Case Study – Asking the Right Questions

A global pharmaceutical company needed to make a product announcement through coordinated communication strategies in multiple countries. To start, I conducted a survey among country communicators to establish what they would need to make the announcement. Asking the individual countries what they had done before in this area and what resources would help them succeed enabled me to develop a global communications plan that would benefit each country. As the survey was conducted through individual telephone conversations, relationships were established whereby countries felt comfortable asking questions or requesting particular tools for the announcement. The survey achieved the research goal by adding insight to a global communications plan that supported successful individual country announcements.