Marketing is an ongoing process of trust-building and information-sharing. You should have a clear execution plan for this journey that includes what must be communicated, to which stakeholder and through which channel.

Implementation practicalities also need to be considered to ensure that the campaign can be rolled out as intended and reaches the desired outcomes.

Typical topics for exploration

• Which internal stakeholders play a key role in the campaign plan? Is work required to get them on board?
• What impact is the medical, legal and regulatory review (MLR) process likely to have on timelines and asset rollout?
• Which KPIs best measure achievement of the campaign objectives? How will these be tracked, monitored and reported on?
• How will ongoing review and reflection be incorporated into the campaign plan? How comfortable is the business pivoting if things do not go to plan?

Each asset in the campaign plan must act as a waypoint in the stakeholder’s journey with your brand and product.

Typical topics for exploration

• Messaging must be consistent across all assets and drive deeper engagement.
• Visuals must be engaging, representative of your target audience, and aligned to the brand guidelines.
• Digital assets must be simple to use and reflect the latest technology has to offer.