No patient should have to wait seven years just to be diagnosed. This is the harsh reality for the 350 million people affected by rare diseases across the world. That's why Pfizer brought together experts from the healthcare, medical and technology industries to cut time to diagnosis. We created a fresh and modern identity that moved away from the conventional corporate feel that they were used to. We named the event RxRE. Where the 'x' represented the coming together of different skills and disciplines. The event was featured in New Scientist.
 

For a brand to become the ARB of choice is quite an achievement. It takes a long time to win over the hearts of healthcare professionals across the UK. We wanted a campaign that would stand proud above the competitors and remind people why we were number one.