ELITE 2018 PR Guru Christina Zoppi of Novartis Pharmaceuticals Corporation

Christina Zoppi

Director, Communications, Neuroscience, U.S. Pharma

Novartis Pharmaceuticals Corporation

Getting the Word Out

“Christina applies innovative thinking to all that she does,” says Stephanie Brown, Vice President & Head, Neuroscience Franchise at Novartis Pharmaceuticals Corporation. “Utilization of blogs, various formats, and mediums to deliver messages (videos, written messages, live Town Halls) and new ways to engage internally as well as externally are top of her mind.”

For instance, Christina and her team are working to re-imagine traditional leadership messages with consistent, but strategic touchpoints throughout the year. Christina is helping to accelerate a culture movement using different vehicles for leader communications, including a Reflections Video Series that focuses on leader perspective and observation—not just information sharing—and working on “Faces of Neuroscience” that will highlight individual associates to engage and recognize people in the franchise on a deeper level.

Christina is consistently thinking about ways to take successful activities to the next level or be agile and shift strategy, when needed. Her excitement about the work she does to build and support the Neuroscience Franchise is palpable. “I feel strongly about a ‘one team’ approach and we have been working hard to pull that through to impact customers and associates alike in all of our work,” Christina says. “Team collaboration is what brings the best programs to life. I’ve been proud to partner with amazing and intelligent colleagues to co-create great work.”

Christina is also driving external-facing activities and identifying strategic ways to reach key audiences among the brands she supports. She looks for opportunities to extend a message to ensure it reaches the target audience. This includes a recent focus on blogger and social media influencer engagement, sponsored content opportunities, community influencer outreach, and event execution, such as blogger summits.

“One of the things I love about healthcare communications is knowing we can impact a patient’s life in even a small way,” Christina notes. “I plan to continue learning and challenging myself to bring the best programs forward to help support patient needs.”

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