This document outlines a public relations campaign plan for Abbvie Inc. It provides background on the pharmaceutical industry, Abbvie's history and strengths/weaknesses. Key publics are identified that the campaign will target to increase support for Abbvie's mission. Strategies and tactics are defined to convey the messaging accurately with high recall potential. An evaluation plan is included to determine how well the message is being communicated and resonating with key publics. The document then outlines the budget, calendar and references to support a successful PR campaign for Abbvie.

2.
Table​ ​of​ ​Contents
I. Executive​ ​Summary 3
II. Company​ ​Background 4-10
III. Situational​ ​Analysis 11
IV. Core​ ​Problem​ ​Statement 12
V. Campaign​ ​Goal 12
VI. Campaign​ ​Objectives 12
VII. Key​ ​Publics 12-15
VIII. Strategies​ ​and​ ​Tactics 16-19
IX. Evaluation​ ​Plan 20-22
X. Budget​ ​and​ ​Calendar 23-27
XI. References 28-30
​ ​2

3. Executive​ ​Summary
Abbvie​ ​Inc.​ ​,​ ​is​ ​a​ ​strong,​ ​new​ ​contender​ ​in​ ​the​ ​pharmaceutical​ ​and​ ​biotech
research​ ​industry​ ​with​ ​strong​ ​roots​ ​that​ ​date​ ​back​ ​even​ ​before​ ​its​ ​inception​ ​as​ ​a​ ​spinoff
from​ ​Abbott​ ​Laboratories.​ ​In​ ​that​ ​time,​ ​Abbvie​ ​has​ ​become​ ​a​ ​leader​ ​in​ ​research​ ​and
development​ ​as​ ​well​ ​as​ ​cutting​ ​edge​ ​breakthroughs​ ​in​ ​medical​ ​treatments​ ​and​ ​new
therapies.​ ​It's​ ​clear​ ​to​ ​see​ ​that​ ​Abbvie​ ​strives​ ​to​ ​stay​ ​true​ ​to​ ​their​ ​motto​ ​of​ ​“People.
Passion.​ ​Possibilities.”,​ ​​ ​through​ ​their​ ​aggressive​ ​approach​ ​to​ ​cutting​ ​edge​ ​research
within​ ​their​ ​established​ ​therapeutic​ ​focus​ ​areas,​ ​and​ ​providing​ ​the​ ​latest​ ​therapies​ ​and
drugs​ ​to​ ​those​ ​who​ ​are​ ​in​ ​need.
As​ ​Abbvie​ ​poises​ ​itself​ ​as​ ​a​ ​leader​ ​in​ ​its​ ​industry,​ ​it​ ​is​ ​in​ ​need​ ​of​ ​a​ ​fresh​ ​public
relations​ ​campaign.​ ​This​ ​campaign​ ​is​ ​needed​ ​in​ ​order​ ​to​ ​increase​ ​the​ ​level​ ​of​ ​support
and​ ​awareness​ ​in​ ​the​ ​core​ ​mission​ ​of​ ​the​ ​company.​ ​The​ ​burning​ ​question​ ​is,​ ​how​ ​is​ ​this
accomplished?
This​ ​is​ ​accomplished​ ​through​ ​understanding​ ​who​ ​Abbvie​ ​needs​ ​to​ ​speak​ ​to​ ​and
have​ ​their​ ​message​ ​resonate​ ​with,​ ​a​ ​key​ ​public.​ ​This​ ​key​ ​public​ ​should​ ​be​ ​in​ ​a​ ​position
to​ ​not​ ​only​ ​benefit​ ​from​ ​Abbvie’s​ ​products​ ​and​ ​services,​ ​but​ ​also​ ​act​ ​as​ ​an​ ​ambassador
of​ ​the​ ​company’s​ ​core​ ​message.​ ​Going​ ​past​ ​who​ ​to​ ​speak​ ​to,​ ​it​ ​must​ ​be​ ​determined
how​ ​to​ ​best​ ​convey​ ​the​ ​message​ ​accurately,​ ​and​ ​with​ ​the​ ​highest​ ​potential​ ​for​ ​recall.
Finally,​ ​the​ ​campaign​ ​should​ ​provide​ ​for​ ​the​ ​ability​ ​to​ ​determine​ ​if​ ​and​ ​how​ ​well​ ​the
message​ ​is​ ​being​ ​communicated​ ​and​ ​resonating​ ​with​ ​the​ ​key​ ​publics.
As​ ​you​ ​read​ ​through​ ​this​ ​campaign​ ​plan,​ ​you​ ​will​ ​see,​ ​in​ ​detail​ ​that​ ​plans​ ​are
provided​ ​for​ ​all​ ​of​ ​the​ ​above​ ​outlined​ ​needs​ ​for​ ​a​ ​successful​ ​public​ ​relations​ ​campaign.
It​ ​is​ ​the​ ​hope​ ​of​ ​this​ ​campaign​ ​that​ ​Abbvie​ ​becomes​ ​the​ ​voice​ ​of​ ​trust​ ​and​ ​thought
leadership​ ​among​ ​its​ ​industry.
​ ​3

4. Company​ ​Background
The​ ​External​ ​Environment
In​ ​recent​ ​years,​ ​healthcare​ ​has​ ​taken​ ​center​ ​stage​ ​in​ ​our​ ​nation​ ​and​ ​essentially
has​ ​remained​ ​there.​ ​Right​ ​along​ ​with​ ​it​ ​is​ ​the​ ​pharmaceutical​ ​industry.​ ​With​ ​heart
disease,​ ​obesity,​ ​and​ ​cancer,​ ​among​ ​other​ ​ailments​ ​on​ ​the​ ​rise,​ ​the​ ​need​ ​for​ ​advanced
pharmaceutical​ ​products​ ​and​ ​research​ ​is​ ​of​ ​an​ ​ever​ ​growing​ ​importance.​ ​A​ ​close
second​ ​to​ ​the​ ​need​ ​for​ ​the​ ​products​ ​and​ ​research​ ​themselves​ ​is​ ​the​ ​affordability​ ​of​ ​drug
based​ ​treatments​ ​to​ ​the​ ​individual​ ​patient.
Economically,​ ​the​ ​need​ ​for​ ​the​ ​pharmaceutical​ ​industry​ ​to​ ​keep​ ​their​ ​products
affordable​ ​is​ ​key​ ​to​ ​their​ ​ongoing​ ​operation,​ ​and​ ​public​ ​image.​ ​With​ ​concerns​ ​about​ ​the
costs​ ​of​ ​drugs,​ ​the​ ​pharmaceutical​ ​industry​ ​is​ ​under​ ​increasing​ ​scrutiny​ ​to​ ​keep​ ​their
operating​ ​costs​ ​and​ ​profit​ ​margins​ ​within​ ​acceptable​ ​ranges.​ ​While​ ​research​ ​and
development​ ​is​ ​a​ ​costly​ ​part​ ​of​ ​the​ ​industries​ ​operating​ ​budget,​ ​if​ ​patients​ ​cannot​ ​afford
the​ ​treatments​ ​then​ ​the​ ​need​ ​is​ ​negated.​ ​This​ ​causes​ ​a​ ​need​ ​to​ ​draw​ ​a​ ​delicate​ ​balance
in​ ​supply​ ​and​ ​demand.
Politically,​ ​healthcare​ ​and​ ​affordable​ ​pharmaceutical​ ​treatments​ ​is​ ​a​ ​hot​ ​button
issue​ ​in​ ​our​ ​country.​ ​With​ ​millions​ ​of​ ​dollars​ ​being​ ​spent​ ​on​ ​lobbying​ ​efforts,​ ​there​ ​is​ ​a
concern​ ​among​ ​the​ ​public​ ​that​ ​our​ ​elected​ ​leaders​ ​are​ ​being​ ​bought​ ​and​ ​sold​ ​by​ ​the
large​ ​and​ ​deep​ ​pockets​ ​of​ ​the​ ​healthcare​ ​industry.​ ​What’s​ ​more,​ ​is​ ​the​ ​frustration​ ​that
we​ ​cannot​ ​seem​ ​to​ ​come​ ​to​ ​an​ ​acceptable​ ​agreement​ ​regarding​ ​what​ ​would​ ​constitute
an​ ​effective​ ​healthcare​ ​system​ ​in​ ​our​ ​country.​ ​Again,​ ​a​ ​delicate​ ​balance​ ​must​ ​be​ ​struck
between​ ​keeping​ ​our​ ​elected​ ​leaders​ ​informed​ ​of​ ​the​ ​current​ ​state​ ​of​ ​the​ ​healthcare​ ​and
pharmaceutical​ ​industry​ ​to​ ​aid​ ​their​ ​decision​ ​making​ ​and​ ​blatantly​ ​swaying​ ​decision
making​ ​with​ ​lobbying​ ​and​ ​financial​ ​backing.
Socially,​ ​there​ ​is​ ​great​ ​pressure​ ​on​ ​all​ ​involved​ ​in​ ​the​ ​healthcare​ ​and
pharmaceutical​ ​industry​ ​to​ ​maintain​ ​the​ ​public​ ​trust​ ​that​ ​they​ ​are​ ​operating​ ​in​ ​a​ ​manner
that​ ​is​ ​altruistic​ ​in​ ​nature​ ​with​ ​the​ ​interest​ ​of​ ​public​ ​health​ ​above​ ​profits.​ ​The​ ​current
environment​ ​with​ ​the​ ​widespread​ ​use​ ​of​ ​social​ ​media​ ​and​ ​technology​ ​is​ ​one​ ​of​ ​easy
criticism​ ​and​ ​the​ ​speed​ ​of​ ​messages​ ​spreading​ ​and​ ​going​ ​viral.​ ​With​ ​this​ ​in​ ​mind,​ ​the
pharmaceutical​ ​industry​ ​needs​ ​to​ ​take​ ​great​ ​care​ ​in​ ​ensuring​ ​the​ ​accuracy​ ​of​ ​their
messaging.
​ ​4

