1. Growing Strategic Med
Comms from the ground up
Preparing the landscape
Created by Julie Newman, ELS, CMPP

2. The SMC Offers a Fresh Approach
 HCPs want a fresh approach to traditional
communications
 Contact with HCPs is becoming limited due to a more
restrictive promotional environment
 Consequently, med comms are playing an increasingly
important role in communicating with our customers

3. Survey the current landscape
 Become familiar with the landscape
 Know your competition
 Create a niche for your product/TA

4. Gain an eye-level
perspective of your
therapeutic landscape

5. What kind of garden are
you growing?
Annual / seasonal
Summer
vegetable garden
PerennialShort-term
concepts / messages
Long-term
messages

6. Plant the seeds

7. Growing the right
message is important

8. The SMC is your gardener
 We help you prepare the landscape
 We help you plant the seeds
 We help you plan short-term and long-term
strategies
 We tend the garden to eliminate pests
 We help you grow the message/strategy

9. Tend the garden
 Abstracts  Posters
 Journal Articles  Review Papers
 Presentations  Medical Education Programs
 Ad Boards  Mobile Technologies
Learn to grow:

10. Cultivate the Message
 Grow your message in conjunction
with your medical and commercial
strategies
Commercial
Medical
 Encourage growth by cross
pollination (across functions/
regions) with the commercial
team
 Weed out non-essential information
SMC

11. Long-term
 Message will take some time to
cultivate and will continue to grow
and support the LCM for the product

12. Pest Control
 Prevent your message from getting
eaten up by the competition

13. Clear the rubbish
 WEED THE GARDEN
 Focus on a simple strategy
 Eliminate conflicting or
convoluted messages

14. Your beautiful garden!

15. Pick a varietal basket
 Pick a range of vegetables
from the garden that are
labeled efficacy, safety,
HEOR, real world
experience
 Fill a basket for marketing
or customers

16. Take your product to
market