The Creation of communication concepts for the pole position in the hotly contested generics market was ratiopharm’s clear assignment to the students from the Master’s program in Communication Management during the winter semester 2021-22.
Equipped with a substantial budget, the students from the Master’s program in Communication Management (3rd semester) started their business field project with ratiopharm. The task was to develop a comprehensive communication concept with the aim of positioning ratiopharm, the subsidiary of Teva Pharmaceuticals, clearly as the number one on the Austrian generics market again. The starting point was a specially conducted market research study in which medical doctors from selected fields were interviewed. The findings provided clear approaches for goals, strategy and positioning. The focus here was on high-impact core messages, which were implemented in concrete online and offline measures ranging from online platforms to podcasts and continuing education measures. A framework for performance measurement using suitable KPIs rounded off the package of measures in a professional manner.
Strategic campaign planning with 360-degree perspective impresses client
The communication concepts, which were clearly focused on strategy and integrated communication, delighted client Christian Graf, Sales Director Austria at Teva Pharmaceuticals. The student teams earned his high praise for their comprehensive campaign planning and implementation, which focused on an essential core message:
“I am thrilled by the many ideas and fresh perspectives. The students impressed with professionally and creatively developed concepts during the final presentation. We will definitely be able to adopt some ideas in our daily practice.”
Coaches Karin Lehmann, communications expert and longtime lecturer at FHWien der WKW, and Georg Feldmann, Head of City of Vienna Competence Team for the Digitalization of Communication, also emphasized the high quality of the results:
“Pictures speak louder than words: How market research was interpreted or podcasts and other ideas were presented acoustically and pictorially – these are the great strengths of the presentations: when images stay in your mind.”
“Claims, slogans – short, concise, catchy advertising messages – these are the success factors of a communication strategy. I’m quite thrilled with how the students delivered a consistently concise, impressive result in their final presentations. Congratulations on that!”
The students captured the most important impressions in this video they created themselves:
We educate tomorrow’s communication experts! The Master’s program in Communication Management at FHWien der WKW offers a comprehensive, holistic, strategic view of communication problems and solutions rather than pure specialist knowledge. The educational goal is clearly to prepare students for leadership and management tasks.