrough challenges. The competitions themselves are competitive in their ability to attract top scientific talent to work in partnership with the brand. It was imperative to present the brand, and the challenges, in a way that made them a more attractive recruiting vehicle for challenge participation.
Solution
Adapted brand tone and voice to a distinctly new audience
Sometimes the brand’s tone of voice needs to be adhered to. Other times it needs to be expanded beyond its usual parameters to connect with a distinctly different audience. For breakthrough challenges, the audience was young and highly-educated. So we established a more elevated and amplified presence relative to their broader brand voice strategy.
Aligned page content architecture with user emotional states
Young science wizards move through a page of content much the way more typical consumers do. Arriving with interest, yet with their skeptic hat firmly in place. So before we could convert them, we needed to emotionally move them. I developed the page content flow, aligning content sections with the information they needed to make the decision to apply.
Told impacting stories about the brand’s work in the field
Once the strategy, voice and page flow were in place, it was down to storytelling.
Scientific discovery often has a beautiful story arc unto itself. Foundational to the story was presenting why the challenge area was so important to the science of medicine, and highlighting the opportunity at hand to impact the world.
