Business managers often encounter diverse situations that require appropriate communication responses. Since each situation is unique, the communication responses that managers also differ since they must match the specific needs of a situation as well as appeal to the target audience. To demonstrate this concept, the paper explores Scenario # and seeks to illustrate how as the CEO of the pharmaceutical company, I would ensure efficiency and the success of the newly acquired drug by addressing the needs of the staff, the external stakeholders, business partner, and dissatisfied customers.
Staff E-Mail
The newly acquired product, Complex, presents several advantages to the company as well as the staff. One of the advantages is that the drug is a new product and our company has been granted the exclusive contract to facilitate the distribution of the drug since its manufacturing company cannot ensure delivery. Being the only distributor of the drug illustrates that we have no competitors; hence, our firm will benefit from all the profits derived from distributing the product. Secondly, the drug presents great potential to influence the growth of our company. The additional profits from distributing the drug will generally act as a potential source of capital for the company’s growth and expansion. Moreover, the drug is likely to create new opportunities for the company, mainly if we achieve success in its distribution. Successful distribution will attract other drug manufacturers to involve us in marketing and distributing their products, therefore influencing the growth of our company.
Delegate your assignment to our experts and they will do the rest.
Another advantage associated with the new product is that given that cancer is a life-threatening disease that is difficult to manage and on the rise, patients and health practitioners are increasingly searching for medications that are effective and minimize events of disease recurrence ( Li et al., 2016) . Hence, our company is likely to benefit from the drug since it demonstrates great potential in minimizing disease recurrence, a factor that is likely to increase the demand for the product. On the other hand, the product is beneficial to the staff since it will expose them to the distribution practices of newly launched drugs. Further, if the product contributes to significant growth of the company, the staff will benefit from increased income as well as gain the benefits associated with working for a more prominent organization.
Despite the many advantages associated with the product, I predict that the product faces two key disadvantages including high costs of marketing and distribution since it is new in the market, and our company facing a high risk of a gaining a negative reputation if the drug fails to reach the level of efficiency explained by the manufacturer in treating breast cancer. However, in case these disadvantages occur, they will be mitigated through employing measures that minimize costs, including social media marketing and devising more efficient distribution strategies. On the other hand, disadvantages associated with the drug not attaining the expected levels of efficiency will be mitigated by working closely with the manufacturer and health providers to recommend areas of improvement so that it can be useful in disease management.
Motivational External Stakeholder E-Mail
Breast cancer demonstrates a high risk of recurrence among individuals who have been successfully treated. According to ( Li et al. (2016), local recurrence, which refers to the reappearance of cancer to the lymph nodes, chest wall, or the breast after treatment, often occurs within five years following the initial diagnosis. On the other hand, approximately 3 to 15% of women who have radiation therapy and lumpectomy demonstrate the chances of local recurrence within ten years ( Li et al., 2016) . Moreover, the likelihood of recurrence when cancer is in the lymph nodes in case a mastectomy is performed and one fails to undergo radiation therapy is approximately 23%, occurring within five years following treatment ( Li et al., 2016) .
Hence, the new product presents several advantages to the cancer patients, the product manufacturer, as well as the entire healthcare sector. One of the advantages is that the product offers a high capability to minimize cancer recurrence, which will ensure better health outcomes for the patients. Minimizing chances of disease recurrence is of vital importance to the healthcare sector as well as patients since it lowers the high costs associated with the management of the disease. Secondly, the development of the new product presents advantages to both the manufacturers and distributor since it offers new solutions to the existing challenges in the management of breast cancer. Therefore, the demand for the drug is likely to be high, especially if found effective, which will consequently lead to growth in the companies’ sales and profits.
However, I predict that the two disadvantages that are likely to occur concerning the product are high costs of accessing the drug and the fact that the drug may not work as well as expected. The measures that will be implemented to mitigate the disadvantages if they occur cutting down the costs of producing the drug by incorporating technologies that minimize wastage in the production process and lower the cost of labor, therefore allowing the manufacturer to offer the product at affordable prices. On the other hand, the manufacturer will work together with oncologists and other professionals in the health sector to improve the drug so that it works within the expected levels of efficiency. This will require continuous research by the manufacturer to highlight potential aspects for improvement.
