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Read the following case studies to learn about the types of
problems we help our clients solve.
analysis
Situation
A global pharmaceutical company has learned that a medical
society will shortly release new guidelines. The recommendations
have the potential to transform the treatment of a common cardiovascular
disease.
Assignment
Help the company understand the potential impact of the guidelines
on medical practice via primary and secondary research. In addition,
craft a public response to the guidelines that is in line with
the company's mission and reputation in the cardiovascular arena.
Actions
Key activities:
- Conduct primary research (with physician experts and medical
associations) to understand the impact of the guidelines on
medical practice.
- Conduct secondary research (i.e., reviewing articles in
medical and consumer publications) to determine the tone and
tenor of the dialogue about the disease and guidelines.
- Develop a report that features a specific point-of-view
on the research findings.
- Make recommendations on how the client should communicate
about the guidelines to the public.
- Develop content (i.e., press release, standby statement)
outlining the client's position on the recommendations.
strategic/tactical recommendations
Situation
A long-established not-for-profit organization is experiencing
sharp declines in its membership and donations. The executive
director of the organization has decided that this situation
is primarily due to a lack of organizational focus. Specifically,
donors and constituents do not have a clear understanding of
the organization's mission.
Assignment
Provide the executive director with guidance on how to revitalize
the organization's brand and attract new constituents and donors.
Actions
Key activities:
- Conduct primary and secondary research to determine what
the organization's constituents believe about the organization.
This includes interviewing physicians, constituents and donors.
- Provide insight and guidance on how the organization should
talk about itself to its constituents and donors to further
clarify its mission and objectives.
- Provide recommendations on the types of programs the organization
should implement to ensure its activities are consistent with
its stated mission.
training
Situation
A global pharmaceutical company is seeking innovative ways
to educate internal marketers on a new product and streamline
implementation.
Assignment
Develop customizable, interactive e-training tools to facilitate
team training and implementation of critical marketing communications
activities. The training tools should focus on the following
topics:
Actions
Key activities:
- Engage the global product team to secure endorsement of
strategic direction for marketing communications activities
- Develop recommendations for additional marketing communications
activities that could be implemented successfully.
- Develop interactive e-training tools that educate marketers
on brand value and provide step-by-step guidance on how to
implement key activities.
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