5. The​ ​Industry
The​ ​modern​ ​pharmaceutical​ ​industry​ ​as​ ​we​ ​know​ ​it​ ​has​ ​come​ ​a​ ​long​ ​way​ ​since
the​ ​pharmacies​ ​and​ ​apothecaries​ ​of​ ​yesteryear.​ ​In​ ​the​ ​ensuing​ ​centuries,​ ​the​ ​industry
has​ ​come​ ​from​ ​one​ ​of​ ​folklore​ ​and​ ​hit​ ​and​ ​miss​ ​remedies,​ ​to​ ​one​ ​rooted​ ​deeply​ ​in
scientific​ ​research​ ​and​ ​logic.​ ​With​ ​big​ ​names​ ​like​ ​Merck​ ​and​ ​Pfizer​ ​bringing​ ​along
hundreds​ ​of​ ​years​ ​of​ ​research​ ​and​ ​development​ ​experience,​ ​along​ ​with​ ​the​ ​numerous
organizations​ ​that​ ​have​ ​sprung​ ​up​ ​and​ ​followed​ ​suit​ ​along​ ​the​ ​way,​ ​the​ ​pharma​ ​industry
is​ ​large​ ​and​ ​poised​ ​for​ ​even​ ​more​ ​growth.
Currently,​ ​the​ ​pharmaceutical​ ​industry​ ​is​ ​one​ ​with​ ​over​ ​450​ ​billion​ ​dollars​ ​of
spending​ ​on​ ​products​ ​in​ ​the​ ​United​ ​States​ ​alone.​ ​Going​ ​further,​ ​6​ ​out​ ​of​ ​10​ ​top
performing​ ​companies​ ​financially​ ​come​ ​from​ ​the​ ​pharmaceutical​ ​industry(Laporte,
2016).​ ​Just​ ​one​ ​of​ ​these​ ​6​ ​top​ ​performing​ ​companies,​ ​Pfizer​ ​boasts​ ​an​ ​annual​ ​revenue
of​ ​over​ ​52​ ​billion​ ​dollars.​ ​Given​ ​that,​ ​it​ ​is​ ​easy​ ​to​ ​see​ ​that​ ​the​ ​industry​ ​carries​ ​with​ ​it​ ​a
great​ ​deal​ ​of​ ​financial​ ​strength.
However,​ ​the​ ​financial​ ​strength​ ​and​ ​ever​ ​increasing​ ​growth​ ​of​ ​the​ ​pharmaceutical
industry​ ​doesn’t​ ​make​ ​it​ ​immune​ ​from​ ​problems​ ​of​ ​public​ ​perception​ ​and​ ​criticism.​ ​As
an​ ​example,​ ​in​ ​2015​ ​as​ ​a​ ​co-founder​ ​of​ ​the​ ​pharmaceutical​ ​company,​ ​Turing​ ​he​ ​was
criticized​ ​for​ ​raising​ ​the​ ​price​ ​of​ ​an​ ​HIV​ ​drug​ ​by​ ​a​ ​factor​ ​of​ ​56.​ ​This​ ​drew​ ​criticism​ ​and
the​ ​ire​ ​of​ ​the​ ​public​ ​regarding​ ​the​ ​price​ ​gouging​ ​and​ ​profiteering​ ​from​ ​life​ ​saving
drugs(Perkins,​ ​2017).
The​ ​Client
Abbvie​ ​Inc.​ ​was​ ​formed​ ​in​ ​2013​ ​as​ ​a​ ​result​ ​of​ ​a​ ​spin-off​ ​from​ ​their​ ​parent
company,​ ​Abbott​ ​Laboratories.​ ​The​ ​formation​ ​of​ ​Abbvie​ ​was​ ​an​ ​effort​ ​to​ ​focus​ ​on​ ​the
biomedical​ ​research​ ​area​ ​of​ ​the​ ​healthcare​ ​industry.​ ​Currently,​ ​Abbvie​ ​is​ ​headquartered
in​ ​North​ ​Chicago,​ ​Illinois​ ​and​ ​boasts​ ​a​ ​workforce​ ​of​ ​nearly​ ​30​ ​thousand.​ ​Led​ ​by​ ​CEO
Richard​ ​Gonzalez,​ ​Abbvie​ ​operates​ ​under​ ​the​ ​motto​ ​of​ ​“People.​ ​Passion.
Possibilities.(Abbvie,​ ​2016)”
Abbvie​ ​does​ ​enjoy​ ​quite​ ​a​ ​few
strengths​ ​as​ ​a​ ​result​ ​of​ ​being​ ​a​ ​spin
off​ ​organization.​ ​However,​ ​being​ ​a
spin​ ​off​ ​can​ ​also​ ​come​ ​with​ ​a​ ​few
weaknesses​ ​attached.​ ​With​ ​respect
to​ ​strengths,​ ​Abbie​ ​enjoys;​ ​an
existing​ ​sales​ ​and​ ​distribution
network,​ ​reduced​ ​labor​ ​costs,​ ​an
existing​ ​domestic​ ​market​ ​and​ ​a​ ​high
growth​ ​rate.​ ​When​ ​it​ ​comes​ ​to
​ ​5

6. weaknesses,​ ​the​ ​company​ ​experiences​ ​a​ ​short​ ​track​ ​record​ ​to​ ​show​ ​a​ ​potential​ ​for
future​ ​profitability,​ ​as​ ​well​ ​as​ ​a​ ​limited​ ​portfolio(SWOTanalysis24,​ ​2017).
Since​ ​its​ ​initial​ ​public​ ​offering​ ​in​ ​December​ ​of​ ​2012(NYSE:ABBV)​ ​(Crunchbase,
2016),​ ​Abbvie​ ​has​ ​enjoyed​ ​quite​ ​a​ ​successful​ ​run​ ​financially.​ ​With​ ​numerous​ ​accolades
in​ ​the​ ​financial​ ​news,​ ​and​ ​most​ ​recently​ ​being​ ​named​ ​one​ ​of​ ​the​ ​best​ ​healthcare​ ​stocks
to​ ​watch(Cardenal,​ ​2017).​ ​With​ ​respect​ ​to​ ​revenues​ ​and​ ​profits,​ ​per​ ​Craft.co;​ ​“​AbbVie's
revenue​ ​was​ ​reported​ ​to​ ​be​ ​$25.6​ ​b​ ​in​ ​FY,​ ​2016​ ​which​ ​is​ ​a​ ​​12%​ ​increase​ ​​from​ ​the
previous​ ​period.(Abbvie​ ​Company​ ​Profile,​ ​2016)”
Products​ ​and​ ​Services
While​ ​Abbvie​ ​manufactures​ ​and​ ​distributes​ ​pharmaceuticals,​ ​they​ ​are,​ ​at​ ​their
core​ ​a​ ​biomedical​ ​research​ ​company​ ​and​ ​with​ ​that​ ​comes​ ​a​ ​commitment​ ​to​ ​research,
development,​ ​clinical​ ​trials,​ ​and​ ​advancing​ ​the​ ​fight​ ​against​ ​diseases.​ ​Currently,​ ​Abbvie
manufactures​ ​and​ ​distributes​ ​nearly​ ​40​ ​pharmaceutical​ ​drugs,​ ​including​ ​Vicodin,
Marinol,​ ​and​ ​Androgel​ ​to​ ​name​ ​a​ ​few(Products,​ ​2017).
Current​ ​Drugs​ ​Manufactured​ ​and​ ​Distributed​ ​by​ ​Abbvie
AndroGel®
(testosterone​ ​gel)
BIAXIN®​ ​Filmtab®
(clarithromycin)
BIAXIN®​ ​XL​ ​Filmtab®
(clarithromycin
extended-release
tablets)
BIAXIN®​ ​Granules
(clarithromycin)
CREON®​ ​(pancrelipase) Depakote®​ ​(divalproex
sodium)
Depakote®​ ​ER Depakote®​ ​Sprinkle
Capsules
DUOPA
(carbidopa/levodopa
enteral​ ​suspension)
GENGRAF®​ ​Capsules
(cyclosporine​ ​capsules,
USP)
GENGRAF®​ ​Oral
Solution​ ​(cyclosporine
oral​ ​solution,​ ​USP)
HUMIRA®
(adalimumab)
KALETRA®
(lopinavir/ritonavir)
Tablets
K-TAB®​ ​(potassium
chloride
extended-release
tablets,​ ​USP)
LUPANETA​ ​PACK®
(leuprolide​ ​acetate​ ​for
depot​ ​suspension​ ​and
norethindrone​ ​acetate
tablets)
LUPRON​ ​DEPOT®
(leuprolide​ ​acetate​ ​for
depot​ ​suspension)
LUPRON​ ​DEPOT-PED® MARINOL®
(dronabinol)​ ​Capsules
MAVYRET™
(glecaprevir/pibrentasvi
r)
NIASPAN®​ ​(niacin
extended-release
tablets)
NIMBEX®
(cisatracurium
besylate)
NORVIR®​ ​Tablets
(ritonavir​ ​tablets/oral
solution)
SURVANTA®
(beractant)
intratracheal
suspension
SYNTHROID®
(levothyroxine​ ​sodium
tablets,​ ​USP)
​ ​6

7. TARKA®
(trandolapril/verapamil
HCI​ ​ER)
TECHNIVIE™
(ombitasvir,
paritaprevir,​ ​and
ritonavir​ ​tablets)
TRICOR®​ ​(fenofibrate)
tablets
Trilipix®​ ​(fenofibric
acid)​ ​delayed-release
capsules
ULTANE®​ ​(sevoflurane) VENCLEXTA™
(venetoclax)​ ​tablets
VICODIN®
(hydrocodone​ ​bitartrate
and​ ​acetaminophen
tablets,​ ​USP
VICOPROFEN®
(hydrocodone​ ​bitartrate
and​ ​ibuprofen​ ​tablets)
VIEKIRA​ ​PAK™
(ombitasvir,​ ​paritaprevir
and​ ​ritonavir​ ​tablets;
dasabuvir​ ​tablets),
Zemplar®​ ​(paricalcitol)
Capsules
ZINBRYTA™
(daclizumab)
​ ​(Products,​ ​2017)
Going​ ​beyond​ ​pharmaceutical​ ​manufacturing,​ ​Abbvie​ ​has​ ​designated​ ​five​ ​areas
of​ ​research​ ​to​ ​focus​ ​on.​ ​These​ ​therapeutic​ ​focus​ ​areas​ ​are​ ​a​ ​part​ ​of​ ​the​ ​commitment
Abbvie​ ​makes​ ​to​ ​advance​ ​the​ ​research​ ​into​ ​cures​ ​and​ ​therapies​ ​for​ ​diseases​ ​and
ailments.​ ​These​ ​therapeutic​ ​focus​ ​areas​ ​include:
● Immunology
● Oncology
● Neuroscience
● Virology
● General​ ​Medicine
In​ ​addition​ ​to​ ​pharmaceutical​ ​manufacturing​ ​and​ ​their​ ​commitment​ ​to​ ​advancing
research​ ​in​ ​the​ ​five​ ​therapeutic​ ​focus​ ​areas,​ ​the​ ​company​ ​maintains​ ​a​ ​commitment​ ​to
further​ ​research​ ​in​ ​areas​ ​of​ ​unmet​ ​medical​ ​needs.​ ​Per​ ​their​ ​website:​ ​“We’re​ ​constantly
finding​ ​new​ ​ways​ ​to​ ​address​ ​patients’​ ​most​ ​serious​ ​health​ ​issues.​ ​We​ ​concentrate​ ​our
efforts​ ​on​ ​a​ ​core​ ​set​ ​of​ ​therapeutic​ ​areas—ones​ ​where​ ​we’ve​ ​proven​ ​our​ ​expertise,​ ​and
where​ ​we​ ​feel​ ​we​ ​can​ ​have​ ​an​ ​even​ ​greater​ ​impact​ ​on​ ​disease​ ​and​ ​how​ ​it​ ​is
managed.(Our​ ​Science,​ ​2017)”
Promotions
For​ ​a​ ​company​ ​its​ ​size,​ ​Abbvie​ ​can​ ​be​ ​viewed​ ​as​ ​rather​ ​aggressive​ ​with​ ​their​ ​paid
media​ ​campaigns.​ ​For​ ​example,​ ​ad​ ​spend​ ​for​ ​their​ ​drug,​ ​Humira​ ​was​ ​426​ ​million​ ​dollars
in​ ​2016,​ ​exceeding​ ​all​ ​other​ ​ad​ ​spending​ ​for​ ​a​ ​single​ ​product​ ​industrywide.​ ​Overall,
Humira​ ​saw​ ​sales​ ​exceeding​ ​16​ ​billion​ ​dollars​ ​in​ ​that​ ​same​ ​year(Statista,​ ​2017),​ ​making
it​ ​a​ ​rather​ ​successful​ ​ad​ ​campaign.​ ​What’s​ ​more,​ ​Humira​ ​maintains​ ​a​ ​position​ ​as​ ​the
top​ ​prescribed​ ​drug​ ​based​ ​on​ ​U.S.​ ​market​ ​share​ ​with​ ​3%​ ​of​ ​the​ ​overall​ ​market(Statista,
2017).
​ ​7

