Corporate Communication Strategy For Gardasil Vaccine

What is a Communications Strategy?

A communications strategy is ideally designed and implemented to assist a company in maintaining communication in an effective way and also ensure that its successfully meets it core organisational objectives in a strategic manner.

Key components that constitute the strategy

These are inter-related between the components are detailed below;

The above-mentioned framework is one of most popular model of communication-based on the concept of Sender—Channel—Receiver

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Key constituents and receiver of the respective pharmaceutical company Gardasil

Primary constituents:	Secondary constituents
i. Employees	i. New media and traditional media
ii. Consumers	ii. Creditor
iii. Shareholders	iii. Government
iv. Communities	iv. Supplier

 
The constituents both primary and secondary are dependent on each other. Employees help in developing the product and provide services to the customers. Consumers invest in the product and help in revenue generation. The shareholders show trust in the expertise of the product developed and invest in the same and communities finally consume the vaccine and educate the society. In addition, such strong association helps the organisation to improve its overall brand image, which helps in increasing its overall market share. Thus, the constituents are interrelated.

Secondly, new media, traditional media, Government, supplier and even creditor are closely connected in order to ensure improvement in product movement and business. Both traditional and new media focus on enhancing promotion and visibility of the product so that consumers learn about the new phenomenal invention. Government is informed about the issue by launching awareness generating campaign so that they help parents in investing in vaccination. Suppliers and Creditors are also inter-related as they focus on product arrangement and availability.

Internal and external stakeholders of the company include its vendors, consumers and the external public with whom the company has to maintain communication on a regular basis (Argenti, 2009).

As far as the stakeholders for Gardasil in Singapore are concerned the company should address the following three main groups of stakeholders and improve the vaccination and healing from the medication;

Interrelation or differentiation between three major groups of stakeholders

Customers and vaccine recipients	Parents of young girls	Physicians and medical practitioners
The customers are considering the vaccination from Gardasil and leading a proper life. This is because the vaccines are of superior quality that matches the needs of the customers.	The parents of young girls are indulged into deciding if they should focus on vaccinating their children. They often tend to judge the importance of the vaccinations to be provided to their children.	They are of key importance and are respected for advising, recommending as well as informing patients about using the vaccine.
Since it has been established that Gardasil could be used as a vaccine to protect human health from sexually transmitted diseases, females aged between nine to 26 years are the main stakeholders as women between 25 years suffer from the highest rate of sexually transmitted disease.	Several NGOs and social advisors further suggest parents about considering vaccination to young women. Besides this, another problem faced by parents in Gardasil vaccination is that the Government do not allow any discount on the purchase or support with the fund (Bunting & Cagle, 2016).	These physicians are professionals and are engaged into adopting strategies to sell the product. Thus the physicians connected to the respective field enlighten patients about Gardasil vaccination (Collins, 2010).

As far as company’s efforts related to investors are concerned, it should be polite and well maintained so that the company could get sufficient assistance from the respective sources as and when needed. Investors generally include all those individuals and units that could raise fund for the company’s business enhancement. Some of the mail financial support involves the bank, shareholders, stakeholders and other small-scale investors who offer support and this support is essential for maintaining proper business communication.

Internal communication is also essential for business management as it helps in maintaining adequate relationship within the team of workers and internal stakeholders. As far as company’s efforts are concerned, communications within the team that is both at the internal and external level are to be maintained properly so that the relations with the public and consumers is maintained in an impressive way (Hu?bner, 2014). Corporate communication is a unique approach that enhances the company’s overall business image and branding which in a way enhances revenue generation and sustenance of the brand in the competitive business environment.

Application of communication strategy is likely to guide content management, which is to be carried out on digital as well as traditional channels. Since the medical company that develops vaccine has a number of stakeholders they could easily maintain relationship with the investors by emphasising on the use of internal mailers and HTML mailers for internal communication while for external communication CSR events could be organised to generate awareness regarding the need for vaccination (Oliver, 2012). From the perspective of corporate social responsibility, the programmes and awareness campaigns should be planned to educate society about the need for health-related vaccination.

Key Components of a Communications Strategy

Organising events with local social care houses and hospitals will help in generating awareness about the need for the vaccination. Involving medical practitioners in this communication campaign would further help in convincing customers and target clients such as parents of young daughters about the need for such vaccination at an early age. Thus, carving out unique events and programmes will slowly help in getting aids and financial support for healthcare programme. Awareness generation campaign may be activated both from traditional and new age Corp Com approaches such as, using social networking for campaigning against sexual diseases would automatically help in attracting curious parents and clients who wish to lead a safe life. Besides this, the campaign will focus on creating awareness about safe sex and need for vaccination, thus awareness generating videos or short templates shall be shared to inform the public through social networking (Simonsen, 2009). Such approaches will slowly help in changing the overall thought process of an individual.

Corporate communication plan to maintain media relations:

Both traditional and new age media shall be targeted to continue the brand promotion and communication. Press releases will be shared through leading journalists from newspaper for placing the story along with initiating awareness campaign through writing about it in the health care page. Press releases will automatically help in informing people from different background and age group. Also in the broadcast media stories on awareness generation shall be placed in the medical or healthcare programmes. Health care programmes are generally organised in the afternoon or in the evening. During this phase, patients generally interact with health advisor and medical practitioners. They help patients with adequate guidance about the treatment and suggest medication. Thus organising such programmes with medical practitioners or advisor will help in informing target customers in a defined way (Sung & Cho, 2016). These unique campaigns and advices, as well as events at the social level, will automatically help in generating awareness and ensure business enhancement in a responsible way.

Simply developing a communication strategy is not enough; it has to be ensured that the message is communicated in a proper way. On the online platform, two-way communication is encouraged. Through one-on-one communication, people are advised and they are involved in the usage of vaccination for experiencing healthy life in future. Apart from these magazines is another way of sharing information with clients. Magazines could be utilised to present feature articles on human health and care and thus inform public about the need and usage of vaccination in a defined way (Bunting & Cagle, 2016).

Apart from these approaches regular press releases shall be circulated discussion session on health and vaccination will be arranged and organized on television and radio. Such PR activities will help in generating awareness about the issue and inform about human health through effective approaches.

References:

Argenti, P. (2009). Corporate communication.

Bunting, M., & Cagle, J. (2016).Impact of brief communication training among hospital social workers. Social Work In Health Care, 55(10), 794-805. https://dx.doi.org/10.1080/00981389.2016.1231743

Collins, S. (2010). Corporate Social Responsibility and the Future Health Care Manager. The Health Care Manager, 29(4), 339-345. https://dx.doi.org/10.1097/hcm.0b013e3181fa050e

Goodman, M., & Hirsch, P. (2012). Corporate communication. [New York, N.Y.]: Business Expert Press.

Hu?bner, H. (2014). The communicating company. New York: Springer.

Idowu, S., Capaldi, N., Zu, L., & Das Gupta, A. (2013). Encyclopedia of corporate social responsibility. Berlin: Springer.

Oliver, S. (2012). Handbook of corporate communication and public relations. London: Routledge.

Simonsen, H. (2009). Communication policy, corporate language policy and corporate information portal. Journal Of Communication Management, 13(3), 200-217. https://dx.doi.org/10.1108/13632540910976662

Sung, M., & Cho, J. (2016). Corporate Communication Management on Social Networking Sites: Analysis of Communication Strategies on Corporate Facebook pages. Journal Of Communication Science, 16(4), 41. https://dx.doi.org/10.14696/jcs.2016.12.16.4.41

Van Riel C.B, F. (2013). Essentials Of Corporate Communication*.