How do you differentiate a generic pharmaceutical company?

Hikma is unique because it was founded in Jordan. When a global pharma approached a Palestinian refugee chemist / pharmacist to head up their Middle East regional business, which they treated as a huge profit opportunity, he decided to start his own company instead. He wanted to bring medicines of equal quality to his people.

Since then, Hikma has expanded from country to country, including gaining FDA approval in the US, by acquiring local companies and investing in local operations. This allows Hikma to adapt when situations in volatile countries change, but they always adhere to the highest standards no matter the market.

The problem was, this company heritage was not transmitted clearly with each acquisition, creating a fragmented company culture that was deeper in some regions and shallower in others. They hired an expert in corporate culture to help fix the problem, who recognized that the brand story was a key part of the solution. So they brought us on to help uncover, clarify, and tell that story. We talked to executives, employees, and customers across the vastly complicated pharmaceutical ecosystem (wholesalers, hospital purchasers, pharmacists, doctors, etc.) to understand what Hikma and other pharma brands meant to them, and what they really needed from those brands. We found the story, and we found the differentiation, to help Hikma unify its global culture.

Today, Hikma continues to empower healthcare systems around the world with the medicines that make procedures possible, while empowering their employees to live their personal values at work.