Life Sciences Project Green LightHow to Gain Corporate Buy-In

To achieve buy-in, budget approval, or a project

green light you must first engage.

You must guide the company to the

realization that the initiative is a change for the better and that they

are a part of that positive change.

Engaging with your internal audience

requires preparation, analysis, relevant content

with context, and storytelling.

So let’s build a story ….

Audience Pre-education

Questions to be answered before the

presentation is developed

Exercise #1: Define who will be in the room. Who is the target audience for the presentation?

Example: CMO, CEO, CFO, Brand Manager, Corporate Communications Director, Product Management Team, Global Marketing Team

Exercise #2: Define the benefits of the presentation to the individuals attending.

Example: Gain power, improve the lives of patients, gain influence, gain accessibility, earn a promotion, earn a bonus or pay increase, develop my skill set and/or experience, love my job, contribute to the success of the company

Exercise #3: Define the benefits of the presentation to the company.

Example: Develop patient intimacy, improve the lives of patients, reach hard-to-see physicians, develop HCP loyalty, drive KOL advocacy, increase productivity, increase lifecycle revenue optimization, grown brand awareness, and deploy approved messaging.

Exercise #4: Define the return for the company with this type of initiative. Consult which metrics are on the manufacturing executive dashboard.

Example: Improvement against net income, return on equity, return on assets, sales by product category, sales by customer segment, cost of drug discovery, trial statistics and status, performance level of new prescriptions, patient demographics, shipment and inventory, satisfaction and effectiveness, quality metrics, efficiency metrics, inventory metrics, regulatory and compliance metrics, maintenance metrics, new product innovation metrics, brand loyalty

Exercise #5: What are you asking for the company to invest? Define your ask.

Example: Money, people, time, tools, awareness

Now, let’s build the presentation

Capture this conversation in 18 minutes

Remember to communicate your origin

story (where did you start?).

Paint a mental picture with multi-senses

You must take numbers on a page and turn them into something tangible

Define what the audience needs to know during the

presentation to keep them focused and what they need to know by the time they leave.

Exercise #1: Define your passion behind your marketing programs. Is it supporting sales, helping the customer, driving revenue, etc? Consult your marketing charter and define the passion within it.

Example: We apply science and our global resources to improve health and well-being at every stage of life. We strive to set the standard for quality, safety and value in the discovery, development and manufacturing of medicines for people and animals.

Exercise #2: Define the Origin Story

Example: Through the years, our researchers have helped to find new ways to treat and prevent illness - from the discovery of vitamin X, to the first X vaccine, to cold remedies and antacids. Each of these achievements was inspired by improving the lives of patients. While we are proud of our past, we are enthusiastic about the future of this company and we are excited to help create a healthier, brighter future for people around the world. This will only be possible by investing in tools and technologies to better engage and support our patients and gain knowledge about symptoms, self care, and the lives of patients over time to more clearly discern how people use medications. This will ultimately help us achieve our goal towards informing the development of future treatment.

Exercise #3: Create your twitter headline. What’s the one thing you want your audience to know?

Example: How We Can Leverage Scientific Excellence to Improve the Life and Care of Our Patients

Exercise #4: Build in the Rule of 3. People can remember 3 things at once. Define those 3 points that support your Twitter headline.

Example:

– We’re developing an understanding of the patient

– We’re building a consistent branded experience for the patient

– We’re providing proactive support and resources to our patients

Exercise #5:

Support each of the 3 points with a story.

Tell a story.

Have a conversation.

Example Story for Point #1:

We’re developing an understanding of the patient. Through medication adherence programs including helpful newsletters and educational patient portals, we’re capturing and analyzing patients’ digital body language. And we’re using the information to better support and educate the patient and the drug discovery process. Through our community platform we drove greater patient support and resources for those patients. We also learned that insomnia was a common issue for those with disease X and we can now work to overcome those challenges.

Example Story for Point #2:

We’re building a consistent branded experience for the patient. We’ve standardized, across the global organization, digital brand guidelines, global email policy, and privacy policy across all digital channels, including our social media channels. We’ve aligned with healthcare provides to provide the best care and support to the patient while meeting compliance and regulation guidelines while also keeping consistent with brand guidelines. For example, we’re focusing on 20 comprehensive cancer hospitals across the United States to. Using a key account management approach, we’re executing branded educational workshops to educate the entire treatment team from HCPs to hospital administrators on safety and technology. These HCPs have aligned with us to deliver the content required for patient support.

Example Story for Point #3:

We’re providing proactive support and resources to our patients. We’ve aligned with Healthcare providers to communicate to the patient the right information at the right stage of disease progression. We’ve ensured that our message meets the needs of the patients at each specific point in their disease progression. For example, recently diagnosed prostate cancer patients receive support through our patient advocacy network. When the patient begins radiation and chemotherapy treatments they receive informative content developed by compatible POLs as well as recipes for meals that will alleviate nausea.

registrations.

Exercise #6:

Support each of the 3 points with data that has context.

Example Supporting Data for Point #1:

We’re developing an understanding of the patient. We’ve discovered that 66% of patients are engaging in the email medication adherence program, 26% are utilizing the medication adherence app, and 8% are participating in the patient community discussions. This data is justifying our pursuit of a more comprehensive patient strategy to address the needs of patients throughout the patient experience. This is allowing us to better support the patients, improve the patient experience, and drive future drug discovery initiatives.

Example Supporting Data for Point #2:

We’re building a consistent branded experience for the patient. 80% of our high decile prescribers are directing patients to our patient portal. 70% of known patients research their disease on our patient portal. 57% of patient that engage on our social channels convert to our patient portal. These data points have allowed us to identify what channels and content offerings are most engaging for the patient community. We can now work to provide more informational, dietary, and “what to except” content to those patients who are self-educating. This will contribute to incremental increases in patient engagement and prescriptions.

Example Supporting Data for Point #3:

We’re providing proactive support and resources to our patients. Patient engagement has increased by 43%. Prescriptions have increased by 18%. These stats support our digital marketing and patient investment thus far. But given the digital patient behavior defined earlier, we must continue to invest in our digital initiatives if we’re going to continue building our patient communities to drive revenue and drug discovery, and more importantly improve the lives of patients.

Now, REHEARSE!

REMEMBER …..

ENGAGE

Deliver content that educates, nurtures, and

motivates

Deliver content that educates, nurtures, and

motivates

Define your target audience.

Define the benefits to the individual.

Define the benefits to the company.

Define the return for the company.

Define your ask.

Define your passion.

Define your origin story.

Create your twitter headline.

Define your 3 points to support your twitter

headline.

Define your supporting story.

Define the supporting data and include context

for each data point.

Define the supporting data and include context

for each data point.

Tell Your Story in 18 Minutes.