Erik Peterson at Biometra: Corporate Communications Strategy
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7/22/2019 Erik Peterson at Biometra: Corporate Communications Strategy
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Biometra
CorporateCommunications
Strategy
Jeremy AaronAshford Charleus
Polina Khudaynatov
Stella Schour
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Who is G3 Communications?
• Founded in 2013
• Marketing and communications agency
focused on branding
• Results oriented
• Multifaceted approach to solving
integrated communications problems
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Goals
• Improve Communications with Upper
Management focused on
- Jenkins
• Improve communications with your team
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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
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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
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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
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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
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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
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Direct Report:
Curt Andrews
Communication Objectives
• Find out why is Andrews frustrated
• Develop suggestions for improvement inCosta Rica
• Stress the importance of developing a
stronger healthier relationship with Miczek
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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
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Direct Report:
Melissa Miczek
Communication Objectives
• 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
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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
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Direct Report:
Trevor Burns
Communication Objectives
• Suggest mentoring with Westcott, who is full
of knowledge and experience
• Inquire more about Burns’ ideas, specifically
his marketing ideas
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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
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Direct Reports:
James Westcott
Communication Objectives
• 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
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Communication Template
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Direct Reports:
James Westcott
• Collaborate on an outline for a script for
Sales Representatives to be able to sell
more product
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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
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Upper Management:
Richard Jenkins
Communication Objectives
• 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.
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Goal Setting & Performance Review
Template
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Erik Peterson’s
Communication
Calendar &Upper Management
Visit Agenda
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Week 1 | March 11-15
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Week 2 | March 18-22
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Week 3 | March 25-30
Visit Agenda
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Week 4 | April 1-6
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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
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