From patients to employment candidates, from employees to alumni, dealing with diverse experience levels and disease states requires both affective and cognitive empathy, as well as a deep understanding of some incredibly complex science and methodology.

At the same time, information needs to be welcoming and engaging, with visuals and infographics that inspire curiosity while at the same time reinforcing and reflecting brand traits and values. With a clarion call of Transforming Lives through Science, BMS corporate communications were informed and inspired by a mission and a quest; one which was backed by the global support of the entire enterprise.