America's Most Influential Trade Association Uses Strategic Blueprint to Achieve Technology Objectives
The Pharmaceutical Research and Manufacturers of America, PhRMA, represents the country’s leading biopharmaceutical researchers and biotechnology companies. It is considered one of the most influential lobbying organizations in the country.
Being the best means staying on top, and ahead, when it comes to an online presence. The challenge was that the “Face of the Organization,” the website and social media properties, were out of sync with the advocacy and communication needs of the organization.
METHOD: STRATEGIC BLUEPRINT
Due to the scope of the project, we innovated to create new methods to ensure success in an organization with multiple stakeholders. We coordinated five focus groups and held more than a dozen interviews, surveyed the entire staff, and completed our own strategic research to design a Strategic Blueprint to paint the picture for ‘an online overhaul for PhRMA.’
The unearthed insights led directly to the creation of the first mobile-first website for any trade association in the world, accessible on every device. Information architecture, navigation, members-only site, launching a blog and promoting the many brands that PhRMA manages were synthesized to create a comprehensive plan that included buy-in from leadership and members leading to quick implementation.
In deploying the website we architected, designed and then built, PhRMA and its leadership were lauded for their smart embrace of leading edge technology. “The face of PhRMA” was successfully brought up-to-date with technology, ensuring that all of the many objectives of the organization were accounted for.