Pharmacognosy

BACKGROUND

The American Society of Pharmacognosy (ASP) came to us with one simple task. Recruit more members into their association. At the top level, there were a lot of problems associated with why they were struggling with membership.

• Misconception as to what they actually do.

• Low membership from younger members.

• Lack of respect/trust from fellow colleagues.

• Lack of funding from pharmaceutical companies.

SITUATION

Pharmacognosy is the forgotten hero of drug-related science

The number of natural product drug discovery programs has steadily declined since the 1980s, primarily because pharmaceutical companies have shifted to using synthetic chemical libraries. Prior to 1980, Pharmacognosists were the Einsteins and Indiana Jones of drug discovery and were viewed in high esteem. They tapped into nature, finding solutions to problems that would have otherwise ruined mankind.

• Salicylic acid, the precursor of Aspirin, was isolated in 1874 from Willow bark.

• More potent painkillers such as Morphine and Codeine, were isolated from the Opium poppy.

• The antimalarial agent Quinine was separated from Cinchona (China Bark).

• In the past, when a new drug was found, it meant that someone discovered a new natural origin from which a cure could arise. However, the modern definition of drug discovery means that already existing compounds are combined in a different way from which a cure could arise.

OPPORTUNITY

Pharmacognosy is still the mother of all drug-related science

Crude products found by Pharmacognosists are the prototype and inspiration for all synthetic drugs. Despite how drug synthesis has advanced, it is still impossible to mimic the molecular structure of some of these very important crude products. Pharmacognosy also provides an infinite source for drug development and can provide opportunities for new discoveries to combat illnesses that still trouble mankind (e.g Aids, Cancer, Diabetes, Ebola). Without it, all other drug-related sciences would not have gotten to where they are. Doctors would not have cures to save lives. The Molecular Biologists that pharmaceutical companies are crazy about, wouldn’t have a library of molecules to pull from.

Aspirational Scientists: (18 – 30)

• Currently in College / Graduate school

• They aspire to one day become professionals in the field of pharmaceutical science

• They have an idea of what they want to do but need help getting there

• When seeking out a profession, they are looking for reliability, stability, mentorship, and acknowledgement

• They are intrigued by nature and the secrets that it holds

• Innately curious: so they keep up with Journals and research

Voice:

“I’m not satisfied by using the results of other peoples work. I want to be part of the scientific process.”

“I’m fulfilled when I find something that no one else found”

“I’d love to be able to pave the way for people to access information”

STRATEGY

Champion drug discovery as an adventure and invite the audience to become explorers.

BRAND ESSENCE VIDEO

I created this video to help the client and team feel the new essence of the brand.

CREATIVE EXECUTION

The strategy informed a new name and identity for the brand, as well as a campaign tailored at the target audience to raise awareness for the new organization, recruit new members and solicit funding.