Context:

Vertex’s Cystic Fibrosis (CF) treatment was a massive, breakthrough success that changed the entire CF treatment landscape. Since this success, Vertex has aimed to replicate this winning R&D approach by setting its sights on transforming other serious diseases, like sickle cell and Type 1 Diabetes. The challenge is that key corporate audiences see Vertex as a CF company, and don’t understand what, at first glance, appears to be a disparate pipeline, which creates skepticism of future success. Vertex needed to get key audiences of investors, partners, and talent to understand their next move, helping them minimize short-term reactions to pipeline setbacks and general confusion.