8. With​ ​respect​ ​to​ ​owned​ ​media,​ ​Abbvie​ ​maintains​ ​a​ ​respectable​ ​social​ ​media​ ​and
web​ ​presence.​ ​Currently​ ​boasting​ ​more​ ​than​ ​45k​ ​Twitter​ ​followers,​ ​11k​ ​Facebook
followers,​ ​and​ ​600k​ ​website​ ​visits​ ​a​ ​month(Craft,​ ​2017).​ ​This​ ​shows​ ​that​ ​the​ ​company
is​ ​leveraging​ ​their​ ​channels​ ​in​ ​order​ ​to​ ​put​ ​their​ ​promotional​ ​message​ ​out​ ​there​ ​in​ ​order
to​ ​increase​ ​audience​ ​engagement​ ​and​ ​ultimately​ ​sales.​ ​While​ ​the​ ​company​ ​could
perhaps​ ​do​ ​more​ ​to​ ​respond​ ​to​ ​their​ ​social​ ​audience,​ ​they​ ​do​ ​have​ ​a​ ​firm​ ​foundation​ ​to
build​ ​from.
In​ ​comparing​ ​Abbvie​ ​and​ ​their​ ​promotional​ ​strategies​ ​and​ ​numbers​ ​to​ ​their
competition,​ ​it​ ​seems​ ​that​ ​aside​ ​from​ ​their​ ​campaign​ ​for​ ​Humira,​ ​the​ ​rest​ ​is​ ​rather​ ​in
proportion​ ​to​ ​their​ ​size​ ​and​ ​market​ ​position.
Market​ ​Share
For​ ​being​ ​one​ ​of​ ​the​ ​smaller​ ​companies​ ​among​ ​its​ ​competition,​ ​Abbvie​ ​enjoyed​ ​a
respectable​ ​5.7%​ ​of​ ​the​ ​pharmaceutical​ ​industry​ ​market​ ​share​ ​in​ ​FY​ ​2016(25.6​ ​billion
for​ ​Abbvie​ ​vs.​ ​450​ ​billion​ ​industry​ ​wide).​ ​​ ​What’s​ ​more,​ ​they​ ​have​ ​enjoyed​ ​measurable
growth​ ​in​ ​each​ ​of​ ​the​ ​4​ ​years​ ​they​ ​have​ ​been​ ​in​ ​existence.​ ​From​ ​an​ ​annual​ ​revenue​ ​of​ ​18
billion​ ​in​ ​2013​ ​to​ ​25.6​ ​billion​ ​in​ ​2016,​ ​the​ ​company​ ​has​ ​kept​ ​growing.​ ​​ ​With​ ​an​ ​ever
growing​ ​and​ ​aging​ ​population​ ​as​ ​well​ ​as​ ​healthcare​ ​being​ ​placed​ ​at​ ​the​ ​forefront​ ​of​ ​the
public​ ​eye,​ ​the​ ​trend​ ​of​ ​growth​ ​for​ ​the​ ​biomedical​ ​and​ ​pharmaceutical​ ​industries​ ​is
expected​ ​to​ ​continue​ ​to​ ​increase​ ​and​ ​gain​ ​in​ ​value​ ​as​ ​well​ ​as​ ​economic​ ​impact.
While​ ​Abbvie​ ​has​ ​experienced​ ​revenue​ ​growth​ ​in​ ​recent​ ​years,​ ​as​ ​the​ ​figures
below​ ​will​ ​demonstrate​ ​it​ ​could​ ​be​ ​seen​ ​as​ ​modest​ ​against​ ​the​ ​competition.​ ​However,
this​ ​should​ ​not​ ​be​ ​taken​ ​as​ ​a​ ​long​ ​term​ ​position​ ​given​ ​the​ ​high​ ​level​ ​of​ ​competition​ ​in
the​ ​pharmaceutical​ ​industry​ ​and​ ​the​ ​ebb​ ​and​ ​flow​ ​of​ ​scientific​ ​breakthrough​ ​and
approval​ ​for​ ​new​ ​drugs​ ​and​ ​therapies.
(Abbvie​ ​Inc.,​ ​2017)
Competition
In​ ​comparing​ ​Abbvie​ ​to​ ​their​ ​competition,​ ​we​ ​must​ ​first​ ​understand​ ​that​ ​due​ ​to
the​ ​brief​ ​time​ ​in​ ​the​ ​industry​ ​and​ ​being​ ​founded​ ​as​ ​the​ ​result​ ​of​ ​a​ ​spinoff,​ ​Abbvie​ ​is​ ​the
newest​ ​company​ ​among​ ​their​ ​competition.​ ​With​ ​the​ ​second​ ​newest​ ​behind​ ​Abbvie
​ ​8

9. being​ ​GlaxoSmithKline,​ ​founded​ ​in​ ​2001.​ ​Going​ ​further,​ ​Abbvie​ ​is​ ​smaller​ ​and​ ​leaner
than​ ​many​ ​of​ ​their​ ​competition​ ​with​ ​30,000​ ​employees​ ​compared​ ​to​ ​a​ ​range​ ​of
94,000-129,000​ ​for​ ​their​ ​competitors(Craft,​ ​2017).​ ​While​ ​Abbvie​ ​is​ ​smaller​ ​and​ ​newer
than​ ​much​ ​of​ ​its​ ​competition,​ ​its​ ​market​ ​valuation​ ​is​ ​inline​ ​with​ ​competition​ ​three​ ​times
its​ ​size​ ​in​ ​personnel​ ​and​ ​sales.
ABBV’s​ ​Stock​ ​Performance​ ​Relative​ ​To​ ​Its​ ​Competitors
(Abbvie​ ​Inc.,​ ​2017)
While​ ​Abbvie​ ​does​ ​enjoy​ ​a​ ​solid​ ​financial​ ​and​ ​operational​ ​condition,​ ​it​ ​is​ ​hindered
by​ ​the​ ​lack​ ​of​ ​established​ ​track​ ​record​ ​in​ ​the​ ​industry​ ​as​ ​well​ ​as​ ​their​ ​size.​ ​Additionally,
Abbvie​ ​doesn’t​ ​enjoy​ ​the​ ​long​ ​standing​ ​name​ ​recognition​ ​of​ ​its​ ​competitors,​ ​some​ ​of
which​ ​have​ ​been​ ​around​ ​for​ ​over​ ​a​ ​century.
Abbvie’s​ ​Profitability​ ​vs.​ ​Its​ ​Competitors
(Abbvie​ ​Inc.,​ ​2017)
​ ​9

10. Abbvie​ ​Inc.​ ​and​ ​The​ ​Competition
(Craft,​ ​2017)
Resources
In​ ​the​ ​pharmaceutical​ ​and​ ​healthcare​ ​industry,​ ​there​ ​are​ ​clearly​ ​a​ ​number​ ​of
intervening​ ​publics​ ​that​ ​can​ ​sway​ ​the​ ​attitudes​ ​of​ ​the​ ​end​ ​user​ ​of​ ​a​ ​pharmaceutical
product.​ ​There​ ​are​ ​governmental​ ​agencies​ ​who​ ​must​ ​approve​ ​and​ ​regulate​ ​drugs​ ​and
therapies.​ ​Additionally,​ ​there​ ​are​ ​the​ ​insurers​ ​who​ ​must​ ​approve​ ​the​ ​use​ ​of​ ​the​ ​drug​ ​to
the​ ​end​ ​user.​ ​Going​ ​further​ ​and​ ​perhaps​ ​of​ ​most​ ​importance​ ​is​ ​the​ ​healthcare​ ​provider
themselves.​ ​They​ ​are​ ​the​ ​ones​ ​who​ ​work​ ​one​ ​on​ ​one​ ​with​ ​patients​ ​and​ ​determine​ ​of​ ​a
particular​ ​drug​ ​or​ ​therapy​ ​is​ ​the​ ​best​ ​course​ ​of​ ​action​ ​for​ ​their​ ​disease​ ​or​ ​ailment.​ ​All​ ​of
these​ ​work​ ​to​ ​either​ ​promote​ ​or​ ​hinder​ ​the​ ​use​ ​and​ ​success​ ​of​ ​a​ ​pharmaceutical​ ​drug.
While​ ​the​ ​public​ ​generally​ ​has​ ​trust​ ​in​ ​the​ ​pharmaceutical​ ​industry,​ ​it​ ​does​ ​so
with​ ​a​ ​suspicious​ ​eye.​ ​This​ ​suspicious​ ​eye​ ​is​ ​focused​ ​on​ ​not​ ​only​ ​the​ ​pharmaceutical
industry​ ​but​ ​also​ ​the​ ​conduct​ ​and​ ​financial​ ​state​ ​of​ ​the​ ​individual​ ​companies​ ​as​ ​well​ ​as
their​ ​investors.​ ​This​ ​trust​ ​can​ ​be​ ​swayed​ ​not​ ​only​ ​by​ ​the​ ​government​ ​and​ ​other
intervening​ ​publics,​ ​but​ ​also​ ​the​ ​news​ ​media,​ ​social​ ​channels,​ ​and​ ​trade​ ​publications.
​ ​10

11. SWOT​ ​Analysis
Strengths
● Existing​ ​infrastructure
● New​ ​and​ ​exciting​ ​organization
● High​ ​growth​ ​rate
● Financial​ ​solvency
Weaknesses
● Limited​ ​time​ ​in​ ​business
compared​ ​to​ ​competition
● Limited​ ​track​ ​record​ ​for​ ​profits
● Smaller​ ​than​ ​most​ ​competition
Opportunities
● Small​ ​size​ ​can​ ​make​ ​organization
faster​ ​to​ ​change​ ​and​ ​innovate
● Leverage​ ​investors​ ​and​ ​audience
with​ ​fresh​ ​take​ ​on​ ​industry
Threats
● Competition​ ​and​ ​their​ ​sheer​ ​size
● Ability​ ​to​ ​leverage​ ​capital​ ​being​ ​a
newer​ ​company.
Situational​ ​Analysis
The​ ​ongoing​ ​success​ ​and​ ​health​ ​of​ ​the​ ​pharmaceutical​ ​industry​ ​is​ ​a​ ​key
component​ ​to​ ​maintaining​ ​the​ ​public​ ​health​ ​and​ ​a​ ​strong​ ​healthcare​ ​system​ ​in​ ​our
nation.​ ​While​ ​the​ ​industry​ ​stands​ ​to​ ​expand​ ​greatly,​ ​allowing​ ​for​ ​increased​ ​profitability
and​ ​the​ ​rapid​ ​advancement​ ​of​ ​medical​ ​research,​ ​there​ ​is​ ​a​ ​growing​ ​issue​ ​involving​ ​the
public​ ​trust​ ​in​ ​the​ ​industry.​ ​With​ ​issues​ ​involving​ ​legislation,​ ​healthcare​ ​reform,​ ​and​ ​the
acts​ ​of​ ​high​ ​level​ ​executives​ ​within​ ​the​ ​field,​ ​there​ ​has​ ​been​ ​a​ ​crisis​ ​of​ ​trust​ ​in
pharmaceutical​ ​companies.
Abbvie​ ​must​ ​reach​ ​out​ ​to​ ​its​ ​key​ ​publics​ ​and​ ​ensure​ ​them​ ​that​ ​the​ ​company​ ​is
acting​ ​in​ ​a​ ​manner​ ​that​ ​is​ ​honest,​ ​ethical,​ ​and​ ​above​ ​reproach.​ ​Additionally,​ ​it​ ​must
convey​ ​the​ ​message​ ​that​ ​it​ ​has​ ​an​ ​unwavering​ ​commitment​ ​to​ ​improving​ ​the​ ​lives​ ​of​ ​the
public​ ​through​ ​the​ ​research​ ​and​ ​development​ ​of​ ​life​ ​saving​ ​and​ ​life​ ​enriching​ ​drugs​ ​and
therapies.
​ ​11

