GLOBAL, CORPORATE
AND OPERATIONAL COMMUNICATIONS
Do you want to enhance your communications plan, receive support with developing your internal and external communications, or discuss your communications strategy? Contact our marketing and communications consulting agency, the specialist in health and beauty.
DEFINITION OF GLOBAL COMMUNICATION
Global communication refers to :
Communication aimed at a “global” audience, such as a single communication campaign developed on an international scale. The challenge is to communicate in a way that relates to “the greatest number of people”, while taking into account the different ways that they connect, share, relate and mobilize across geographical, political, economic, social and cultural divides.
DEFINITION OF CORPORATE COMMUNICATION
Corporate communication refers to :
All of a company’s internal and external communications (advertising, institutional, financial, commercial materials, etc.). The challenge in this case is to ensure that all communication resources and media are consistent and share a common thread, in terms of both content (brand identity) and form (visual identity).
UNDERSTANDING OPERATIONAL COMMUNICATION
Operational communication covers all communication actions implemented “in the field” as part of a communication strategy.
Before getting to this stage, a company must first :
- Create its brand identity and image
- Validate a strong, unmistakable visual identity suitable for its market
- Define a global marketing strategy and communication plan (long-term vision)
- Set operational marketing targets (for the short and medium term)
Operational communication is thus intrinsically linked to operational marketing.
How it is managed will vary depending on the budgets available to achieve the various marketing objectives and the number of targets to be reached. The communication plan must incorporate all the media and tools required to advance the company’s strategy (press relations, social media, websites, community management, events, creation of promotional materials, point-of-sale visibility tools, merchandising or the development of sell-in and sell-out operations).
Operational communication is therefore an extension of the brand strategy defined for a company, product or service. It is the logical outcome of a strategic communication plan. These communications must be carefully planned and implemented to ensure a return on investment for the company.
As part of a communications plan for a healthcare product, operational marketing may involve designing promotional materials for use across various specialist channels or in specific locations. These may include medical visits, pharmacies, waiting rooms, conferences or even medical practices. Operational communications therefore provide information to different audiences via direct, accessible channels.
Are you a company in the pharmaceutical industry aiming to improve your communications, marketing, corporate communications, public relations, market research, marketing plan or digital communications ?
Contact us today for support with positioning and differentiating your brand, to help you stand out in a competitive market.
You can trust our communications agency to provide support and create added value.
Are you a young person who dreams of working in marketing and communications? After completing secondary education, you can study for an Advanced Vocational Training Certificate (BTS) and then a Master’s Degree in Marketing at university or a school of marketing. There are various different marketing professions, and they all offer a wide range of career opportunities, project manager, community manager, advertising manager, events manager, product manager, marketing assistant, graphic designer, and more.
If you’re a creative and ambitious team player, you’ll go far, progressing to roles like artistic director, communications director or marketing director.
CUSTOMER CASE STUDIES
IALUGEN ADVANCE
CUSTOMER BRIEF
Redesign the brand’s visual identity after the development of new packaging and a new brand :
Set objectives :
- Create an identity for the brand that is separate from the laboratory: The brand must exist in its own right, without completely breaking away from its pharmaceutical origins.
- Improve the customer experience in pharmacies and online
- Create brand preference among women aged 30 and over, who buy skincare products in pharmacies
Elements already created by the brand :
1. New packaging for the two Ialugen ranges
2. A new logo to support the brand’s new messaging.
AGENCY RECOMMENDATIONS
Differentiate the brand by breaking with conventions in the anti-aging market, and meeting society’s need to” feel good in your skin” whatever your age.
Position the brand as a luxury skincare range backed by scientific research and natural formulas.
At the same time, convey the brand’s legitimate, authentic promise, proven by clinical studies: to provide expert skincare products made with hyaluronic acid that preserve and reveal women’s natural beauty.
The concept is not about promising eternal youth, but helping women feel beautiful whatever their age: IALUGEN ADVENCE is a skincare range of anti-aging dermo-cosmetic products to help women feel beautiful at any age.
Challenges linked to promoting the brand’s new image :
- Repositioning the brand on the market
- Ensuring consistency between the new packaging and the new brand platform
- Communicating with target consumers using messaging that is more aligned with the brand’s trends and aims
- Generating interest among pharmacists to establish the range in more points of sale
1. Define the brand’s territory :
Design a slogan aligned with the brand’s new positioning “Our science, your beauty”.
2. Create various materials for the brand’s new identity for different communication channels, in accordance with the target market and the new graphic charter :
- For the sales teams, creation of digital sales materials
- For pharmacists, development of an e-learning program
- For the general public :
- Drafting of a press release
- Creation of brochures and leaflets
- Proposal for a new website design (option not taken up)
- Proposal for social media communications (option not taken up)
ALCON – STAIRWAY CONGRESS
CUSTOMER BRIEF
Create a graphic identity for the SFO (French Ophthalmology Society) Congress, to create buzz around Alcon’s surgical equipment and the associated community platform.
AGENCY RECOMMENDATIONS
Design of the concept and materials for the “equipment” and “community platform” graphic charters, with versions adapted to the different communication channels for the congress.
- Creation of “Save the Date” invitations.
- Promotion of the laboratory, its aims and actions via a video to be broadcast during the event.
- Creation of the presentation materials for the plenary session: common theme for speakers and jingles to signal stage entrances.
- Signage for the event: totem and lectern
