Effective Business Communication

You are the CEO of a small pharmaceutical distributor. Your company has been awarded the exclusive contract to distribute a new drug. Araba, the company who developed and will manufacture the product, does not have distribution capability. The new drug is called Complexia. It has been approved to treat breast cancer and will compete directly with Tamoxifen, a highly used treatment in cases where breast cancer is hormonally-driven. This is not chemotherapy; Complexia is a drug used to prevent recurrence of disease during and after treatment. Your company, through your sales and customer service representatives, already has extensive relationships with oncology providers. There is also great anticipation within the market about the potential efficacy of this new treatment. Studies indicate breast cancer recurs in 11% of patients within five years and in 20% of patients within 10 years (American Cancer Society, 2008). Initial clinical trials indicate this new drug may help to lower recurrence rates; however, clinical trials only demonstrate a new drug’s efficacy in a small group of patients over a limited amount of time. Long-term product efficacy rates have not been established for this product yet. As with all new drug launches, your company anticipates this unknown factor could result in some patient dissatisfaction if desired results are not achieved. In those cases, the company will work directly with the treating physician and not with the patient directly. The success of Complexia relies upon an external business partner, Shipping Inc., who manufacturers the refrigerated casing designed specifically for this product. The product is required to be shipped overnight in a temperature-controlled package. You will need to work closely with this partner to ensure your manufacturing operation is able to increase as needed in a just-in-time environment to meet sales demands. Your contact’s name at Shipping Inc. is Lee Harold. You have received a customer complaint via the company’s social media page. The customer’s complaint is as follows: “My wife took Complexia, and she got incredibly sick! Who knows if the treatment will help her at all, but how can we even find out while she’s so sick? Maybe this drug shouldn’t be approved yet.

B. Develop an e-mail to motivate and encourage the staff within your company from your chosen scenario. 1. Discuss two advantages of the newly acquired product. 2. Predict two disadvantages that may appear. a. Explain how to mitigate these disadvantages, should they occur. C. Develop an e-mail to motivate and encourage external stakeholders of your company in your chosen scenario. 1. Discuss two advantages of the newly acquired product. 2. Predict two disadvantages that may appear. a. Explain how to mitigate these disadvantages, should they occur. D. Develop a company blog entry in support of the new product from your chosen scenario. 1. Discuss three of the product’s benefits for users. E. Develop a persuasive letter to the business partner in your chosen scenario in which your goal is to overcome your business partner’s objections to a shorter manufacturing lead time. Note: Manufacturing lead time refers to the total time required from the time of ordering to fulfillment (i.e. shipment/delivery) F. Develop a response to the customer from your chosen scenario who posted a complaint about the product to the company’s social media page. Note: There is a specific complaint within each scenario. The customer is extremely dissatisfied with the product from your chosen scenario. 1. Discuss the necessary steps to resolve the conflict. 2. Discuss your resolution offer to the customer. G. Evaluate the effectiveness of the positive and negative communication strategies used throughout your communication portfolio for both internal and external stakeholders. H. Evaluate the effectiveness of the different communication modalities (e.g., e-mail, blogs, social media, formal letters) used throughout your communication portfolio for both internal and external stakeholders.

 

 

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