Advancements in cellular, genetic and immunotherapy science hold the promise of revolutionizing healthcare by enabling the delivery of personalized treatments and the development of new drugs to fight cancers and other diseases. These advancements are also revolutionizing the way medicines are produced and delivered, requiring a rarely-seen degree of “mass customization” and careful production-pathway orchestration. Manufacturers rely on complex, distributed supply chains to ensure that the right patient gets the right treatment at the right time.
U.K.-based TrakCel provides a software platform that allows these manufacturers to develop therapies safely at scale, ensuring that critical identity, custody and condition chains are maintained. Having tripled in size since 2016, the company now boasts 75 employees and more than a dozen clients across Europe and the United States.
With the opportunity to play a vital role in the future of healthcare, TrakCel’s leaders recognized the need to establish a purpose-based culture to help guide and illuminate the company’s continued growth (not unlike the way in which TrakCel software helps guide and illuminate clients’ growth).
With the opportunity to play a vital role in the future of healthcare, TrakCel’s leaders recognized the need to establish a purpose-based culture to help guide and illuminate the company’s continued growth (not unlike the way in which TrakCel software helps guide and illuminate clients’ growth).
Enter Purpose-Way-Impact: The “North Star” Messaging Framework
Looking to capture the best of its culture, TrakCel leadership initially considered the traditional Mission-Vision-Values framework. However, COO James Rudolf had immediate reservations. “It didn’t offer the right level of potential for people to engage emotionally and felt like we’d just be going through the motions.” In early 2018, Rudolf contacted BrandFoundations and decided to use our Purpose-Way-Impact (PWI) model to conduct a self-administered workshop with other TrakCel team members.
“The PWI framework gave us a great structure that we used with a group of about twelve folks over the course of a few sessions,” according to Rudolf. “We were able to facilitate a great conversation about what each of us feel are the most important aspects of life at TrakCel.”
As a result of this exercise, the company now has a clear set of “north star” statements that provide differentiation, behavioral guidance, and inspiration to employees while also resonating with clients and prospects.
Says COO Rudolf: “We now have core messaging that can engage the whole employee journey, it gives us a common language to express why and how we are doing things. We’ve even summarized the statements and values into visual representations around the offices. BrandFoundation's PWI messaging model has finally given voice to the way we think and feel about the company.”
Time for a Stronger Foundation?
Does your company’s foundational messaging need a genetic overhaul in order to better express your “north star”? Read more about the PWI model, download our PWI infographic, then contact us today and let us show you a better way to tell the story of your brand and culture.