Empowering Patients and Communicating Purpose: A Conversation with Amy Atwood

07/30/24 • 34 min

In this episode of Frictionless Marketing, host Paul Dyer welcomes chats with Amy Atwood, Vice President of Regional Communication and Philanthropy at Takeda Pharmaceuticals. With over 25 years in corporate communications, Amy shares her journey, insights on the evolving pharmaceutical industry, advice for communications professionals, and perspectives on purpose-driven work and DEI.

Together, Paul and Amy recap key themes from the Fierce Pharma PR Communications Summit East, including the impact of AI, storytelling, health equity, and the significance of having communicators at decision-making tables. Moreover, Amy discusses the importance of wellness and reverse mentorship in the workplace.

00:00 Introduction to Frictionless Marketing

00:01 Meet Amy Atwood: A Journey in Corporate Communications

01:01 Key Themes from the Fierce Pharma PR Communications Summit

01:44 The Role of AI in Communications

03:59 Health Equity and DEI in the Pharmaceutical Industry

06:15 The Importance of Communications in Business Strategy

20:20 Crisis Communications: Best Practices and Insights

22:19 Embracing Failures and Learning from Them

23:07 The Future of Communications: Measurement and Analytics

29:10 Wellness and Work-Life Balance for Communicators

32:10 Conclusion and Final Thoughts

Frictionless Marketing is a production from /prompt, the leading earned first creative marketing and communications agency. Grounded in the present, yet attuned to the future.

To learn more about how to make marketing frictionless, purchase Friction Fatigue by /prompt CEO Paul Dyer online and at booksellers worldwide.

Frictionless Marketing is a production from /prompt, the leading earned first creative marketing and communications agency. Grounded in the present, yet attuned to the future.

Produced and distributed by Simpler Media Productions.

00:00 Introduction to Frictionless Marketing

00:01 Meet Amy Atwood: A Journey in Corporate Communications

01:01 Key Themes from the Fierce Pharma PR Communications Summit

01:44 The Role of AI in Communications

03:59 Health Equity and DEI in the Pharmaceutical Industry

06:15 The Importance of Communications in Business Strategy

20:20 Crisis Communications: Best Practices and Insights

22:19 Embracing Failures and Learning from Them

23:07 The Future of Communications: Measurement and Analytics

29:10 Wellness and Work-Life Balance for Communicators

32:10 Conclusion and Final Thoughts

Frictionless Marketing is a production from /prompt, the leading earned first creative marketing and communications agency. Grounded in the present, yet attuned to the future.

To learn more about how to make marketing frictionless, purchase Friction Fatigue by /prompt CEO Paul Dyer online and at booksellers worldwide.

Frictionless Marketing is a production from /prompt, the leading earned first creative marketing and communications agency. Grounded in the present, yet attuned to the future.

Produced and distributed by Simpler Media Productions.

Previous Episode

Inside-Out Communication: Engaging Employees First and Then Stakeholders

In this episode of Frictionless Marketing, host Paul Dyer welcomes Tanya Wymer, Executive Director of Enterprise Communications at Biogen. Tanya shares her journey from a farming community in Ontario to becoming a leader in corporate communications. She discusses her accolades, such as the CEO Elements Award at Biogen and the Change Communications Global Award at Novo Nordisk, emphasizing her role as a change agent in transforming corporate cultures.

Tanya also delves into the challenges of balancing diverse stakeholder expectations, the significance of employee-centric communication strategies during restructuring, and the ongoing brand refresh project at Biogen. Reflecting on the evolving role of communications professionals, Tanya provides valuable insights on fostering creativity, resilience, and effective communication in a global, dynamic corporate environment.

00:00 Introduction to Frictionless Marketing

00:05 Meet Tanya Wymer: A Journey in Corporate Communications

01:08 Tanya's Early Inspirations and Career Path

02:45 Awards and Transformational Work

04:10 Balancing Transformation and Stakeholder Expectations

05:18 Internal Communication Strategies at Biogen

07:31 Employee-Centric Culture and Brand Refresh

15:15 Global Communication Challenges and Strategies

23:38 Creating a Productive and Creative Team Environment

25:37 Looking Ahead: Exciting Projects at Biogen

26:46 Conclusion and Closing Remarks

Frictionless Marketing is a production from /prompt, the leading earned first creative marketing and communications agency. Grounded in the present, yet attuned to the future.

To learn more about how to make marketing frictionless, purchase Friction Fatigue by /prompt CEO Paul Dyer, online and at booksellers worldwide.

Frictionless Marketing is a production from /prompt, the leading earned first creative marketing and communications agency. Grounded in the present, yet attuned to the future.

Produced and distributed by Simpler Media Productions.

Next Episode

Exploring Cultural Impact and Innovation in Skincare with Cetaphil's Jerome Brathwaite

In this episode of Frictionless Marketing, we welcome Jerome Brathwaite, the Global Head of Brand Equity and Marketing for Cetaphil at Galderma. Jerome shares insights from his extensive experience in the beauty and skincare industry, highlighting his role in transforming Cetaphil into a global brand. The discussion covers a range of topics, including the successful Game Time Glow campaign, New York Fashion Week activations, and the integration of AI in marketing strategies. Jerome also delves into the importance of cultural shifts, the role of emotion in marketing, and his approach to product innovation and talent development.

Join us for an in-depth conversation on the future of skincare marketing and Jerome's passion for storytelling and brand management.

00:00 Introduction to Frictionless Marketing

00:06 Meet Jerome Brathwaite: Brand Management Expert

01:09 Diving into the Game Time Glow Campaign

02:48 The Ecosystem Behind the Campaign

04:45 Global Impact and Emotional Connection

08:32 Product Innovation and Market Needs

12:53 Leadership and Mentorship Insights

16:45 The Future of Skincare and Beauty Brands

19:03 Musical Past and Marketing Journey

19:59 Conclusion and Final Thoughts

Frictionless Marketing is a production from /prompt, the leading earned first creative marketing and communications agency. Grounded in the present, yet attuned to the future.

To learn more about how to make marketing frictionless, purchase Friction Fatigue by /prompt CEO Paul Dyer online and at booksellers worldwide.

Produced and distributed by Simpler Media Productions.

Frictionless Marketing - Empowering Patients and Communicating Purpose: A Conversation with Amy Atwood

Transcript

00:00:00.000

Welcome to Frictionless Marketing, where we explore the latest trends and challenges in the world of marketing and beyond. . Today we're joined by Amy Atwood, Vice President of Regional Communication and Philanthropy at Takeda Pharmaceuticals. With over 25 years in corporate communications, Amy has championed transparency, authenticity, and the integration of patient perspectives throughout her career.

00:00:21.260

Her journey from roles at Sanofi