Sanofi and Connecting Nurses

How cultural intelligence propels medical innovation

Canada, France, Germany, Japan, Mexico, UK, US

Leading pharmaceutical group, Sanofi, was preparing the worldwide launch of a new cholesterol management treatment in the form of a self-injection device - a first in this category, as the chronic disease was only ever treated orally until then.

In their go-to-market programme, the company very carefully considered the cultural considerations of this change of administration as it could make or break the success of their innovation in various markets. And this is when they called upon us.

Creative Culture supported Sanofi through a 12-month engagement by mapping cultural and historic sensitivities around injection and self-injection perception, a semantic and semiotic benchmark and academic research involving experts in chronic diseases that require self-injection across their key markets. With the objective of supporting the successful launch and adherence to this lifelong medical treatment by patients, we also developed a research and engagement programme in collaboration with Connecting Nurses, an international knowledge sharing platform dedicated to nurses. Thanks to recurring international patient-nurse focus groups, we were able to produce a paper for one of the leading nursing journals in the US, developed some comms and best practice tools for nurses and patients (digital, print and video). All of which contributed to the smooth execution of the product’s comms plan and ensured long-term patient adherence to treatment.

What they say:

"I fully recommend Creative Culture and its founder, Mélanie Chevalier, to all of those who are looking for global communication and marketing projects or expert insight identification that leverages cultural differences across countries and regions. The results bring great value, on time, in a working climate of rare integrity and mutual understanding?"

Jan Liska, Global Patient Strategy Director, Sanofi