Challenge: Capture a unique corporate culture in a way that is relevant to all stakeholders and can effectively unify new employees in different geographies during a period of rapid growth.

Action: Leveraging the organization's unifying and vastly consistent mission, we created a corporate voice grounded in the primary company motivation: patients. Elevating it to a level beyond a simple commitment, we defined what it means to be a true patient champion for employees throughout the globe. This was then translated into externally-facing materials as the driving principle of the business strategy.