IHI communication strategy

It's never easy to create a new brand, but imagine you're building this new brand on the remnants of an already existing one, all this while subtly balancing the need for continuity with the profoundly changed nature of your new organisation This is the challenge faced by the Innovative Heath Initiative (IHI) in 2022, as the EU public-private partnership funding health research and innovation took on a new name. The Innovative Medicines Initiative (IMI), its predecessor, was not a thing of the past yet: some of its funded projects were still running and the brand would continue to exist for a few years. Meanwhile, the IHI was a completely different organisation that needed an identity of its own: while the IMI involved only the European Commission and the pharmaceutical industry, the IHI represents more industry sectors Fastlane's team was hired in May 2022 to help set the IHI on its own path. Our strategy included the drafting of clear communication objectives, the creation of audience personas, an online presence audit (website and social media), the creation of a brand voice and the definition of a monitoring and evualtion strategy.