Pharma isn’t always known for innovation, thankfully ViiV Healthcare isn’t trying to fit into the crowd. Born out of a partnership between GSK and Pfizer in 2009, ViiV are determined to help end the HIV epidemic through a portfolio of 17 prescription medicines, improving global access to medication, and numerous community initiatives.

ViiV chooses to focus on holistic patient care, where drug innovations over the past 40 years have turned the ‘death sentence’ of HIV diagnosis into a manageable condition, little has been done to support the social and emotional turmoil of People Living with HIV (PLHIV).

Over the course of several years, numerous projects have been completed to help transform how ViiV understand and communicate with their audiences. The companies first segmentation for Healthcare Professionals was created from 100’s of research sources and validated through independent research, which led to the definition of a new CX Framework and rollout strategy.