Brand Tone

Professional and Authoritative, Informative and Educational, Cautious and Regulated, Aspiring and Forward-Looking, Caring (Stated)

Brand Values

• •Leading the way
• •Focus and Accountability
• •Getting it done together
• •Innovating Where We Create Value
• •Caring
• •Making our families proud
• •Commitment to Quality and Accessibility

Best Practices

• •Adhere to Regulatory Guidelines Strictly: Given the pharmaceutical industry, all copy must be factual, non-misleading, and compliant with health and advertising regulations. This inherently shapes a more formal and cautious tone. Avoid direct product claims unless fully substantiated and approved for specific channels.
• •Emphasize Patient Benefit & Accessibility: While maintaining professionalism, consistently link Teva's work back to its mission of improving patient lives and making healthcare accessible. Use empathetic language where appropriate, without making unsubstantiated emotional appeals.
• •Highlight Innovation and Forward Momentum: Showcase R&D efforts, strategic initiatives (like "Pivot to Growth"), and advancements in medicine to convey a forward-looking and dynamic image, balanced with stability and reliability.
• •Maintain Factual Accuracy and Transparency: Ensure all statements are verifiable and transparent. In a sector often facing public scrutiny, building and maintaining trust through honest communication is paramount. This supports an authoritative yet approachable tone.
• •Unified Voice Across Platforms (within constraints): While the depth of information may vary (e.g., a detailed scientific publication vs. a corporate LinkedIn post), the core values and overarching professional, caring, and innovative tone should be consistent. Social media, while more conversational, must still adhere to strict industry guidelines, focusing on corporate news and responsibility rather than product specifics.

Social Perception

As a Major Pharmaceutical Player, As an Innovator (in some areas), Controversy and Scrutiny, As an Employer, Investor Focus, Reliable Supplier to Healthcare Systems

Copy Examples

• •Advancing Health, Together. For over a century, Teva has been committed to making quality healthcare more accessible. We're innovating for a healthier tomorrow, because we believe everyone deserves to live better.
• •The Science of Caring. The Power of Health. At Teva, our dedication goes beyond medicine. It's about improving lives. We focus our expertise on developing both essential generics and innovative treatments to meet evolving patient needs.
• •Innovation in Focus: Shaping the Future of Medicine. We are relentlessly pursuing new solutions for complex health challenges. Our 'Pivot to Growth' strategy is driving innovation in areas where we can make the greatest impact for patients worldwide.
• •Quality Medicines. Global Reach. Patient Focus. Teva's commitment is to provide trusted, high-quality medicines to millions globally. We strive every day to ensure patients have access to the treatments they depend on.
• •More Than Medicine: A Legacy of Improving Health. Our values guide every decision we make – from research to delivery. We're dedicated to leading the way in healthcare, accountable to patients, and caring for the communities we serve.