Hikma

THE SITUATION

Hikma, a generic pharmaceutical manufacturer, had grown dramatically through acquisitions around the world, and employee culture had eroded along the way. The expert hired to repair that culture brought us in to uncover the brand, knowing it would be crucial to uniting employees across the globe.

OUR CONTRIBUTION

Finding differentiation in a generic pharmaceutical company sounded like a paradox. We talked with doctors and pharmacists around the world and heard the same underlying problem in different words: pharmaceutical supply chains are fragile. No one company could solve that alone, but the companies that cared mattered. That made Hikma’s origin story a huge asset. Founded by a Palestinian refugee in Jordan, Hikma believed in local investment, and with each international acquisition it invested in local communities instead of merely profiting from them. Hikma cared, and it called out the problems its customers faced. Our rearticulated positioning became part of a new employee culture program that brought the company together, from top leadership to teams around the world.

THE BENEFITS

Today, Hikma’s brand marketing focuses on accessibility to medicines - a direct answer to both the costs and supply chain challenges of the pharmaceutical industry. They have become the leading provider of medicines in the Middle East and North Africa, and their growth in other markets (like the US) are contributing greatly to solving healthcare’s systemic challenges.