Case Study – Working Together Toward a Shared Goal

To build and maintain positive connections with the HIV/AIDS community, a global pharmaceutical company offered an educational programme focused on New York City. At this point in the epidemic, the relationship between those living with and managing HIV/AIDS and the companies producing medicines for the disease was fraught with antagonism and suspicion. The client needed to create a two-way dialogue with the community to develop trust and demonstrate good intentions. Through a grant from the pharmaceutical client, I worked with physicians who were expert in treating HIV/AIDS to develop presentations describing promising new treatments and explaining the complicated dosing schedules. Then I scheduled interactive seminars for the physicians to present and listen to concerns at HIV/AIDS support groups all across the city. Over the course of the programme, the common goal of supporting those with HIV/AIDS was highlighted and perceptions of the pharmaceutical client improved.