Recordati Rare Diseases Benelux had strong medical credibility. Strong relationships. Frequent product innovation. But their communication structure didn’t match their ambition.
What we uncovered:
• A website that existed but wasn’t strategically positioned as a credibility hub.
• Social media activity without cadence or long-term narrative.
• Highly personalised email communication, strong in relationship, weak in scalability.
• No overarching annual content rhythm aligned with congresses, product focus and medical priorities.
• Employer branding ambition without a structural system behind it.
In short: A high-impact team.
Operating without a central marketing engine. And in pharma, where trust, compliance and consistency matter, that gap becomes strategic.
We didn’t start with content. We started with alignment.
1. Reframing the role of marketing
Marketing wasn’t there to “post more”. It had to:
• Strengthen trust with HCPs
• Support product launches structurally
• Position Recordati as a long-term partner in rare diseases
• Build employer branding momentum
• Connect digital touchpoints into one ecosystem
That required clarity before creativity.
2. The audit → identifying structural gaps
We mapped:
• Channels (website, LinkedIn, email, congress activations)
• Content flows & approval processes
• CRM usage & segmentation
• Visibility vs authority
• Annual rhythms (congresses, world awareness days, product priorities)
Instead of tactical feedback, we focused on:
3. Building an “always-on” content foundation
In pharma, communication cannot depend on inspiration.
It needs a system. We built a clear content architecture with recurring pillars such as:
• Disease awareness
• Scientific leadership
• Events & partnerships
• Innovation
• Corporate & employer branding
This allowed the team to move from: “Do we have something to post?” to “We know exactly what role this content plays.”
4. Connecting everything to one ecosystem
Instead of isolated actions, we structured:
• Website as credibility backbone
• HCP portals as knowledge hubs
• Email as relationship amplifier
• LinkedIn as visibility layer
• Paid targeting as precision tool
Each channel had a defined function. No duplication. No noise. Just alignment.
5. From planning stress to annual clarity
We translated strategy into:
• A long-term content rhythm
• Clear ownership
• Defined approval flows
• Pre/post congress activation logic
• Practical 3-month planning structure
Not a document. A working system.
