Please login to the form below

Not currently logged in
Email:
Password:

It's all in the preparation

'Fail to plan: plan to fail' is an old and often quoted saying, but how much planning and preparation do you really put into developing your agency brief?

Vegetables being prepared on a chopping boardPerhaps the key challenge in the planning and implementation of any European cross-national programme is securing the enthusiasm, buy-in and commitment of the local operating companies (LOCs).

How well has this worked in the past? Which initiatives have previously failed to secure LOC support? Why? A brief that accurately reflects LOCs' needs, is invaluable.

 





Potential service providers

Section  Content
Background • Key data about your company, the product, the key competitors
Objective • Programme objectives and scope of work
• The anticipated result
• What effect should the communication have?
• What do you want the target audience to think, to feel, to do?
Target audience • Who exactly are we talking to?
• Target group(s) including geographical information
Brand positioning • The main advantages/disadvantages (factual and/or emotional) of your product and competitor products
• After the project, how should the audience perceive your product?
Key messages • Key messages in a priority order, eg, by audience and geography
Timing and budget information • A timetable showing the proposed agency presentation date(s)
• The budget allocated for this activity, or a 'ball park' guide?
Key contact point and availability • Main contact point and availability
• Handling of agency questions (ie, email or by phone, specific time or ad hoc?)
• Ask for a single point of contact


What implication does a pan-European remit have for the briefing process?
Company culture/structure • For example, regional versus local autonomy
Product approval/ lifecycle status • By country: European mutual recognition procedures mean that the regulatory authorities in a single national market can be influential in establishing a product's perceived safety and value across Europe. This has implications both for licence approvals and for pricing
Product target/aspiration • By country, region or other criteria
National resource • What team, if any, do the national markets have in place?
Priority markets • Which markets require the most attention? Those with the greatest earning potential or those who have the least local resource?
KEEs/spokespeople • Location/nationality/viewpoint of top-tier specialists
Ongoing research • Location of live clinical research sites
SPP/CME • Existing strategic publication plan (SPP) and any existing medical education
(CME) activities
Other relevant information • Should the campaign take into consideration any legal or self-regulatory constraints specific to your company, market and therapy area?
• Will you need specialised assistance and in-depth local market understanding from your agency?
• Are the desired communication channels appropriate for the local market restrictions, eg, access to new media?
• Other idiosyncrasies unique to the company, product or disease state
Approval process • What is the pitch process?
• How many agencies are involved?
• Who are the decision makers?
• Communicate a decision timeline
• When would you like work to start?

 

The Authors
Mark Forbes Irving, managing director and Glenn Mursell, associate director, client services, Wells Healthcare Communications can be contacted on +44 (0)1892 511600.

To comment on this article, email editor@pmlive.com 

 

Related articles: A Fine Balance

15th February 2010

Share

Featured jobs

Subscribe to our email news alerts

PMHub

Add my company
Cuttsy + Cuttsy

How do you understand what patients really need, without actually living their lives? How do you walk in someone else’s...

Latest intelligence

How can pharma engage with key stakeholders on NHS service transformation?
Steve How, Paul Midgley and Oli Hudson, of the Wilmington Healthcare consulting team, explain how pharma should make its case for change...
michael elliot
The race for an HIV ‘cure’
Supercharging therapies as pharma and patients work together...
Medopad: the up and coming unicorn transforming remote patient monitoring
Blue Latitude Health speaks to Medopad’s Martha Carruthers to learn how the start-up’s modular apps are helping patients with complex diseases....

Infographics