12. Core​ ​Problem​ ​Statement
Recent​ ​developments​ ​in​ ​the​ ​legislation​ ​of​ ​healthcare​ ​as​ ​well​ ​as​ ​acts​ ​of​ ​leaders​ ​in
the​ ​industry​ ​have​ ​eroded​ ​the​ ​public​ ​trust​ ​in​ ​the​ ​pharmaceutical​ ​and​ ​healthcare​ ​industry.
This​ ​erosion​ ​has​ ​the​ ​potential​ ​to​ ​impede​ ​legislative​ ​and​ ​financial​ ​efforts​ ​to​ ​further​ ​the
research​ ​and​ ​development​ ​of​ ​pharmaceutical​ ​drugs​ ​and​ ​therapies.
Campaign​ ​Goal
To​ ​raise​ ​the​ ​level​ ​of​ ​public​ ​trust​ ​and​ ​awareness​ ​in​ ​Abbvie​ ​Inc.​ ​primarily​ ​in​ ​the
areas​ ​of​ ​research​ ​efforts​ ​and​ ​drug​ ​pricing​ ​transparency.​ ​An​ ​increase​ ​in​ ​trust​ ​and
awareness​ ​will​ ​assist​ ​in​ ​gaining​ ​support​ ​and​ ​reducing​ ​opposition​ ​to​ ​the​ ​pharmaceutical
and​ ​healthcare​ ​industry,​ ​allowing​ ​for​ ​increased​ ​public​ ​and​ ​legislative​ ​approval.
Campaign​ ​Objectives
● Boost​ ​awareness​ ​with​ ​key​ ​publics​ ​of​ ​Abbvie’s​ ​commitment​ ​to​ ​drug​ ​pricing
transparency​ ​by​ ​20%​ ​prior​ ​to​ ​December​ ​2018.
● Increase​ ​awareness​ ​among​ ​key​ ​publics​ ​of​ ​Abbvie’s​ ​therapeutic​ ​focus​ ​areas​ ​and
the​ ​research​ ​benefits​ ​by​ ​20%​ ​prior​ ​to​ ​December​ ​2018.
● Attain​ ​60%​ ​positive​ ​public​ ​approval​ ​of​ ​Abbvie’s​ ​core​ ​mission​ ​and​ ​operation​ ​prior
to​ ​December​ ​2018.
Key​ ​Publics
Key​ ​Public​ ​#1:​ ​Medical​ ​Professionals
● Overview​ ​and​ ​Rationale:​​ ​The​ ​medical​ ​professional​ ​can​ ​be​ ​anyone​ ​who​ ​is
licensed​ ​to​ ​provide​ ​direct​ ​patient​ ​care​ ​and​ ​dispense​ ​medications.​ ​This​ ​group
includes​ ​Doctors,​ ​Physician​ ​Assistants,​ ​Nurse​ ​Practitioners,​ ​Dentists,​ ​and
Surgeons.​ ​​ ​They​ ​could​ ​work​ ​in​ ​a​ ​family​ ​practice,​ ​specialty​ ​medicine,​ ​hospital,
clinic,​ ​or​ ​emergency​ ​room.​ ​Most​ ​often​ ​they​ ​are​ ​upper​ ​class​ ​and​ ​well​ ​educated
with​ ​postgraduate​ ​work.​ ​Generally,​ ​they​ ​are​ ​seen​ ​as​ ​thought​ ​leaders​ ​to​ ​those
whom​ ​they​ ​provide​ ​their​ ​services​ ​to.​ ​Trust​ ​in​ ​this​ ​public​ ​is​ ​important​ ​for​ ​without​ ​it
they​ ​won’t​ ​recommend​ ​a​ ​product​ ​or​ ​service.​ ​While​ ​medical​ ​professionals​ ​can​ ​be
seen​ ​as​ ​an​ ​intervening​ ​public​ ​for​ ​a​ ​pharmaceutical​ ​company,​ ​it​ ​is​ ​often​ ​pointed
out​ ​that​ ​the​ ​relationship​ ​between​ ​the​ ​two​ ​is​ ​often​ ​under​ ​scrutiny​ ​and​ ​in​ ​some
​ ​12

13. cases​ ​unhealthy(D'Arcy,​ ​E.,​ ​&​ ​Moynihan,​ ​R.,​ ​2009).​ ​Therefore,​ ​they​ ​have​ ​been
chosen​ ​as​ ​a​ ​key​ ​public​ ​for​ ​the​ ​purposes​ ​of​ ​this​ ​campaign.
● Self-interests:​​ ​Care​ ​of​ ​their​ ​patients,​ ​their​ ​career,​ ​and​ ​standing​ ​in​ ​the​ ​profession
and​ ​community.
● Relationship:​​ ​Well​ ​educated​ ​and​ ​experienced​ ​in​ ​healthcare​ ​and​ ​pharmaceutical
research.​ ​Regularly​ ​honing​ ​knowledge​ ​through​ ​continuing​ ​education​ ​and
research.
● Opinion​ ​Leaders:​​ ​Other​ ​medical​ ​professionals,​ ​government​ ​health​ ​departments,
noted​ ​researchers,​ ​department​ ​leaders(Young,​ ​Chaudhry,​ ​Pei,​ ​&​ ​Halbesleben,
2015).
● Channels:​ ​​Medical​ ​journals,​ ​academic​ ​journals,​ ​newspapers,​ ​television​ ​news.
Demographic​ ​Data-Medical​ ​Professionals
Median​ ​Age Gender Ethnicity
48.9(Male)
42.8(Female)
64.4%(Male)
35.6%(Female)
71.7%(White)
20.1%(Asian)
(Physicians​ ​&​ ​Surgeons,​ ​2016)
Primary​ ​and​ ​Secondary​ ​Messages​ ​for​ ​Medical​ ​Professionals
● Your​ ​practice​ ​will​ ​thrive​ ​when​ ​you​ ​have​ ​trust​ ​in​ ​your​ ​pharma​ ​provider.​ ​Abbvie​ ​is
committed​ ​to​ ​furthering​ ​that​ ​trust.
○ Recent​ ​events​ ​and​ ​issues​ ​have​ ​eroded​ ​trust​ ​in​ ​the​ ​pharma​ ​industry,​ ​that’s
why​ ​Abbvie​ ​is​ ​here​ ​to​ ​support​ ​your​ ​practice​ ​with​ ​information,​ ​education,
and​ ​a​ ​dedicated​ ​medical​ ​professional​ ​portal​ ​for​ ​your​ ​questions.
● Abbvie​ ​is​ ​dedicated​ ​to​ ​cutting​ ​edge​ ​research​ ​in​ ​each​ ​of​ ​our​ ​therapeutic​ ​focus
areas,​ ​giving​ ​you​ ​the​ ​ability​ ​to​ ​better​ ​treat​ ​your​ ​patients.
○ In​ ​addition​ ​to​ ​general​ ​medicine,​ ​we​ ​focus​ ​on​ ​immunology,​ ​oncology,
neuroscience,​ ​and​ ​virology.​ ​Each​ ​year​ ​we​ ​commit​ ​millions​ ​of​ ​dollars​ ​and
thousands​ ​of​ ​man​ ​hours​ ​to​ ​these​ ​areas.
● Know​ ​who​ ​your​ ​pharma​ ​providers​ ​are​ ​and​ ​have​ ​an​ ​open​ ​relationship​ ​with​ ​them
based​ ​on​ ​trust​ ​and​ ​understanding.​ ​Your​ ​patient’s​ ​health​ ​and​ ​your​ ​practice
depend​ ​on​ ​it.
○ You​ ​want​ ​to​ ​know​ ​you​ ​can​ ​depend​ ​on​ ​your​ ​pharma​ ​provider.​ ​That’s​ ​why​ ​in
addition​ ​to​ ​your​ ​designated​ ​field​ ​rep,​ ​our​ ​medical​ ​partners​ ​have​ ​24/7
direct​ ​access​ ​to​ ​a​ ​medical​ ​professional​ ​at​ ​our​ ​main​ ​office​ ​in​ ​North
Chicago,​ ​as​ ​well​ ​as​ ​an​ ​open​ ​line​ ​of​ ​communication​ ​with​ ​R&D​ ​and​ ​other​ ​key
departments.
​ ​13

14. Key​ ​Public​ ​#2:​ ​Patients
● Overview​ ​and​ ​Rationale:​​ ​This​ ​is​ ​the​ ​person​ ​undergoing​ ​treatment​ ​through​ ​the
use​ ​of​ ​Abbvie​ ​manufactured​ ​drugs​ ​or​ ​therapies.​ ​They​ ​could​ ​come​ ​from​ ​any
background,​ ​educational​ ​level,​ ​gender,​ ​or​ ​age.​ ​Generally,​ ​they​ ​are​ ​being​ ​advised
by​ ​their​ ​medical​ ​professional​ ​and​ ​family.​ ​However,​ ​they​ ​may​ ​also​ ​be​ ​their​ ​own
self​ ​advocate​ ​and​ ​an​ ​active​ ​participant​ ​in​ ​the​ ​decisions​ ​made​ ​with​ ​respect​ ​to
their​ ​care(Wiltshire,​ ​Cronin,​ ​Sarto,​ ​&​ ​Brown,​ ​2006).​ ​Trust​ ​in​ ​this​ ​public​ ​is​ ​key
because​ ​they​ ​will​ ​often​ ​recall​ ​negative​ ​messages​ ​and​ ​news​ ​about​ ​an​ ​industry​ ​or
brand​ ​and​ ​question​ ​or​ ​reject​ ​a​ ​particular​ ​course​ ​of​ ​care​ ​based​ ​on​ ​their
perceptions.
● Self-interests:​ ​​Their​ ​personal​ ​health,​ ​getting​ ​well,​ ​feeling​ ​better.
● Relationship:​​ ​Generally​ ​understanding​ ​of​ ​common​ ​health​ ​issues,​ ​may​ ​not​ ​be
immediately​ ​knowledgeable​ ​of​ ​their​ ​own​ ​ailments​ ​but​ ​often​ ​takes​ ​guidance​ ​from
medical​ ​professionals,​ ​family,​ ​and​ ​their​ ​own​ ​research.
● Opinion​ ​Leaders:​​ ​Medical​ ​professionals,​ ​family,​ ​trusted​ ​friends,​ ​medical
websites(Ha​ ​&​ ​Longnecker,​ ​2010).
● Channels:​​ ​Social​ ​media,​ ​medical​ ​websites,​ ​television,​ ​news,​ ​radio.
Demographic​ ​Data-Patients
Median​ ​Age Gender Ethnicity
52.8(Male)
47.4(Female)
63.4%(Female)
36.6%(Male)
85.6%(White)
14.4%(Black/Hispanic)
(Briesacher,​ ​Limcangco,​ ​&​ ​Gaskin,​ ​2003)
Primary​ ​and​ ​Secondary​ ​Messages​ ​for​ ​Patients
● When​ ​you​ ​choose​ ​a​ ​doctor,​ ​you​ ​are​ ​also​ ​partnering​ ​with​ ​their​ ​pharma​ ​providers.
○ Not​ ​only​ ​do​ ​we​ ​value​ ​our​ ​relationships​ ​with​ ​medical​ ​professionals,​ ​we​ ​also
care​ ​about​ ​relationships​ ​with​ ​patients.​ ​That’s​ ​why​ ​we​ ​have​ ​our​ ​online
information​ ​portal​ ​and​ ​provide​ ​your​ ​doctor​ ​with​ ​all​ ​of​ ​the​ ​information
needed​ ​to​ ​answer​ ​your​ ​questions​ ​and​ ​provide​ ​you​ ​with​ ​the​ ​best​ ​care.
● Do​ ​you​ ​wonder​ ​how​ ​much​ ​your​ ​medications​ ​will​ ​cost​ ​in​ ​6​ ​months?​ ​A​ ​year?​ ​With
our​ ​clear​ ​and​ ​transparent​ ​information​ ​related​ ​to​ ​development​ ​and​ ​pricing​ ​you​ ​will
always​ ​know​ ​why​ ​your​ ​medications​ ​cost​ ​what​ ​they​ ​do.
○ The​ ​pharma​ ​industry​ ​has​ ​been​ ​the​ ​subject​ ​of​ ​some​ ​bad​ ​press​ ​recently.
That’s​ ​why​ ​we​ ​are​ ​going​ ​the​ ​extra​ ​mile​ ​to​ ​keep​ ​you​ ​and​ ​your​ ​doctor
informed​ ​about​ ​all​ ​issues​ ​related​ ​to​ ​the​ ​production​ ​and​ ​pricing​ ​of
medications​ ​you​ ​need​ ​to​ ​stay​ ​well!
● Abbvie​ ​is​ ​committed​ ​to​ ​cutting​ ​edge​ ​research,​ ​so​ ​you​ ​can​ ​get​ ​the​ ​best​ ​care
possible​ ​from​ ​your​ ​doctor.
​ ​14

