Communicating in the strict and ever-changing world of prescription medicines is tough. For those leading comms in global pharma and biotech, finding the right strategy can feel daunting. At Inizio Evoke Comms, we keep three strategic planning tips in mind to help our clients succeed.
Use strategic planning as a guiding compass
Over the years, we’ve learned it’s more effective for our clients to adopt an agile approach to strategic planning rather than sticking to rigid, one-off comms strategies. Mankin and Steele found that companies improve decision-making by shifting to ongoing review rather than traditional annual planning models. Regular planning allows comms leaders to use the process as a dynamic roadmap, helping them to stay ahead of challenges, spot opportunities and adjust their strategies, as needed, to keep them fresh and forward moving.
Strategic planning is a team effort
While leadership defines the direction, executing a strategy requires effort from the whole organisation. Yet, 30% of strategies fail due to poor coordination across different functions. That’s why we encourage comms leaders to collaborate with colleagues from medical, marketing and public affairs teams when planning strategy, leveraging everyone’s skills and insights to make smarter strategic choices, aligning people behind goals and building consensus.
Data helps leaders stay on track with their goals
With 80% of leaders spending under 20 hours a month on strategy discussions, there’s a risk of missing external challenges or not checking how their plans are doing. We’ve seen that regular reviews keep leaders in tune with what customers and competitors are up to, helping them make smarter choices. Clear key performance indicators clarify success against their vision and allow teams to keep a tight focus on critical tasks, avoiding distractions and unnecessary projects.
Winston Churchill once said: “Plans are of little importance, but planning is essential.” In a world that keeps changing, we’ve seen how strategic planning helps our clients handle complex situations and stay flexible. It brings their teams together with a shared goal and encourages thinking that keeps them ahead of the competition and leads to new ideas.
References are available on request.
This thought leadership piece appeared in the May edition of PME. Read the full issue here.
