Scientific Communication Applied to the Beauty Industry: Challenges and Opportunities

Topics: Marketing, Marketing strategy, Science Pages: 16 (5478 words) Published: January 17, 2011
Scientific Communication Applied to the Beauty Industry: Challenges and Opportunities

“A concerted and innovative approach to strategic marketing and corporate communications”

A white paper by Marie Alice Dibon, Pharm.D

Table of Contents I -Executive Summary: ....................................................................................................................................3 II - The Challenge: ...........................................................................................................................................3 III - The many faces of scientific communication.............................................................................................4 1- Why “Scientific Communication”? ...........................................................................................................4 A - Increasing the visibility of science .....................................................................................................4 B- Filling a void .......................................................................................................................................4 C - Delivering quality...............................................................................................................................4 IV - Where the needs are: ...............................................................................................................................5 1 - Urgent/pressing needs...........................................................................................................................5 A - Integrating science in the marketing mix...........................................................................................5 B - Communicating the importance of science to investors....................................................................5 2 - Mid and long term planning –meeting urgent needs through a carefully planned and multi tier strategy........................................................................................................................................................6 A - Timing is everything ..........................................................................................................................6 V - A concerted and multifaceted approach ....................................................................................................7 1 - Within R&D and Technical departments................................................................................................7 2 -From R&D to the rest of the company: PR, MK, Investors relations and Upper management ..............8 A - Marketing, PR and investors relations: .............................................................................................8 B - Talking to opinion leaders .................................................................................................................8 C - Educating the sales force..................................................................................................................9 3 -Bringing science to the public .................................................................................................................9 VI - Methods and Tools ...................................................................................................................................9 1- Methods: .................................................................................................................................................9 A - Properly formatted and distributed information: ................................................................................9 B - The right audience at the right time:................................................................................................10 C- Federate thinking: create all inclusive creative think tanks:.............................................................10 D - Audits- survey and...
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