Clarifying complex communication with ABPI

The Association of the British Pharmaceutical Industry (ABPI) are the leading trade association representing innovative research-based biopharmaceutical companies, large, medium and small, leading an exciting new era of biosciences in the UK. The industry, a major contributor to the economy of the UK, brings life-saving and life-enhancing medicines to patients. The ABPI is recognised by the government as the industry body negotiating on behalf of the branded pharmaceutical industry for statutory consultation requirements including the pricing scheme for medicines in the UK.

The ABPI was aware that basic information was not being communicated clearly both internally and externally. The story about the lifecycle of medicines and medicines policy needed to be clearer as did the ABPI’s relationship with the NHS and the National Institute for Health and Care Excellence (NICE).

Video combined with animation played an instrumental role in communicating some of these complex structures, relationships and facts in their most simplistic form and in a way that was non-technical and engaging. Some of the stills taken from the video animation would then be used in social media posts as key information graphics. Stills taken from the video could be used as stand alone graphics.





A key component and requirement of the brief was providing ABPI with the tools to convey these messages via social media. We created a series of Photoshop templates that could convey varying levels of content including image rich, text rich, stat based and industry quote posts.

ABPI already had existing brand guidelines but they were aware that there were gaps which included tone of voice, social media assets, photographic styles, video and infographics. We combined their existing documents and newly created sections into one interactive set of guidelines that covered every aspect of the brand and how it should be implemented.

There was a desire on behalf of the ABPI to make the publication section of their existing website more interesting and interactive. The format of this section was a series of downloadable PDFs which were static and lacked vitality. As a means of providing visual stimuli, we created a series of templates that would present key information in bite-size pieces that had a degree of animation.

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“Medicines and vaccines are some of the most important ways we have to fight disease on a global scale and keep people fit and healthy. Globally our industry is working on researching and developing more than 7,000 potential new medicines and vaccines to treat and sometimes cure conditions like cancers, diabetes and very rare genetic diseases. To the Point helped transform how we do that through inspiring content that is easy to understand and share. They helped us explain more clearly the number of ways in which medicines costs are managed as well as depict the lifecycle of a branded medicine. Already, we are seeing the positive impact this has generated – greater time spent on our website by users and improved understanding amongst stakeholders of what is a complex industry.” Aileen Thompson, Executive Director, Communications at the ABPI