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Situation
- Global vaccines player
- New vaccine 6 years in development from launch
- Limited alignment across Functions involved in terms of positioning aims and communications with external stakeholders
- Potential to negatively impact global market access program
Actions
- Stakeholders identified, prioritized and evaluated regarding their interests
- Core messaging developed and agreed across cross-functional group comprising:
- Research
- Clinical
- Medical Affairs
- Health Economics
- Commercial
- Key Affiliates
- Messaging tailored to needs of different stakeholder groups
- Delivery plan spanning 6 years
Results
- All internal stakeholder groups aligned around a common position and common messaging, focused on priority audiences
- Market prepared for launch well in advance
- Last minute tactical activities minimised
- Launch delays avoided.