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:

• Medical Education

• Third Party Relations

• Patient Education

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.