Abbott Laboratories
Preparing global leadership to communicate under pressure in a highly scrutinized industry
Situation Summary
Situation Summary
Abbott Laboratories convened more than 100 communications leaders from across its global operations and sought to strengthen their ability to engage effectively with media and stakeholders.
Operating in a highly regulated and scrutinized sector, Abbott faced complex communications challenges across issues including drug pricing, product safety, intellectual property, direct-to-consumer marketing, and crisis response. The company required a consistent, enterprise-wide approach to messaging and media engagement to ensure its leaders could respond with clarity and confidence in high-pressure situations.
Qorvis Solution
Qorvis Solution
Qorvis designed a comprehensive media training and crisis preparedness program tailored to Abbott’s global communications leadership. The program focused on real-world scenarios and high-risk issues, including drug costs, drug safety, intellectual property, and crisis communications. Participants were trained to anticipate and respond to difficult questions from reporters, understand the dynamics of healthcare media coverage, and deliver disciplined, effective messaging under pressure.
Qorvis supported broader crisis preparedness efforts, including identifying potential vulnerabilities and developing structured response frameworks across key risk areas such as product claims, regulatory scrutiny, and supply chain concerns.
Abbott’s global communications leaders left the program with increased confidence and a shared framework for engaging with media and stakeholders across a range of complex issues.