15. ○ When​ ​your​ ​doctor​ ​is​ ​partnered​ ​with​ ​Abbvie,​ ​they​ ​have​ ​a​ ​partner​ ​who​ ​is
committed​ ​to​ ​furthering​ ​wellness​ ​and​ ​health​ ​through​ ​groundbreaking
scientific​ ​research.​ ​Ask​ ​your​ ​doctor​ ​about​ ​us​ ​or​ ​see​ ​more​ ​about​ ​our
commitment​ ​at​ ​abbvie.com.
Key​ ​Public​ ​#3:​ ​Family​ ​Caregiver
● Overview​ ​and​ ​Rationale:​ ​​This​ ​is​ ​the​ ​person​ ​who​ ​is​ ​the​ ​accepted​ ​caregiver​ ​for​ ​the
family​ ​unit.​ ​Could​ ​be​ ​a​ ​mother,​ ​grandmother,​ ​sister,​ ​or​ ​wife.​ ​They​ ​are​ ​middle​ ​to
upper​ ​class​ ​and​ ​have​ ​come​ ​post​ ​secondary​ ​education​ ​ranging​ ​from​ ​a​ ​two​ ​year​ ​to
postgraduate​ ​degree.​ ​Generally,​ ​they​ ​are​ ​the​ ​prime​ ​decision​ ​makers​ ​and​ ​thought
leaders​ ​within​ ​their​ ​own​ ​family​ ​units(Carpenter,​ ​1980).​ ​Trust​ ​of​ ​this​ ​public​ ​is​ ​key
because​ ​they​ ​will​ ​take​ ​information,​ ​research​ ​it​ ​and​ ​form​ ​their​ ​own​ ​opinion.​ ​They
will​ ​not​ ​take​ ​the​ ​opinion​ ​of​ ​a​ ​medical​ ​professional​ ​blindly.
● Self-interests:​​ ​Well​ ​being​ ​of​ ​themselves​ ​and​ ​their​ ​family​ ​unit.
● Relationship:​​ ​Generally​ ​understanding​ ​of​ ​common​ ​health​ ​issues,​ ​knows​ ​when​ ​it’s
time​ ​to​ ​consult​ ​a​ ​medical​ ​professional.
● Opinion​ ​Leaders:​​ ​Other​ ​family​ ​members,​ ​key​ ​friends,​ ​medical​ ​professionals,
school​ ​officials.
● Channels:​​ ​Social​ ​media,​ ​local​ ​and​ ​national​ ​news,​ ​daytime​ ​television,​ ​magazines.
Demographic​ ​Data-Family​ ​Caregivers
Median​ ​Age Gender Ethnicity
49(Female)
49(Male)
66%(Female)
34%(Male)
62%(White)
13%(Black)
(Women​ ​and​ ​Caregiving,​ ​2003)(Caregiver​ ​Statistics,​ ​2016)
Primary​ ​and​ ​Secondary​ ​Messages​ ​for​ ​Family​ ​Caregivers
● You​ ​want​ ​your​ ​family​ ​healthy​ ​and​ ​happy.​ ​Abbvie​ ​along​ ​with​ ​your​ ​doctor​ ​share​ ​in
that​ ​desire.
○ When​ ​your​ ​doctor​ ​partners​ ​with​ ​Abbvie,​ ​you​ ​are​ ​getting​ ​the​ ​support​ ​of​ ​a
company​ ​that​ ​is​ ​committed​ ​to​ ​cutting​ ​edge​ ​research,​ ​easy​ ​access​ ​to​ ​the
information​ ​you​ ​need,​ ​and​ ​has​ ​an​ ​open​ ​door​ ​for​ ​your​ ​suggestions​ ​and
concerns.
● The​ ​health​ ​and​ ​budget​ ​of​ ​your​ ​family​ ​is​ ​important.​ ​That’s​ ​why​ ​Abbvie​ ​is
committed​ ​to​ ​full​ ​transparency​ ​in​ ​the​ ​pricing​ ​of​ ​medications​ ​and​ ​therapies.
○ When​ ​you​ ​are​ ​prescribed​ ​one​ ​of​ ​Abbvie’s​ ​medications,​ ​you​ ​will​ ​know​ ​the
reasons​ ​behind​ ​any​ ​price​ ​increase​ ​as​ ​well​ ​as​ ​a​ ​commitment​ ​to​ ​you​ ​that​ ​we
won’t​ ​raise​ ​prices​ ​unless​ ​absolutely​ ​necessary.
● We​ ​want​ ​you​ ​to​ ​be​ ​educated​ ​on​ ​your​ ​family's​ ​health.​ ​That’s​ ​why​ ​we​ ​are
committed​ ​to​ ​the​ ​freeflow​ ​of​ ​information​ ​between​ ​us,​ ​your​ ​doctor,​ ​and​ ​you.
​ ​15

16. ○ At​ ​Abbvie,​ ​we​ ​want​ ​you​ ​to​ ​be​ ​fully​ ​aware​ ​and​ ​educated.​ ​That’s​ ​why​ ​we
provide​ ​your​ ​doctor​ ​with​ ​cutting​ ​edge​ ​information​ ​and​ ​easy​ ​access​ ​to​ ​that
information.​ ​Want​ ​to​ ​learn​ ​more​ ​on​ ​your​ ​own?​ ​That’s​ ​fine,​ ​our​ ​website,
abbvie.com​ ​is​ ​full​ ​of​ ​the​ ​information​ ​that​ ​you​ ​need.
Strategies​ ​and​ ​Tactics
When​ ​the​ ​general​ ​public​ ​usually​ ​thinks​ ​of​ ​the​ ​pharmaceutical​ ​industry,​ ​their​ ​first
concern​ ​lands​ ​at​ ​whether​ ​the​ ​industry’s​ ​primary​ ​concern​ ​is​ ​promoting​ ​the​ ​health​ ​and
well​ ​being​ ​of​ ​the​ ​public,​ ​or​ ​simply​ ​making​ ​profits(Cato,​ ​2014).​ ​With​ ​that​ ​in​ ​mind,​ ​this
public​ ​relations​ ​campaign​ ​for​ ​Abbvie​ ​must​ ​focus​ ​on​ ​the​ ​areas​ ​where​ ​the​ ​public​ ​is​ ​most
concerned.​ ​Those​ ​areas​ ​are​ ​motives​ ​and​ ​profits.​ ​To​ ​address​ ​the​ ​first​ ​area​ ​of​ ​motive,
this​ ​campaign​ ​will​ ​convey​ ​Abbvie’s​ ​commitment​ ​to​ ​cutting​ ​edge​ ​research​ ​within​ ​their
therapeutic​ ​focus​ ​areas​ ​with​ ​the​ ​sole​ ​aim​ ​of​ ​improving​ ​the​ ​state​ ​of​ ​public​ ​health​ ​as​ ​well
as​ ​advancing​ ​the​ ​field​ ​of​ ​medicine.​ ​With​ ​respect​ ​to​ ​the​ ​second​ ​area​ ​discussing​ ​profit,
the​ ​campaign​ ​will​ ​focus​ ​on​ ​transparency​ ​in​ ​drug​ ​pricing.​ ​One​ ​reason​ ​that​ ​the​ ​area​ ​of
drug​ ​pricing​ ​is​ ​an​ ​issued​ ​that​ ​must​ ​be​ ​addressed​ ​is​ ​the​ ​recent​ ​scandal​ ​involving​ ​Martin
Shkerli​ ​and​ ​the​ ​drastic​ ​price​ ​increase​ ​of​ ​the​ ​drug,​ ​Daraprim(Perkins,​ ​2017).
For​ ​this​ ​campaign,​ ​three​ ​key​ ​publics​ ​have​ ​been​ ​identified​ ​that​ ​Abbvie​ ​must
communicate​ ​their​ ​message​ ​to​ ​carefully​ ​and​ ​effectively.​ ​These​ ​key​ ​publics​ ​are​ ​all
involved​ ​in​ ​the​ ​decision​ ​making​ ​process​ ​of​ ​whether​ ​or​ ​not​ ​to​ ​use​ ​Abbvie’s​ ​products​ ​as
well​ ​as​ ​maintain​ ​a​ ​position​ ​to​ ​become​ ​powerful​ ​brand​ ​advocates​ ​for​ ​the​ ​company​ ​and
industry.​ ​These​ ​key​ ​publics​ ​as​ ​previously​ ​detailed​ ​are:​ ​medical​ ​professionals,​ ​patients,
and​ ​family​ ​caregivers.
Beginning​ ​with​ ​medical​ ​professionals,​ ​the​ ​campaign,​ ​like​ ​with​ ​the​ ​other​ ​key
publics​ ​will​ ​focus​ ​on​ ​the​ ​areas​ ​of​ ​commitment​ ​to​ ​research​ ​and​ ​pricing​ ​transparency.
However,​ ​for​ ​this​ ​public​ ​the​ ​campaign​ ​will​ ​add​ ​a​ ​third​ ​focus​ ​area​ ​involving​ ​Abbvie’s
commitment​ ​to​ ​assisting​ ​the​ ​medical​ ​professional​ ​better​ ​treat​ ​their​ ​patients​ ​and
furthering​ ​their​ ​individual​ ​medical​ ​practice.​ ​With​ ​respect​ ​to​ ​tactics​ ​that​ ​will​ ​be​ ​used​ ​to
execute​ ​the​ ​strategies,​ ​Abbvie​ ​should​ ​take​ ​a​ ​more​ ​personal​ ​approach.​ ​Reading​ ​through,
you​ ​will​ ​notice​ ​means​ ​like​ ​personal​ ​phone​ ​calls,​ ​letters,​ ​and​ ​video​ ​sessions​ ​designed
with​ ​personal​ ​interaction​ ​in​ ​mind.​ ​This​ ​is​ ​because​ ​the​ ​medical​ ​professional​ ​is​ ​well
trained,​ ​a​ ​natural​ ​skeptic​ ​and​ ​will​ ​likely​ ​have​ ​questions​ ​and​ ​concerns​ ​that​ ​can​ ​only​ ​be
addressed​ ​in​ ​a​ ​one​ ​on​ ​one​ ​manner.
Moving​ ​onto​ ​the​ ​patient,​ ​this​ ​public​ ​is​ ​likely​ ​concerned​ ​with​ ​their​ ​own​ ​health​ ​and
well​ ​being​ ​and​ ​will​ ​partner​ ​with​ ​the​ ​medical​ ​professional​ ​to​ ​map​ ​out​ ​a​ ​course​ ​of
treatment.​ ​For​ ​this​ ​public,​ ​the​ ​medical​ ​professional​ ​will​ ​act​ ​as​ ​a​ ​thought​ ​leader,​ ​but
ultimately​ ​the​ ​treatment​ ​decision​ ​will​ ​be​ ​theirs.​ ​With​ ​that​ ​in​ ​mind,​ ​Abbvie​ ​must​ ​clearly
​ ​16

