Small is the New Big (Again)

Big pharmaceutical companies help people. But people don’t like big pharmaceutical companies.

And that’s a big problem for big pharma.

That’s why I’ve always scratched my head when these large, global companies keep hammering on how “big” they are.

Kudos to Pfizer for appearing to rethink this strategy, following its acquisition of Wyeth (yes, you guessed it, another big pharmaceutical company).

If this ad in The New Yorker is any indication, the company is starting to talk about itself in a more friendly and human way. And in “small bite” messages rather than ominous omnibuses.

My favorite part: You won’t find the words “the world’s largest research-based pharmaceutical company” anywhere in the text.