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A change in the positioning inside-out

Dr. Reddy's
The shift in strategy from merely molecules to medicines and finally, to patients was encapsulated in a new brand belief, ‘Good Health Can’t Wait’, and marked a significant change to be implemented across a 20,000-strong organization divided into business units spread across the globe.

Changing global dynamics and complex healthcare challenges necessitated a shift in Dr. Reddy’s business strategy.

Traditionally a maker of generic medicines, Dr. Reddy’s focused on the molecules. To continue growing, Dr. Reddy’s realized that it needed to shift focus from merely molecules to medicines and finally, to patients. A change in the positioning had to be driven inside-out. Dr. Reddy’s realized that for its customers to experience any change, it had to begin with its own employees behaving differently.

The shift in strategy was encapsulated in a new brand belief, ‘Good Health Can’t Wait’, and marked a significant change to be implemented across a 20,000-strong organization divided into business units spread across the globe.

The brand belief was translated into a set of five brand behaviors – the proof points of the new brand proposition, so to speak. These ideal behaviors were in fact, the change that the management wanted to see within the organization.

Interbrand was tasked with making this happen.

Interbrand introduced the new brand to the organization through a summit where 400 of the organization’s leaders were present.A series of workshops and through waves of internal comms demonstrated ‘on brand’ behavior through brand stories. The new brand was unveiled to the world at large a full 18 months after the internal engagement program ended.

A sustained internal engagement campaign targeting 20,000 employees worldwide, was a precursor to the external launch of the brand.

The website forms an important – and often, the primary – touchpoint for Dr. Reddy’s, while partnering with innovator pharmaceutical companies from the western countries, Reflecting the new purpose on the website therefore, became critical to business.

With a renewed purpose, Dr. Reddy’s is building deeper engagement with the entire ecosystem including doctors, pharmacists, patients, caregivers and customers.

A sustained internal engagement campaign targeting 20,000 employees worldwide, was a precursor to the external launch of the brand.
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