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Why AbbVie is making big bets on telling the story of its R&D investments

As part of this pivot in strategic communications, AbbVie is focusing its efforts on accelerating R&D and making cures a priority across various disease states.

Jack O'Brien

April 8, 2024

11:35 am

Source: Getty Images.

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AbbVie is saddling up to the table to make some big bets — on its innovative portfolio of medicines, not on a game of poker.

The pharma giant announced last week that it is embarking on a new global communications and storytelling strategy to elevate the awareness of its research and development operations.

The Case for Big Bets is AbbVie’s way of underscoring its investments in the science and technology behind three of its main pillars: oncology, immunology and neuroscience.

As part of this pivot in strategic communications, AbbVie is focusing its efforts on accelerating R&D and making cures a priority across various disease states.

Jane Woo, senior director of R&D communications at AbbVie, told MM+M that the company is emphasizing the need to address unmet needs of patients and strive for cures, all while highlighting the teams of researchers and scientists making it happen.

She referenced the lengthy timeline associated with drug discovery and development as a key reason the company is publicly talking about its efforts to accelerate the process and bring effective, necessary treatments to patients more promptly.

“The Case for Big Bets is anchored in core themes around how we’re accelerating our pipeline, striving for cures and using technology to enable those discoveries and apply them to all of our therapeutic areas,” she said.

When it comes to specific diseases, Woo said AbbVie is highlighting its commitment to boosting innovation around blood cancer and developing more effective treatment options for patients living with lung cancer.

She added that the company wants the public to know that it is working on taking the principles of precision medicine and applying them to treatments in the immunology space. Beyond the three areas listed for the rollout of this communications strategy, she added that AbbVie aspires to bring the first gene therapies targeting retinal diseases to the market.

Like so many pharma companies and health brands, AbbVie will be incorporating patient stories into the Case for Big Bets, but Woo also said the company is dedicating a significant portion of the campaign to giving scientists their flowers.

Similar to how Pfizer’s Super Bowl ad served as an ode to science and the researchers that bring about remarkable breakthroughs, AbbVie wants people to see how personally connected its scientists are to these disease states.

“Hopefully as this campaign rolls out, you’ll see more patients stories, but you’ll also see the stories and motivations of our scientists who are in the labs working,” she said. “They are personally passionate about these disease areas and it’s why — for many of our scientists — they continue to stay in this field.”

Several short episodes hosted on the campaign’s page feature glimpses of the company’s scientific infrastructure, from its digital science lab to clinical trial design to its Specialized Research in Chaotic Systems (SPaRCS) team that includes former engineers from NASA and Formula One.

Going forward, Woo said the company plans to remain dedicated to its core therapeutic areas but could evaluate opportunities to expand into other aspects of R&D.

The Case for Big Bets is being rolled out weeks before the drugmaker releases its latest earnings report on April 26.

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