Case 1 Micah Kulpinski, Sidney McClain, Can Ozbalkan, Veronica - PowerPoint PPT Presentation

Case 1 Micah Kulpinski, Sidney McClain, Can Ozbalkan, Veronica Plummer, and Justis Tenpenny

Agenda ● Case Breakdown Rejected Companies ● ● Company Breakdown ● Strategic Plan ○ Internal Prep Primary Target Audiences ● Under the Radar ○ Overall Budget ● ○ Sponsorship ● So What? ○ Survey Information ○ Education

Case Breakdown ● Pharmaceutical Company ○ Under the Radar PR campaign ● Budget: $750,000

Rejected Companies ● Purdue Pharma: Our Company ● American Based Company ● High Level of Information ● Broken Image Company

Company Breakdown ● Purdue Pharma Purdue Pharma founded in 1892 ○ 1952, Company purchased by Arthur Sackler, and company ran by his brothers Raymond and Mortimer. Headquarters in Connecticut ○ Current Company: Purdue Pharma L.P. was constituted in 1991 and ○ focuses on pain management medication.

Internal Prep Everyone within the organization must be on the same page. ● The focus is on and always will be synthetic opioids (things we sell), not street drugs. ● Victims’ families will always be against us. Know and accept this. This campaign is for the future. Not the past or present. ● Business Goal: Improve company image going forward. (Internally) Communication Goal: Leverage traditional media in an untraditional way.

Under the Radar Use traditional media in an untraditional way. Encourage audiences to share their story... “My grandma survived her fight ● with cancer thank to opioids.” ● We want our audiences to know we exist, but we do not want to be the topic of discussion.

Treatment Centers $200,000 will be given to sponsor drug treatment centers. ● Ideally money gets spent on Mat treatment centers Budget Progress

Educate ● Our biggest strategy ● Where we plan to spend the most money

Doctors ● Inform medical practitioners about opioid treatment centers ○ Help build a stronger relationship between treatment centers and hospitals nearby for out patients ● “We have restructured and significantly reduced our commercial operation and will no longer be promoting opioids to prescribers” -Purdue Pharma Budget Progress

Inner-City ● Educate our cities about the consequences of misusing opioids Fund resources and equipment for police and emergency departments for overdose persons ○ ○ Provide funds for community lions who supports promoting treatment centers Provide treatment centers with MAT ○ Budget Progress

Younger Demographic - schools Educate Students on the dangerous risks of misusing opioids ● Budget Progress

Survey Information

Legal Users vs. Illegal ● Opioids come in many different forms ● Not all of them are inherently bad ● The real numbers

Legal Users ● The better side of opioids ● Opioids are legally for Curing addiction ○ Anesthesia ○ ○ Cancer patients ○ HIV/AIDS patients And a host of other diseases that inflict pain ○

Budget (Strategies/Tactics) ● 3 employees for budget team 1 year plan ● ● Reassess at the end of the year for effectiveness

So What ● Staying within the budget Under the radar ● ● Focus on the future

Questions?