17. and​ ​with​ ​an​ ​emphasis​ ​on​ ​recall​ ​convey​ ​their​ ​message.​ ​For​ ​that​ ​reason,​ ​this​ ​campaign
will​ ​make​ ​use​ ​of​ ​televised​ ​commercials,​ ​social​ ​media,​ ​and​ ​drug​ ​coupons​ ​to​ ​put​ ​the
message​ ​in​ ​front​ ​of​ ​them.
The​ ​third,​ ​and​ ​final​ ​key​ ​public​ ​identified​ ​by​ ​this​ ​campaign​ ​is​ ​the​ ​family​ ​caregiver.
This​ ​public​ ​is​ ​concerned,​ ​not​ ​primarily​ ​with​ ​their​ ​own​ ​health,​ ​but​ ​with​ ​the​ ​health​ ​of​ ​their
loved​ ​ones.​ ​While​ ​they​ ​may​ ​not​ ​be​ ​directly​ ​or​ ​currently​ ​involved​ ​in​ ​the​ ​medical​ ​treatment
process,​ ​they​ ​will​ ​be​ ​at​ ​one​ ​time​ ​or​ ​another.​ ​If​ ​is​ ​for​ ​these​ ​reasons​ ​that​ ​this​ ​campaign
recommends​ ​the​ ​use​ ​of​ ​tactics​ ​that​ ​rely​ ​heavily​ ​on​ ​brand​ ​recall.​ ​Some​ ​examples​ ​of
these​ ​tactics​ ​include,​ ​press​ ​releases,​ ​social​ ​media,​ ​blog,​ ​as​ ​well​ ​as​ ​news​ ​and​ ​television
interviews.
As​ ​you​ ​can​ ​clearly​ ​see,​ ​Abbvie​ ​and​ ​the​ ​pharmaceutical​ ​industry​ ​has​ ​its​ ​work​ ​cut
out​ ​for​ ​them​ ​with​ ​respect​ ​to​ ​gaining​ ​the​ ​public​ ​trust.​ ​While​ ​the​ ​message​ ​is​ ​clear​ ​and
simple,​ ​it​ ​must​ ​be​ ​conveyed​ ​in​ ​a​ ​different​ ​manner​ ​across​ ​the​ ​key​ ​publics​ ​identified​ ​as
crucial.​ ​This​ ​is​ ​why​ ​the​ ​campaign​ ​recommends​ ​Abbvie​ ​use​ ​the​ ​following​ ​strategies​ ​and
tactics​ ​when​ ​communicating​ ​to​ ​these​ ​key​ ​publics.
Medical​ ​Professionals
Strategy​ ​One:​​ ​Inform​ ​medical​ ​professionals​ ​of​ ​the​ ​steps​ ​that​ ​Abbvie​ ​is​ ​taking​ ​to​ ​further
research​ ​within​ ​its​ ​therapeutic​ ​focus​ ​areas.
Tactics​ ​for​ ​strategy​ ​one:
● Hold​ ​a​ ​monthly​ ​live​ ​video​ ​series​ ​to​ ​discuss​ ​recent​ ​developments​ ​and​ ​current
projects​ ​that​ ​Abbvie​ ​is​ ​working​ ​on​ ​that​ ​would​ ​be​ ​of​ ​interest​ ​to​ ​medical
professionals.​ ​Also​ ​make​ ​recordings​ ​of​ ​the​ ​video​ ​series​ ​available​ ​for​ ​later
viewing.
● Develop​ ​a​ ​weekly​ ​email​ ​newsletter​ ​that​ ​acts​ ​as​ ​a​ ​digest​ ​of​ ​the​ ​current​ ​state​ ​of
research​ ​in​ ​the​ ​therapeutic​ ​focus​ ​areas.
● Train​ ​internal​ ​stakeholders​ ​who​ ​are​ ​client​ ​facing​ ​in​ ​the​ ​PR​ ​efforts​ ​and​ ​ongoing
projects​ ​related​ ​to​ ​these​ ​PR​ ​efforts.​ ​Task​ ​them​ ​with​ ​making​ ​it​ ​part​ ​of​ ​their​ ​regular
calls​ ​to​ ​clients​ ​to​ ​include​ ​information​ ​related​ ​to​ ​these​ ​efforts​ ​as​ ​well​ ​as​ ​a
personal​ ​invitation​ ​to​ ​attend​ ​the​ ​monthly​ ​video​ ​series,​ ​also​ ​encouraging​ ​them​ ​to
opt​ ​into​ ​the​ ​weekly​ ​newsletter.
Strategy​ ​Two:​​ ​Promote​ ​awareness​ ​among​ ​medical​ ​professionals​ ​of​ ​the​ ​efforts​ ​being
made​ ​by​ ​Abbvie​ ​to​ ​further​ ​pricing​ ​transparency​ ​among​ ​its​ ​pharmaceutical​ ​line.
Tactics​ ​for​ ​strategy​ ​two:
● Add​ ​a​ ​page​ ​to​ ​the​​ ​​Abbvie​ ​website​ ​that​ ​explains​ ​the​ ​pricing​ ​transparency
commitment​ ​as​ ​well​ ​as​ ​an​ ​overview​ ​of​ ​the​ ​factors​ ​that​ ​go​ ​into​ ​pricing​ ​a​ ​drug.
​ ​17

18. ● Placement​ ​of​ ​an​ ​article​ ​in​ ​the​ ​top​ ​three​ ​medical​ ​journals​ ​according​ ​to​ ​their
impact​ ​score(New​ ​England​ ​Journal​ ​of​ ​Medicine,​ ​Nature,​ ​and​ ​the
Lancet)(Publications,​ ​2015).​ ​​ ​These​ ​articles​ ​will​ ​outline​ ​Abbvie’s​ ​commitment​ ​to
drug​ ​pricing​ ​transparency,​ ​the​ ​factors​ ​that​ ​go​ ​into​ ​pricing​ ​a​ ​drug,​ ​and
encouraging​ ​questions​ ​and​ ​comments​ ​from​ ​the​ ​medical​ ​community.
● Task​ ​internal​ ​stakeholders​ ​to​ ​reach​ ​out​ ​to​ ​their​ ​client​ ​contacts​ ​with​ ​an​ ​offer​ ​of
information​ ​and​ ​encouraging​ ​them​ ​to​ ​go​ ​to​ ​the​ ​website​ ​or​ ​read​ ​the​ ​journal
articles.​ ​Additionally,​ ​prompt​ ​dialogue.
Strategy​ ​Three:​​ ​Demonstrate​ ​to​ ​medical​ ​professionals​ ​Abbvie’s​ ​commitment​ ​to
furthering​ ​the​ ​individual​ ​doctor’s​ ​ability​ ​to​ ​treat​ ​and​ ​heal​ ​their​ ​patients​ ​through​ ​open
dialogue​ ​and​ ​solicitation​ ​of​ ​suggestions​ ​and​ ​input.
Tactics​ ​for​ ​strategy​ ​three:
● Add​ ​an​ ​online​ ​forum​ ​within​ ​a​ ​credentialed​ ​area​ ​on​ ​the​ ​Abbvie​ ​website​ ​where
medical​ ​professionals​ ​can​ ​be​ ​verified​ ​and​ ​given​ ​credentials.​ ​Within​ ​the​ ​online
forum,​ ​medical​ ​professionals​ ​can​ ​post​ ​questions​ ​or​ ​offer​ ​comments​ ​and
suggestions​ ​to​ ​ongoing​ ​discussions​ ​about​ ​Abbvie,​ ​how​ ​to​ ​offer​ ​better​ ​patient
care,​ ​or​ ​how​ ​to​ ​further​ ​an​ ​individual​ ​practice.
● Distribute​ ​via​ ​postal​ ​mail​ ​a​ ​letter​ ​written​ ​by​ ​the​ ​executive​ ​team​ ​at​ ​Abbvie.​ ​This
letter​ ​should​ ​act​ ​as​ ​a​ ​personal​ ​invitation​ ​to​ ​medical​ ​professionals​ ​to​ ​partner​ ​with
Abbvie​ ​in​ ​the​ ​exchange​ ​of​ ​ideas​ ​and​ ​information​ ​related​ ​to​ ​bettering​ ​patient​ ​care.
● Encourage​ ​internal​ ​stakeholders​ ​to​ ​reach​ ​out​ ​to​ ​their​ ​clients,​ ​explaining​ ​the
desire​ ​to​ ​partner​ ​up​ ​and​ ​solicit​ ​suggestions​ ​as​ ​well​ ​as​ ​encourage​ ​open​ ​dialogue.
These​ ​should​ ​be​ ​dedicated​ ​calls​ ​and​ ​not​ ​appended​ ​to​ ​sales​ ​calls.
Patients
Strategy​ ​One:​ ​​Promote​ ​the​ ​idea​ ​among​ ​patients​ ​that​ ​Abbvie​ ​is​ ​committed​ ​to​ ​furthering
medical​ ​treatment​ ​through​ ​research​ ​among​ ​its​ ​three​ ​therapeutic​ ​focus​ ​areas.
Tactics​ ​for​ ​strategy​ ​one:
● Produce​ ​a​ ​public​ ​service​ ​announcement​ ​and​ ​broadcast​ ​it​ ​into​ ​the​ ​information
channel​ ​that​ ​plays​ ​on​ ​the​ ​televisions​ ​in​ ​waiting​ ​rooms.​ ​These​ ​PSA’s​ ​should
inform​ ​as​ ​well​ ​as​ ​encourage​ ​viewers​ ​to​ ​visit​ ​Abbvie’s​ ​website​ ​and​ ​social​ ​media
channels.
● Develop​ ​a​ ​dedicated​ ​page​ ​on​ ​the​ ​Abbvie​ ​website​ ​that​ ​addresses​ ​the​ ​strategy​ ​and
provides​ ​information​ ​as​ ​well​ ​as​ ​contact​ ​information​ ​for​ ​further​ ​inquiries.
● Use​ ​Facebook​ ​as​ ​it​ ​has​ ​the​ ​highest​ ​reach​ ​of​ ​any​ ​social​ ​media​ ​channel​ ​and​ ​the
best​ ​potential​ ​at​ ​leveraging​ ​messages(Greenwood,​ ​Perrin,​ ​&​ ​Duggan,​ ​2016).​ ​Daily
​ ​18

