Understanding Corporate Communication Function and Role
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The document outlines the corporate communication strategies of a leading pharmaceutical company focused on immunosuppressants, including objectives for public relations, a planned media campaign, and initiatives to engage with the transplant community. Key topics include budget constraints, crisis management surrounding high drug costs, and lobbying efforts for amendments to the human organ donation act. Additionally, it discusses the importance of pre-IPO communication to generate media interest and retain customers.
Understanding Corporate Communication Function and Role
- 3. Company Profile • Leading pharmaceutical company in world • No. 1 in immunosuppressant • Launch products in India
- 4. Objective for - PR • Reach out to transplant community • Reach out to doctors in the transplant community • Keep low on financial investments in India • Management to keep a low profile • Marketing budget Rs. 20 lakhs
- 5. Company launch in Media • Press conference, instead of Press briefing
- 6. Initiative – Program For Life • Reach out to Transplant Patients and Doctors community • Portray stories related to transplant Pan – India • Transplant Experience
- 7. Initiate – Transplant coordinators meet • Promote concept of Transplant and so helps in increase in number of organ donationss
- 8. Amendment in Human Organ Act • Create a lobby for amendment in Human Organ Donation act • Organize and plan round – table conference • Bill to be drafted by Mr. Amar Singh in RS
- 9. s
- 10. Lobby – change in act • Lobby to change the act – Human Organ Donation Act • Lobby to introduce – Mediclaim facility for Dialysis patients • Lobby to form – ZTCC (Zonal Transplant Co – ordination Committee)
- 12. Managing Crisis • Medicine was costliest in the market as immunosuppressant (box of 10 – Rs. 1000) • Generic available at 1/4th the cost • Managing Doctor’s ego • Since MCI has banned Pharma cos from giving SOPs to doctors, managing them was difficult • The whole business was related with accident victims.
- 17. UTI Bank to Axis Bank • Change of UTI Bank to Axis bank • External communication • Internal communication
- 21. IPO Announcement • • • • • PR to generate pre – IPO media mileage Getting over subscribed Same as launch of a movie Highlighting about company expansion plans Highlighting about company evaluation
- 25. Merger & Acquisition • • • • External communication Internal communication Retain customers and employees Case study – Tata – Jaguar – Saytam – Tech Mahindra