Mickey McDermott, Healthcare Marketing Communications Strategist & Innovator
Rebuilding a reputation from the ground up
In 2003 and 2004, Schering-Plough was coming off several setbacks, with quality problems, pipeline difficulties, and major management changes casting doubt on the future of the company.
I had the chance to work on a corporate campaign, themed "Progress," that laid out in simple terms how Schering-Plough, under new leadership, was addressing each of their challenges in a comprehensive fashion.
The concept was simple and immediately embraced by our client, the head of corporate communications. It ended up running for two years, and was a key component of a multifaceted initiative that, in word and deed, helped people think more positively about the company again.
Campaign/Schering-Plough Corporate
