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 ○ Under the Radar ○ Sponsorship ○ Survey Information ○ Education

• Primary Target Audiences
• Overall Budget
• So What?

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?