#ScienceWorks is a 360-degree marketing campaign highlighting the passionate people of the biopharmaceutical research field. The campaign aims to increase understanding of the vital role they play by bringing scientists out of the lab and into the spotlight with a series of biographical videos. The campaign currently features four scientists from around the country. They represent all walks of life and are the new faces of pharmaceutical research. Each person tells their story about their relationship with science—from personal losses due to cancer, to the people and lessons that sparked their journey into a STEM career, to their hobbies and lives outside the lab. It’s not all lab coats and test tubes—at the end of the day, #ScienceWorks scientists are everyday people just like you and me. They enjoy cooking, running, sci-fi, mountain biking, and volunteering in their communities. Our social media engagement results proved that people love to see these scientists’ colorful lives. The passion exhibited by our scientists spoke loud and clear, driving 22MM impressions in four states, 1.6MM engagements, 159K+ “Likes”, 18K+ Shares, and 10K+ Comments. Their stories also attracted four U.S. Senators in four of our states to contribute to the campaign and personally recognize the work of our scientists. Across social, we paired high-quality, original storytelling content with “Back to Basics” educational posts, creating a weekly cadence of both narrative and evergreen content. From animated infographics about the seven steps of the scientific method to scientist interviews about creativity, rigor, and ethics, we showcased the expansive nature of science and how it works for us every day. We intentionally created content around COVID-19 and vaccines to attract “defenders of science” to the comment section. We provided a space for everyday people and patient survivors to share personal anecdotes in the comments of how science has positively impacted their lives. We also created a #ScienceWorks Ambassadors program, giving other pharmaceutical scientists a platform to share their support for science. The story of biopharmaceutical science has never been more important. When we trust in science, we all win.
McKinsey Global Publishing