Erik Peterson at Biometra: Corporate Communications Strategy

7/22/2019 Erik Peterson at Biometra: Corporate Communications Strategy

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Biometra

CorporateCommunications

Strategy

Jeremy AaronAshford Charleus

Polina Khudaynatov

Stella Schour



Who is G3 Communications?

• Founded in 2013

• Marketing and communications agency

focused on branding

• Results oriented

• Multifaceted approach to solving

integrated communications problems



Goals

• Improve Communications with Upper

Management focused on

- Jenkins

• Improve communications with your team



Objectives

• To reposition you as a leader in the company

- Improve communication upward and downward

- Build trust and credibility

- Be bold and decisive

- Create relationships

- Cultivate company culture by sharing common

experiences with other coworkers• Solidify your position as the leader of your

project and team



2 Phase Process

• Jenkins Protégé

- build relationship with Jenkins

Benefits: respect in the companyPossible promotion, resources will not be

hindered

• Carefully constructed meetings and othercommunications with the product team



Direct Report:

Stephanie Hanes

• 41 years old

• Diverse skills: registered nurse practitioner

with a master’s degree in cardio-vascular

nursing, managed the clinical training

department

• Currently developing and updating the

training manual for the catheter

• Team player



Direct Report:

Stephanie Hanes

Communication Objectives

• Praise her for a job well done, and continue

the great work

• Elicit ideas to improve the morale around

the office



Direct Report:

Curt Andrews

• Lacks the skills needed to serve as director ofoperations

• Frustrated by the uncertainty of the pre-launch

• Limited experience in the medical deviceindustry

• Bitter towards your rapid rise• Desires immediate results, unlike Melissa

Miczek



Direct Report:

Curt Andrews


• Find out why is Andrews frustrated

• Develop suggestions for improvement inCosta Rica

• Stress the importance of developing a

stronger healthier relationship with Miczek



Direct Report:

Melissa Miczek

• 45 years old and experienced

• Manager of regulatory affairs

• Premium salary offer was denied by HR

• Quality of work diminished over time

• Like Andrews, resents your rapid rise to GM• Methodical, lacks urgency



Direct Report:

Melissa Miczek


• Provide motivation, like a performance

bonus• Stress the importance of developing a

stronger, healthier relationship with Andrews

• Healthy relationship between Andrews andMiczek is critical to meeting the overall goal



Direct Report:

Trevor Burns

• 28 years old, manager of marketing

department

• No prior experience in medical device

industry

• Bright, knowledgeable and enthusiastic

• Burns and Wescott disagree on sales

strategies



Direct Report:

Trevor Burns


• Suggest mentoring with Westcott, who is full

of knowledge and experience

• Inquire more about Burns’ ideas, specifically

his marketing ideas



Direct Reports:

James Westcott

• 44 years old

• Diverse skills: Former medical supplies salesrepresentative and manager of 20-member

sales team• High-preforming sales manager

• Peterson discovered that his communicationswere sometimes not detailed or clear enough

• Competent yet sometimes abrasive• Clashed with Trevor Burns and caused tensions

over compensation



Direct Reports:

James Westcott


• Implement use of the Communication

Template with his own team to trackand monitor communication trails thatcan be easily reviewed

• Open dialogue to collaborate effectively

with Trevor Burns on the marketingplans for the launch of new catheter



Communication Template



Direct Reports:

James Westcott

• Collaborate on an outline for a script for

Sales Representatives to be able to sell

more product



Upper Management:

Richard Jenkins

• Cofounder of Scientific Materials (SciMat)

• President of the medical devices group

• Diverse Skills: Led SciMat to enter and quickly

dominate other new industry segments without priorexperience in medical devices.

• Hired Peterson as product manager in charge of salesand marketing of Biometra’s catheter production.

• Promoted Peterson to acting general manager ofBiometra’s operations

• Peterson was very impressed with him and his work

• Had a reputation for toughness and an aggressiveentrepreneurial drive



Upper Management:

Richard Jenkins


• Assert the position as Jenkin’s protégé and

gain mentorship

• Maintain constant communication with

Jenkins to keep him aware of the status of

marketing plans

• Present new communication processes that

he will use with his team.



Goal Setting & Performance Review

Template



Erik Peterson’s

Communication

Calendar &Upper Management

Visit Agenda



Week 1 | March 11-15




Visit Agenda



Week 4 | April 1-6



Conclusion

• Good communication with upper

management and your direct reports will

build good relationships and foster a

collaborative corporate culture

• Good collaborative corporate culture is one

of the key components to conducting

successful business



Q & A

Erik Peterson at Biometra: Corporate Communications Strategy

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