If Your Work Is Serious, It Doesn’t Mean Your Communications Has to Be

By Katie Fogleman, Jemma Weymouth, April 25, 2016

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Our friends at the Institute for Clinical and Economic Review (ICER) do serious work: their research and reports help ensure drugs are priced fairly. High drug prices affect everyone who pays for health care—which means nearly all of us—so ICER’s work is pretty important.

It’s also really complex and can be hard to understand. So when ICER asked us to help explain their “value-based approach to drug pricing” in a video for their new website, we knew we’d have to simplify ICER’s high-level analysis and rigorous process to make their approach relatable to a wide audience.

Enter ICER the character—a nerdy and lovable pair of glasses with arms and legs—who takes us on his journey as he tests out a friendly new drug to see what it should cost.

Take a look at the video below to learn about ICER’s work—and for proof that just because your work is serious business doesn’t mean your communications has to be.

(Produced by Genelle Quarles Adrien)