Introduction
This paper presents a communication plan for Abbvie, a leading American Pharmaceutical Corporation that seeks to take on the most difficult challenges in health globally. Their commitment is based on the compassion they have for individuals across the globe, their commitment to serve humanity, their unrelenting pursuit of integrity in whatever they do, and the organization’s dedication to inclusion and innovation (Abbvie Corporation, 2014). This communication plan thus seeks to spell out the relationship between channels, activities, strategies, messages and audience and will help the corporation identify the people they need to access, how they will be accessed and what they should know.
Situation Analysis
Abbvie has several factors that affect the organization, some internally and others externally. A SWOT analysis of the company will be essential in helping identify the organization's strengths, weaknesses, opportunities to be harnessed and the challenges facing it and thus develop specific strategies on how to overcome the difficulties (Van Der Linden et al., 2015).
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Strengths
The corporation has a diverse and robust willed team of directors from various academic disciplines that seek to propel the organization forward. The organization also has a strong presence across all the six continents and in over 175 strategic countries globally. The company has also partnered with major research institutions globally that boost their capacity and position as a leading pharmaceutical industry globally (Gorbatov et al., 2020).
Weaknesses
Abbvie may suffer from high business modelling in the health sector and inferior global branding that does not appeal to other audiences. The company, based on its size and demand for results, may suffer low staff morale.
Opportunities
The company can explore beyond the countries they operate in. their increased investment in technology is an opportunity to invest more on telemedicine that will transform how patients receive lower-level patient care.
Threats
The company suffers a risk as a result of the global generic drugs. Counterfeit drugs and international quality control may impact on the perception of the company if fake drugs under its brand infiltrate the market (Perkins, 2016).
Stakeholder Analysis
Chief Executive Officer
Abbvie being a leading global pharmaceutical firm, has participation and leadership at the global stage, regional stage and national stage. The company is led by the Chairman of the Board and the Chief Executive Officer. He has a rich experience spanning over 30 years in the medical field in various institutions. He provides overall strategic leadership of the organization.
Head of External Affairs
The vice-chairman and head of external affairs, responsible for government affairs, corporate branding and communications, global legal, economics and health outcomes, research and has a wealth of experience as an attorney rising through the ranks.
Chief Strategy Officer
Abbvie has a Chief Strategy Officer who is responsible for developing the corporate strategy, development of the business and acquisitions, alliance management and ventures and search and evaluation. This essential position is improving the corporation's pipeline of innovative clinical and preclinical development programs and forming partnerships and collaborations globally (Twombly et al., 2020).
The entire team of Abbvie Corporation is a team, with a wealth of experience and ability to steer the corporations to the top while continuing to engage in research to solve the emergent health challenges globally (Schulman, 2016).
Objectives
Abbvie seeks to engage in research to realize better health outcomes among its patients. The corporation also seeks to uphold clinical ethics, safety and quality. Abbvie also aims to build teams that have diverse perspectives and strong skills.
Target Audience
Abbvie corporation will target their patients who are their leading customers, besides other individuals who may be interested in them. This is because their patients are the users of the products they develop. The corporation will also target their partners and firms their merge with to increase their access to more patients .
Strategy
The corporation aims at delivering innovative medicines to their patients and contributing significantly towards people's lives. They seek to capitalize on this to develop a value for both the shareholders and the patients (Barston et al., 2018).
Tactics
The corporation seeks to use various tactics to achieve their end goal. Abbvie's strategy includes developing a reliable flow of innovative new medicines over time. This provides their patients with compelling benefits (Rossi et al., 2017), economic value and exceptional clinical performance (Holtzblatt, 2015). The corporation seeks to introduce 20 new indications by the end of 2020 in an ambitious plan to raise the level of care and to provide essential needs that have not been met. The corporation also seeks to enhance access to products on markets. This is essential to them in developing their market leadership and the continuous provision of their promoted medicines to their patients globally. They aim to use their excellent record of implementation as the most central facet in growing their market products. Another tactic the corporation seeks to utilize is the enhancement of their corporation’s culture. Abbvie seeks to attract and develop the best talent around. That is made possible through innovation that provides an extraordinary impact.
Timeline
Abbvie targets existing gaps and needs to develop their timelines in terms of making a breakthrough in their innovation. They have a timeline of introducing 20 other indications before 2020 comes to a close. This, however, may be varied especially with new challenges such as Covid-19 coming up to test the level of response pharmaceutical companies globally has. Research on the new strain of the disease will; seek to extend the timelines the corporation has in implementing the majority of the strategies and products they sought to have introduced by 2020.
Budget
Pharmaceuticals invest a lot of resources in the development of its products that range into millions of dollars (Kim and Won, 2018). Developing a single medicine, for example, the ongoing research work in the rush to establish a covid-19 vaccine is utilizing millions of dollars across all the research centers of Abbvie.
Reflection
Abbvie is one of the leading pharmaceutical corporations that develop medicine for their patients. My involvement in research is essential in helping the company identify new opportunities in their research areas while appreciating the possible threats to their work. My input is therefore, essential for the corporation as it guides the steps they will be making.
References
Abbvie Corporation. (2014). Viekira Pak (ombitasvir, paritaprevir and ritonavir tablets; dasabuvir tablets) Prescribing Information.
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