ENSM
Bristol Myers Squibb
Bristol Myers Squibb is a global biopharmaceutical company. Its mission is to discover, develop and deliver innovative medicines that help patients overcome serious diseases.
How can BMS harmonise and optimise its institutional, internal and digital communication to strengthen the engagement of its various target audiences?
Bristol Myers Squibb at a glance
Bristol Myers Squibb is an internationally renowned biopharmaceutical company. Its French subsidiary is considered one of the group’s most successful entities, particularly in terms of research and development.
It combines the best of biotechnology and the pharmaceutical industry to develop innovative medicines for patients with cancer and other serious diseases. BMS focuses on four major therapeutic areas
: oncology, haematology, cardiology and immunology.
Bristol Myers Squibb is inspired by a vision: to transform patients’ lives through science. Their focus is on patients, employees and science.
Present in more than
50 countries
+ 32 000
employees worldwide
46,2 Md$
in global revenue in 2022
Issues & Context
Ensuring maximum consistency and efficiency
In a constantly changing environment, where communication and digitalisation play a crucial role, Bristol Myers Squibb is seeking to strengthen its digital presence and optimise its internal and external communications. Already well established in the pharmaceutical sector, the company aims to harmonise and optimise its messages and visuals across various communication channels. The goal is to ensure maximum consistency and effectiveness in order to engage different target audiences: patients, caregivers, healthcare professionals and employees.
It is in this context that the Magina team stepped in to offer tailor-made solutions aimed at addressing these complex challenges and aligning BMS’s communication efforts with its strategic objectives. We worked on three communication channels to address different challenges:
1. Institutional website:
- Regularly publish content to establish the company’s position as a leader in the French pharmaceutical industry.
2. YouTube videos:
- Share human experiences of living with the disease to enable the general public to better understand its mechanisms.
- Explain issues related to pathologies to the general public with the support of expert interviews.
- Communicate about events in which the laboratory participates.
3. Internal communication:
- Streamline internal communication between the various units of the laboratory.
- Use the tools put in place by the global organisation to optimise the dissemination of information among company employees.
- Harmonise communication materials in line with the global graphic charter.
The aim of the #LaMinutePatient and #LaMinuteExpert videos is to encourage the sharing of positive experiences and advice, to better understand and live with the disease on a daily basis.
A joint project
Every communication initiative is perfectly aligned with Bristol Myers Squibb’s overall vision and strategy.
The collaboration between Magina and Bristol Myers Squibb has given rise to an ambitious joint project. This project has been structured around several communication channels, each contributing to resolving the issues identified and achieving the laboratory’s strategic objectives.
Smooth and constant communication between the Magina and Bristol Myers Squibb teams was a key factor. This close collaboration ensured mutual understanding of objectives, needs and expectations. Regular meetings, transparent exchanges and increased responsiveness enabled challenges to be resolved quickly, solutions to be adapted in real time and a high level of quality to be maintained in all our achievements. This synergy not only strengthened the consistency of the laboratory’s external and internal communication, but also consolidated a partnership based on trust and efficiency.
The solutions
To effectively address Bristol Myers Squibb’s communication challenges, Magina implemented a series of integrated and harmonised solutions. Various channels were utilised, including the corporate website, YouTube channel, and internal communication platforms.
Institutional website
- Writing editorial content
- Creating visuals in line with the overall graphic charter
- Integrating articles, press releases and static pages on the website
- Support with regulatory content updates
YouTube videos
- Creation of a graphic identity in line with the charter for #LaMinutePatient and #LaMinuteExpert
- Recording of interviews via the Zoom platform
- Post-production and editing of videos
- Creation of thumbnails and publication on the YouTube channel
- Creation of videos for events (Course du Cœur, C2C4C, International Clinical Trials Day, etc.)
Internal communication
- Creation of visuals in line with the overall graphic charter
- Integration on various internal communication platforms (SharePoint, Pulse, OneDrive)
- Creation of print materials for internal communication on the premises (photo frames, kakemono, signage, etc.)
- Creation of digital communication materials for communication between teams (PowerPoint, infographics, organisational charts, etc.)
The results
+ 200
videos on YouTube
+ 6 000
subscribers on YouTube
Up to
+ 30 000
views per video
After implementing our communication strategy for Bristol Myers Squibb, the results were significant. They demonstrate the effectiveness of the actions taken to harmonise and optimise institutional, internal and digital communication.
With regard to the institutional website, we kept the information up to date and compliant with regulatory requirements. Our support for new content, both textual and graphic, ensured the relevance and compliance of digital communications.
On YouTube, videos contributed to a notable increase in engagement. Interviews with patients and experts, as well as videos of events, strengthened community engagement and the visibility of the biopharmaceutical company.
Internally, our various actions improved communication between teams in different units at Bristol Myers Squibb France. The implementation of effective communication tools facilitated information exchange and strengthened collaboration.
In short, these combined actions have strengthened communication consistency, improved visibility and engagement on social media, and optimised internal collaboration. The result is a deeper and more interactive connection with patients, carers, healthcare professionals and employees. The collaboration between the Magina and BMS teams has consolidated the laboratory’s position as a reliable and innovative leader in the pharmaceutical sector.
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