Pfizer : Clear language from the CEO

| December 14, 2021

An online message from the CEO of the US-based pharmaceutical giant promises – and delivers – clarity on the timeline for a Covid-19 vaccine.

This tip is from the Bowen Craggs Club archive and was originally published October 28, 2021
CEO communications on Pfizer website

The feature

Pfizer published an open letter from Pfizer Chairman and CEO Albert Bourla on its corporate website on October 16th, ‘Greater clarity on Covid-19 timelines’, and it is still being promoted on the global home page. The message was also published across social media, including on Pfizer’s corporate Twitter channel and Mr Bourla’s personal Twitter feed.

Pfizer and its partner, BioNTech, are developing a Covid-19 vaccine. They will soon know whether it is effective, and release the research results publicly. In the letter, Mr Bourla addresses ‘the three key areas where we must demonstrate success’: effectiveness, safety and manufacturing quality.

The takeaway

Pfizer’s open letter a good example of clear and direct online CEO communication, and demonstrates that the most effective communications about important issues is clear, direct and transparent. Crucially, the letter delivers exactly what the home page headline promises – ‘greater clarity on Covid-19 timelines’.

The layout is also simple but effective, with the text running down the left-hand column, and a pull quote in the right column, as well as right links for related news. The heading of the piece, appears in a banner at the top of the page as visitors scroll, helping orientation. One potential drawback is the lack of an image of Mr Bourla, which could help to humanize the message.

Clear communication about a potential vaccine is essential, and Pfizer’s letter serves a wider social purpose in a period of widespread speculation and disinformation.

https://www.pfizer.com/news/hot-topics/an_open_letter_from_pfizer_chairman_and_ceo_albert_bourla

Astra Zeneca Logo

Client industry details

Summary of work for client here… Vestibulum at metus a mauris porta dictum rhoncus vitae elit. Vestibulum volutpat lectus sed diam auctor, id cursus lectus consequat. Nullam tristique eu mi et rhoncus. Nam venenatis imperdiet tortor nec molestie. Sed congue egestas magna, a placerat tortor facilisis in.

BASF Logo

Client industry details

Summary of work for client here… Vestibulum at metus a mauris porta dictum rhoncus vitae elit. Vestibulum volutpat lectus sed diam auctor, id cursus lectus consequat. Nullam tristique eu mi et rhoncus. Nam venenatis imperdiet tortor nec molestie. Sed congue egestas magna, a placerat tortor facilisis in.

Aramco Logo

Client industry details

Summary of work for client here… Vestibulum at metus a mauris porta dictum rhoncus vitae elit. Vestibulum volutpat lectus sed diam auctor, id cursus lectus consequat. Nullam tristique eu mi et rhoncus. Nam venenatis imperdiet tortor nec molestie. Sed congue egestas magna, a placerat tortor facilisis in.

Caterpillar Logo

Client industry details

Summary of work for client here… Vestibulum at metus a mauris porta dictum rhoncus vitae elit. Vestibulum volutpat lectus sed diam auctor, id cursus lectus consequat. Nullam tristique eu mi et rhoncus. Nam venenatis imperdiet tortor nec molestie. Sed congue egestas magna, a placerat tortor facilisis in.

GSK Logo

Client industry details

Summary of work for client here… Vestibulum at metus a mauris porta dictum rhoncus vitae elit. Vestibulum volutpat lectus sed diam auctor, id cursus lectus consequat. Nullam tristique eu mi et rhoncus. Nam venenatis imperdiet tortor nec molestie. Sed congue egestas magna, a placerat tortor facilisis in.

BP Logo

Client industry details

Summary of work for client here… Vestibulum at metus a mauris porta dictum rhoncus vitae elit. Vestibulum volutpat lectus sed diam auctor, id cursus lectus consequat. Nullam tristique eu mi et rhoncus. Nam venenatis imperdiet tortor nec molestie. Sed congue egestas magna, a placerat tortor facilisis in.

Verizon Logo

Client industry details

Our Bowen Craggs Club membership has enabled us to benchmark all aspects of our digital presence against global all-sector best practice, share lessons and ideas with peers, and get both quick-win and longer term recommendations for improvement. Bowen Craggs is also providing us with valuable advice on our approach to online communications following the acquisition of G4S by Allied Universal.”
 

Subscribe to our online effectiveness newsletter

Our monthly email provides insights and commentary on the latest developments in corporate digital communications from the Bowen Craggs Index™

    * denotes a mandatory field

    Information given here will only be used for the agreed purpose and will never be shared with anyone else and is protected by our privacy policy