Company Blog Entry
Complexia is a cancer treatment drug manufactured by Araba. The drug presents several benefits to the users; first, the product is new indicating that its production has incorporated new aspects determined through research into the existing technologies in the drug development process. Hence, users will benefit from the new knowledge included in the development of the drug, which makes the drug superior and more effective compared to the currently available drugs in the market, including Tamoxifen. Secondly, users will benefit from the product, especially in cases where their breast cancer is hormonally driven since the drug acts as an alternative to Tamoxifen. Hence, users who experience complications when on Tamoxifen can now use Complexia. Thirdly, the product is used in the prevention of disease occurrence after and during treatment, which is of great importance to the users. A notable number of breast cancer patients experience disease recurrence, which is not only expensive to manage but also lowers one’s quality of life. Therefore, a treatment plan that minimizes chances of such recurrences is essential in avoiding additional costs as well as improving the patient’s wellbeing.
Letter to the Business Partner
Longer lead time is ideal since it allows you to have sufficient time to outsource raw materials, manufacture the product, and deliver. Despite these advantages, longer lead time is not ideal for Complexia since it is a new product that requires aggressive marketing and distribution to ensure adequate penetration into the market, where the critical competitor, Tamoxifen, is already established. Moreover, shorter lead times present several advantages to both the distributor and the manufacturer, including ensuring streamlined operations, lower carrying costs, and higher productivity. Also, shorter lead times allow for flexibility in cases of rapid market shifts, enable manufacturers to outperform their competitors by providing more efficient and faster output ( Hartley, 2017) . Further, shortening lead times would allow the distributor to meet deadlines easily and consistently, which is a crucial source of competitive advantage since it allows for faster replenishment, therefore, avoiding instances of lost customers, lost sales, and stock-outs. The shortened lead times would also contribute to increased cash flow since it helps to higher order fulfillment, which is crucial for the stability and growth of the manufacturer and the distributor.
Necessary Steps to Conflict Resolution
The complaint posted pertains to a client who took Complexia and instead of getting better, she got extremely sick. The complainant feels that the drug should not be approved since the drug lacks prove that it is useful. According to our policy, in case of complaints from clients, the distributor communicates directly with the treating physician. Hence, the first step would be to contact the physician to determine the actual causes of the deteriorating condition of the said patient. We will be keen to establish whether there are other causes for the worsening situation, whether the patient has strictly followed the manufacturer's instructions when taking the medication, and whether the client has some existing conditions that could result in negative reaction with the drug.
After the physician clarifies these facts, the company reports to the manufacturer about the actual cause of the patient's worsening condition. If the physician establishes that the drug is the cause of the problem and that the patient adhered to all instructions, the distributor will request the manufacturer to compensate the patient so that she can seek for alternative treatment plans. I will then discuss the compensation resolution to ensure that the client is comfortable, and consider recommending further research into the drug into the use of the drug and how it can affect different patients to avoid or minimize such incidences in the future.
The effectiveness of Different Communication Strategies
The negative and positive communication strategies utilized throughout the portfolio are highly effective in facilitating efficient communication between the company and all the stakeholders. Addressing such negative issues as lengthy lead times using e-mail demonstrates excellent success in influencing the manufacturer to consider shorter lead times since they present more benefits compared to their suggested models.
The effectiveness of Different Communication Modalities
The key modalities used throughout the portfolio include formal letters, blogs, and e-mails. E-mails are highly effective when passing information to individuals since they are personalized and they can always be accessed for future reference. E-mails are particularly useful for both the internal and external stakeholders, including staff and business partners. Similarly, formal letters are appropriate for the business partners since they not only pass crucial information but also act as a vital reference in the future. On the other hand, blogs are an essential way of communicating critical ideas and informing the public about the company's products. Blogs are easily accessible from the internet, and the public can get to read them. Therefore, they also act as essential marketing tools for the new product.
References
Hartley, J. R. (2017). Concurrent engineering: shortening lead times, raising quality, and lowering costs . Routledge.
Li, H., Zhu, Y., Burnside, E. S., Drukker, K., Hoadley, K. A., Fan, C., ... & Ganott, M. (2016). MR imaging radio mics signatures for predicting the risk of breast cancer recurrence as given by research versions of MammaPrint, Oncotype DX, and PAM50 gene assays. Radiology , 281 (2), 382-391.
