A complex medical plan that was not landing.
A disease area that needed a voice it could sustain.
A multi-asset respiratory strategy struggled to land across global, regional, and local teams.
Dense materials created ambiguity and weak alignment at market level.
Clanmac solved the internal alignment first – creating a broadcast-standard programme built around three clear strategic narratives.
Then expanded into a disease-area content strategy focused on long-term authority.
A respiratory microsite was developed – one of the first built around bot-first indexing alongside HCP utility.
The focus was not branding, but usefulness – creating a destination clinicians return to.
Internal clarity became external influence.
The organisation positioned itself as the most authoritative source in the disease area.
