Pfizer Inc WHO:  Pfizer, the world’s largest pharmaceutical company. PROBLEM:  Throughout the world, people have been largely unaware of the tremendous financial risks that pharmaceutical companies incur during discovery, development and delivery of new drugs and other innovative therapeutics. On behalf of the entire industry, Pfizer sought to communicate this message to an international audience that includes opinion leaders and policy makers. SOLUTION:  Great Jakes worked closely with Pfizer for over six months to create the Biomedical Research & Development Guide — an immense, yet easy to use, multimedia resource that was distributed on DVD-ROM and online at www.rdguide.org. The Guide includes: 6 special-report video documentaries 12 video interviews with industry experts 22 multimedia presentations covering seven topic areas 100+ fact-filled documents in PDF format A friendly, compassionate-looking design featuring dramatic imagery A dynamic Flash-animated interface and navigation scheme An automated glossary with mouse-over definitions Links to hundreds of valuable resources available through the internet Additionally, the Guide uses cutting-edge technology that includes a fully-searchable XML-driven Flash database, as well as a highly modular structure, which makes it very easy to add and remove content on an ongoing basis. RESULT:  The biomedical industry is succeeding in articulating the challenges it faces to a worldwide audience, including legislators, regulators and opinion leaders, as well as the lay public.

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