Innovative Medicines Canada

Championing healthcare
access & policy

IMC helps ensure Canadians get the most from leading medicines and treatments. Through storytelling and social content, Stiff boosted awareness of IMC’s role in advocating for an accessible healthcare.

Advocating for timely access

With the release of its Access to Medicine strategy, this member-based organization needed to improve awareness of its advisory value in shaping government policy. IMC also wanted to enhance its public profile and help Canadians understand the impact of innovative medicines—and the gaps in accessing them. Myth-busting was another objective, particularly around the availability of medicines in Canada. We developed monthly social media content toolkits for member engagement. The content, including custom graphics, promotes healthcare awareness days that highlight ongoing research, lesser-known diseases and community resources.

To build further interest around IMC’s role and its Access to Medicine strategy , we are crafting a series of patient stories. These long-form articles offer snapshots of the lives of a diverse group of Canadians who have experienced challenging health conditions. Each narrative honours the individual’s experience while educating readers on important and timely issues in pharmaceuticals and healthcare. We also developed op-eds, speeches and media releases throughout our work with IMC.