19. posts​ ​should​ ​be​ ​made​ ​regarding​ ​Abbvie’s​ ​research​ ​and​ ​development.​ ​Encourage
and​ ​promote​ ​engagement​ ​among​ ​the​ ​audience.
Strategy​ ​Two:​ ​​Target​ ​current​ ​users​ ​of​ ​Abbvie’s​ ​pharmaceuticals​ ​and​ ​provide​ ​them​ ​with
information​ ​regarding​ ​the​ ​company’s​ ​commitment​ ​to​ ​drug​ ​pricing​ ​transparency.
Tactics​ ​for​ ​strategy​ ​two:
● Design​ ​a​ ​coupon​ ​for​ ​Abbvie​ ​medications​ ​to​ ​be​ ​distributed​ ​by​ ​the​ ​prescribing
medical​ ​professional​ ​to​ ​the​ ​patient.​ ​Along​ ​with​ ​the​ ​coupon​ ​should​ ​be​ ​a​ ​simple
message​ ​about​ ​pricing​ ​transparency​ ​and​ ​a​ ​call​ ​to​ ​action​ ​to​ ​visit​ ​the​ ​website​ ​for
more​ ​information.
● Incorporate​ ​an​ ​opt​ ​in​ ​on​ ​the​ ​Abbvie​ ​website​ ​for​ ​patients​ ​to​ ​receive​ ​email​ ​updates
and​ ​newsletters​ ​that​ ​speak​ ​on​ ​the​ ​topic​ ​of​ ​pricing​ ​transparency.​ ​These​ ​emails
should​ ​be​ ​sent​ ​monthly.
● Develop​ ​a​ ​television​ ​commercial​ ​for​ ​play​ ​during​ ​daytime​ ​network​ ​programming​ ​in
major​ ​markets.
Family​ ​Caregivers
Strategy​ ​One:​ ​​Promote​ ​awareness​ ​of​ ​Abbvie’s​ ​research​ ​efforts​ ​and​ ​their​ ​direct​ ​effect​ ​on
the​ ​health​ ​of​ ​the​ ​public.
Tactics​ ​for​ ​strategy​ ​one:
● Put​ ​out​ ​a​ ​regular​ ​series​ ​of​ ​press​ ​releases​ ​outlining​ ​recent​ ​breakthroughs
resulting​ ​from​ ​Abbvie’s​ ​research.​ ​Post​ ​these​ ​to​ ​the​ ​company​ ​website​ ​as​ ​well​ ​as
social​ ​media​ ​accounts.
● Write​ ​a​ ​series​ ​of​ ​guest​ ​blogs​ ​on​ ​health​ ​related​ ​websites​ ​discussing​ ​Abbvie​ ​and
their​ ​commitment​ ​to​ ​cutting​ ​edge​ ​research.
● Seek​ ​out​ ​guest​ ​interviews​ ​on​ ​local​ ​radio​ ​and​ ​television​ ​stations​ ​during​ ​daytime
talk​ ​shows.​ ​Feature​ ​an​ ​Abbvie​ ​representative​ ​discussing​ ​the​ ​topic.
Strategy​ ​Two:​​ ​Inform​ ​family​ ​caregivers​ ​of​ ​Abbvie’s​ ​commitment​ ​to​ ​transparent​ ​drug
pricing.
Tactics​ ​for​ ​strategy​ ​two:
● Create​ ​an​ ​online​ ​publication​ ​discussing​ ​the​ ​issue​ ​of​ ​drug​ ​pricing​ ​and​ ​the​ ​current
state​ ​of​ ​the​ ​topic​ ​in​ ​the​ ​United​ ​States.
● Pitch​ ​the​ ​news​ ​media​ ​on​ ​the​ ​topic​ ​of​ ​drug​ ​pricing​ ​in​ ​the​ ​United​ ​States​ ​and​ ​what
Abbvie​ ​is​ ​doing​ ​for​ ​its​ ​part.
​ ​19

20. ● Discuss​ ​the​ ​issue​ ​on​ ​the​ ​Abbvie​ ​website.​ ​Encourage​ ​family​ ​caregivers​ ​to
research​ ​the​ ​topic​ ​through​ ​engagement​ ​on​ ​social​ ​media.
Evaluation​ ​Plan
A​ ​key​ ​component​ ​to​ ​any​ ​public​ ​relations​ ​campaign​ ​is​ ​the​ ​ability​ ​to​ ​measure​ ​and
evaluate​ ​its​ ​effectiveness​ ​at​ ​achieving​ ​the​ ​intended​ ​results.​ ​Proper​ ​measurement​ ​and
evaluation​ ​provides​ ​answers​ ​to​ ​the​ ​question​ ​of​ ​is​ ​the​ ​message​ ​getting​ ​through​ ​to​ ​the
intended​ ​public?​ ​Is​ ​the​ ​message​ ​consistent?​ ​Is​ ​the​ ​campaign​ ​properly​ ​shaping​ ​the
public​ ​perception​ ​of​ ​the​ ​organization​ ​and​ ​its​ ​mission.​ ​This​ ​campaign​ ​is​ ​no​ ​different,​ ​it​ ​is
for​ ​that​ ​reason​ ​that​ ​it​ ​is​ ​recommended​ ​that​ ​Abbvie​ ​make​ ​use​ ​of​ ​the​ ​following​ ​evaluation
tools​ ​in​ ​order​ ​to​ ​evaluate​ ​how​ ​well​ ​the​ ​campaign​ ​addresses​ ​each​ ​of​ ​the​ ​three​ ​objectives
deemed​ ​as​ ​crucial​ ​to​ ​the​ ​organization.
Campaign​ ​Objectives,​ ​Criteria,​ ​and​ ​Evaluation​ ​Tools​ ​Used
● Campaign​ ​Objective​ ​Number​ ​One:​ ​​Boost​ ​awareness​ ​with​ ​key​ ​publics​ ​of​ ​Abbvie’s
commitment​ ​to​ ​drug​ ​pricing​ ​transparency​ ​by​ ​20%​ ​prior​ ​to​ ​December​ ​2018.
○ Criteria:​ ​​From​ ​a​ ​base​ ​number​ ​obtained​ ​at​ ​the​ ​onset​ ​of​ ​the​ ​campaign,​ ​a
measured​ ​increase​ ​of​ ​20%​ ​prior​ ​to​ ​the​ ​conclusion​ ​of​ ​the​ ​campaign​ ​in
December​ ​of​ ​2018.
○ Evaluation​ ​Tools​ ​Utilized:​​ ​Surveys,​ ​Focus​ ​Groups
● Campaign​ ​Objective​ ​Number​ ​Two:​ ​​Increase​ ​awareness​ ​among​ ​key​ ​publics​ ​of
Abbvie’s​ ​therapeutic​ ​focus​ ​areas​ ​and​ ​the​ ​research​ ​benefits​ ​by​ ​20%​ ​prior​ ​to
December​ ​2018.
○ Criteria:​​ ​From​ ​a​ ​base​ ​number​ ​obtained​ ​at​ ​the​ ​onset​ ​of​ ​the​ ​campaign,​ ​a
measured​ ​increase​ ​of​ ​20%​ ​prior​ ​to​ ​the​ ​conclusion​ ​of​ ​the​ ​campaign​ ​in
December​ ​of​ ​2018.
○ Evaluation​ ​Tools​ ​Utilized:​​ ​Surveys,​ ​Focus​ ​Groups
● Campaign​ ​Objective​ ​Number​ ​Three:​ ​​Attain​ ​60%​ ​positive​ ​public​ ​approval​ ​of
Abbvie’s​ ​core​ ​mission​ ​and​ ​operation​ ​prior​ ​to​ ​December​ ​2018.
○ Criteria:​​ ​A​ ​measured​ ​overall​ ​approval​ ​of​ ​60%​ ​by​ ​December​ ​2018.
○ Evaluation​ ​Tools​ ​Utilized​:​ ​Surveys,​ ​Focus​ ​Groups,​ ​Content​ ​Analysis
​ ​20

21. Evaluation​ ​Tools​ ​Explained
Surveys
At​ ​the​ ​beginning​ ​of​ ​the​ ​campaign,​ ​a​ ​survey​ ​will​ ​be​ ​taken​ ​of​ ​a​ ​representative
sampling​ ​of​ ​the​ ​identified​ ​key​ ​publics.​ ​The​ ​survey​ ​will​ ​include​ ​questions​ ​pertaining​ ​of
the​ ​awareness​ ​of​ ​Abbvie​ ​as​ ​a​ ​company,​ ​their​ ​mission,​ ​as​ ​well​ ​as​ ​awareness​ ​of​ ​their
commitment​ ​to​ ​drug​ ​pricing​ ​transparency​ ​and​ ​research​ ​within​ ​the​ ​therapeutic​ ​focus
areas.​ ​These​ ​initial​ ​surveys​ ​will​ ​be​ ​used​ ​to​ ​calculate​ ​the​ ​base​ ​figure​ ​from​ ​which​ ​the
campaign​ ​will​ ​be​ ​measured.
Going​ ​further,​ ​throughout​ ​the​ ​campaign​ ​surveys​ ​will​ ​be​ ​taken​ ​at​ ​quarterly
intervals​ ​so​ ​that​ ​the​ ​determination​ ​can​ ​be​ ​made​ ​of​ ​whether​ ​adjustments​ ​to​ ​the
campaign​ ​need​ ​to​ ​be​ ​made​ ​as​ ​well​ ​as​ ​an​ ​ability​ ​to​ ​report​ ​interim​ ​results​ ​to​ ​key
stakeholders.
The​ ​method​ ​employed​ ​in​ ​administering​ ​the​ ​surveys​ ​will​ ​depend​ ​largely​ ​on​ ​the​ ​key
public​ ​being​ ​surveyed.​ ​The​ ​identified​ ​secondary​ ​and​ ​tertiary​ ​methods​ ​shall​ ​only​ ​be
employed​ ​in​ ​the​ ​event​ ​that​ ​the​ ​primary​ ​method​ ​fails​ ​to​ ​produce​ ​an​ ​adequate​ ​sampling
of​ ​results.​ ​Please​ ​consult​ ​the​ ​chart​ ​below​ ​for​ ​the​ ​primary,​ ​secondary,​ ​and​ ​tertiary
method​ ​of​ ​administering​ ​the​ ​survey.
In​ ​cases​ ​where​ ​contact​ ​via​ ​telephone​ ​is​ ​the​ ​means​ ​employed,​ ​the​ ​campaign​ ​will
use​ ​opt​ ​in​ ​lists​ ​of​ ​medical​ ​professionals​ ​who​ ​are​ ​currently​ ​partners​ ​of​ ​Abbvie​ ​and​ ​have
approved​ ​the​ ​use​ ​of​ ​telephonic​ ​contact​ ​in​ ​the​ ​preferences​ ​set​ ​with​ ​their​ ​individual
Abbvie​ ​representative.​ ​As​ ​an​ ​incentive​ ​for​ ​taking​ ​the​ ​time​ ​to​ ​complete​ ​any​ ​surveys,
Abbvie​ ​will​ ​provide​ ​additional​ ​training​ ​and​ ​support​ ​materials​ ​to​ ​the​ ​medical​ ​professional
and​ ​their​ ​practice.​ ​With​ ​respect​ ​to​ ​patients,​ ​the​ ​campaign​ ​will​ ​draw​ ​contact​ ​numbers
from​ ​opt​ ​in​ ​lists​ ​of​ ​information​ ​obtained​ ​when​ ​the​ ​patient​ ​registered​ ​on​ ​the​ ​Abbvie​ ​site
and​ ​approved​ ​the​ ​use​ ​of​ ​telephone​ ​contact.​ ​As​ ​an​ ​incentive​ ​for​ ​completing​ ​the​ ​surveys
Abbvie​ ​will​ ​offer​ ​the​ ​patient's​ ​discount​ ​coupons​ ​for​ ​future​ ​prescriptions.
Key​ ​Public Primary​ ​Method Secondary​ ​Method Tertiary​ ​Method
Medical
Professionals
Telephone Mail/Paper Web
Patients Telephone Web Mail/Paper
Family​ ​Caregiver Web Mail/Paper
​ ​21

