Plenty of companies could be telling great stories that would get them noticed. But so often the dead hand of corporate ’messaging’ renders their communication turgid and lifeless. As a result, most people don’t make it past the first paragraph and the opportunity is lost.
That’s not the case for NIBR, the R&D arm of Switzerland-based pharma Novartis. Even though most of their work is done by PhD-laden experts, they are making a concerted attempt to talk about it in a way that’s engaging even to non-scientists.
In A Personal Quest to Prevent Blindness, NIBR get their message across by telling a compelling human-interest story. They use clear, accessible language, keep things short and sweet, and make smart use of video alongside the written word. There’s hope for corporate communication yet.