Case Study 2: Issues Management Proactive Planning on New Product Entrant

Situation Analysis

• Company X is developing a new product entrant in a multi-billion market for which there is a product used off-label
• Company X will do development and regulatory work in order to file for commercial use of product in category
• Hence, Company X’s product would be the first approved product based on the same base drug to gain approval in this category

Action Plan

• Identify and develop content on the key issues, audiences and arguments
  • Pricing, reimbursement, reliance on partners, perception
• Monitor competitive intelligence
• Holding statements written in advance
• Confirm and agree on media relations and stakeholder communications goals
• Establish communications channels and plan