22. Focus​ ​Groups
The​ ​value​ ​of​ ​focus​ ​groups​ ​as​ ​a​ ​public​ ​relations​ ​tool​ ​has​ ​grown​ ​in​ ​popularity​ ​over
the​ ​years.​ ​Some​ ​of​ ​the​ ​benefits​ ​of​ ​focus​ ​groups​ ​include;​ ​low​ ​cost,​ ​efficiency,​ ​ability​ ​to
obtain​ ​additional​ ​insight​ ​and​ ​information,​ ​and​ ​the​ ​ability​ ​to​ ​set​ ​them​ ​up​ ​quickly​ ​and
easily(Colson,​ ​2001).​ ​For​ ​this​ ​campaign,​ ​it​ ​is​ ​recommended​ ​to​ ​hold​ ​focus​ ​group
sessions​ ​at​ ​the​ ​beginning,​ ​midpoint,​ ​and​ ​conclusion​ ​of​ ​the​ ​campaign.​ ​This​ ​will​ ​allow
Abbvie​ ​to​ ​determine​ ​not​ ​only​ ​the​ ​effectiveness​ ​of​ ​the​ ​campaign,​ ​but​ ​through​ ​the​ ​use​ ​of
a​ ​midterm​ ​focus​ ​group,​ ​the​ ​ability​ ​to​ ​make​ ​mid​ ​campaign​ ​adjustments​ ​and​ ​corrections.
The​ ​participants​ ​of​ ​each​ ​focus​ ​group​ ​will​ ​consist​ ​of​ ​an​ ​equal​ ​representative
sample​ ​of​ ​each​ ​of​ ​the​ ​three​ ​defined​ ​key​ ​publics.​ ​Additionally,​ ​multiple​ ​sessions​ ​should
be​ ​conducted​ ​in​ ​varying​ ​marketing​ ​within​ ​the​ ​United​ ​States.​ ​It​ ​is​ ​ideal​ ​to​ ​conduct​ ​equal
sessions​ ​in​ ​urban,​ ​suburban,​ ​and​ ​rural​ ​markets.​ ​Furthermore,​ ​a​ ​qualifying​ ​survey​ ​will​ ​be
distributed​ ​to​ ​ensure​ ​the​ ​qualifications,​ ​willingness,​ ​and​ ​availability​ ​of​ ​the​ ​participants.
Each​ ​group​ ​will​ ​be​ ​moderated,​ ​and​ ​recorded(video​ ​and/or​ ​audio).​ ​The​ ​moderator​ ​will
facilitate​ ​the​ ​discussion​ ​and​ ​ensure​ ​feedback​ ​from​ ​all​ ​participants(Weinberger,​ ​2016).
The​ ​topic​ ​of​ ​the​ ​discussion​ ​should​ ​focus​ ​on​ ​Abbvie​ ​as​ ​a​ ​company,​ ​perceptions​ ​of​ ​the
company​ ​and​ ​pharma​ ​industry,​ ​awareness​ ​of​ ​Abbvie’s​ ​drug​ ​pricing​ ​transparency
program​ ​and​ ​research​ ​in​ ​the​ ​therapeutic​ ​focus​ ​areas.
Content​ ​Analysis
The​ ​third​ ​measurement​ ​and​ ​evaluation​ ​tool​ ​that​ ​would​ ​be​ ​employed​ ​in​ ​this
campaign​ ​is​ ​content​ ​analysis.​ ​While​ ​not​ ​as​ ​detailed​ ​and​ ​perhaps​ ​as​ ​accurate​ ​of​ ​an
indicator​ ​of​ ​awareness​ ​as​ ​the​ ​other​ ​two,​ ​it​ ​remains​ ​a​ ​strong​ ​source​ ​of​ ​information​ ​and
back​ ​up​ ​to​ ​surveys​ ​and​ ​focus​ ​groups.​ ​Additionally,​ ​through​ ​performing​ ​content​ ​analysis,
Abbvie​ ​can​ ​determine​ ​what​ ​issues​ ​perhaps​ ​need​ ​to​ ​be​ ​the​ ​focus​ ​of​ ​future​ ​campaigns.
In​ ​the​ ​age​ ​of​ ​the​ ​Internet,​ ​there​ ​are​ ​two​ ​primary​ ​means​ ​in​ ​which​ ​to​ ​compile
information​ ​for​ ​content​ ​analysis,​ ​both​ ​are​ ​crucial​ ​and​ ​will​ ​be​ ​employed​ ​in​ ​this​ ​campaign.
First,​ ​would​ ​be​ ​to​ ​employ​ ​the​ ​services​ ​of​ ​a​ ​commercial​ ​clipping​ ​service.​ ​Per​ ​Les​ ​Potter;
“Commercial​ ​clipping​ ​services​ ​are​ ​frequently​ ​hired​ ​to​ ​provide​ ​the​ ​practitioner​ ​with
packets​ ​of​ ​press​ ​clippings​ ​and​ ​broadcast​ ​monitor​ ​reports.(2009)”​ ​The​ ​second​ ​means
would​ ​be​ ​to​ ​set​ ​up​ ​an​ ​alert​ ​through​ ​the​ ​major​ ​search​ ​engines​ ​like​ ​Google​ ​and​ ​Bing.
These​ ​alerts​ ​will​ ​compile​ ​a​ ​digest​ ​of​ ​news​ ​across​ ​the​ ​Internet​ ​regarding​ ​the​ ​company​ ​as
well​ ​as​ ​issues​ ​key​ ​to​ ​the​ ​public​ ​relations​ ​campaign.
Once​ ​information​ ​is​ ​compiled,​ ​it​ ​will​ ​be​ ​reviewed​ ​for​ ​content​ ​and​ ​general
attitudes​ ​and​ ​sentiments​ ​towards​ ​Abbvie​ ​and​ ​issues​ ​key​ ​to​ ​the​ ​campaign.​ ​From​ ​this​ ​the
campaign​ ​can​ ​glean​ ​a​ ​general​ ​idea​ ​of​ ​the​ ​press’​ ​attitude​ ​and​ ​sentiment.​ ​These​ ​ratios​ ​of
positive​ ​and​ ​negative​ ​press​ ​can​ ​be​ ​calculated​ ​to​ ​arrive​ ​at​ ​a​ ​rough​ ​percentage​ ​that​ ​can
be​ ​compared​ ​among​ ​other​ ​results​ ​from​ ​the​ ​various​ ​tools​ ​and​ ​measurements​ ​employed
in​ ​the​ ​campaign.
​ ​22

23.
Budget​ ​and​ ​Calendar
Within​ ​this​ ​public​ ​relations​ ​campaign,​ ​Abbvie​ ​needs​ ​to​ ​reach​ ​three​ ​key​ ​publics.
These​ ​key​ ​publics​ ​include;​ ​Medical​ ​Professionals,​ ​Patients,​ ​and​ ​Family​ ​Caregivers.​ ​In
addition​ ​to​ ​simply​ ​reaching​ ​these​ ​three​ ​key​ ​publics,​ ​Abbvie​ ​must​ ​also​ ​convince​ ​them
that​ ​the​ ​company​ ​is​ ​trustworthy​ ​and​ ​a​ ​leader​ ​among​ ​the​ ​pharmaceutical​ ​industry​ ​in​ ​the
areas​ ​of​ ​medical​ ​research​ ​and​ ​drug​ ​pricing​ ​transparency.​ ​While​ ​the​ ​above​ ​information
outlined​ ​demonstrates​ ​exactly​ ​how​ ​the​ ​campaign​ ​will​ ​benefit​ ​Abbvie​ ​in​ ​achieving​ ​its
public​ ​image​ ​goals,​ ​there​ ​are​ ​also​ ​financial​ ​considerations​ ​to​ ​take​ ​into​ ​account.
The​ ​proposed​ ​budget​ ​for​ ​this​ ​campaign​ ​is​ ​​497,300​ ​dollars​.​ ​This​ ​amount​ ​comes
to​ ​just​ ​under​ ​0.0002%​ ​of​ ​the​ ​profits​ ​for​ ​Abbvie​ ​in​ ​2016.​ ​However,​ ​it​ ​will​ ​yield​ ​benefits​ ​so
much​ ​beyond​ ​that​ ​small​ ​percentage.​ ​First,​ ​the​ ​campaign​ ​will​ ​reach​ ​and​ ​affirm​ ​with​ ​its
key​ ​publics​ ​that​ ​Abbvie​ ​is​ ​a​ ​solid​ ​company​ ​with​ ​a​ ​commitment​ ​to​ ​cutting​ ​edge​ ​research
and​ ​making​ ​drugs​ ​affordable​ ​to​ ​all​ ​that​ ​need​ ​them.​ ​This​ ​alone​ ​holds​ ​the​ ​potential​ ​to
yield​ ​additional​ ​revenues​ ​multiple​ ​times​ ​over​ ​the​ ​proposed​ ​budget.​ ​Secondly,​ ​this
campaign​ ​stands​ ​to​ ​further​ ​the​ ​reputation​ ​of​ ​the​ ​pharmaceutical​ ​industry​ ​as​ ​a​ ​whole.
This​ ​holds​ ​the​ ​potential​ ​to​ ​result​ ​in​ ​favorable​ ​political,​ ​financial​ ​and​ ​social​ ​conditions​ ​for
Abbvie​ ​to​ ​secure​ ​long​ ​term​ ​beneficial​ ​conditions​ ​in​ ​which​ ​to​ ​operate​ ​within.
Overall,​ ​this​ ​campaign​ ​and​ ​budget​ ​will​ ​place​ ​Abbvie​ ​at​ ​the​ ​forefront​ ​of​ ​the
pharmaceutical​ ​industry​ ​with​ ​respect​ ​to​ ​public​ ​perception,​ ​trust,​ ​and​ ​favorability.
​ ​23

24. Key​ ​Public​ ​Budget:​ ​Medical​ ​Professionals
Key​ ​Public​ ​Calendar:​ ​Medical​ ​Professionals
​ ​24

25. Key​ ​Public​ ​Budget:​ ​Patients
Key​ ​Public​ ​Calendar:​ ​Patients
​ ​25

26. Key​ ​Public​ ​Budget:​ ​Family​ ​Caregiver
Key​ ​Public​ ​Calendar:​ ​Family​ ​Caregiver
​ ​26

27. Measurement​ ​and​ ​Evaluation​ ​Budget
Measurement​ ​and​ ​Evaluation​ ​Calendar
​ ​27

28. References
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017-8
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