Final Scenario

a) Develop three points on how CSU Pharma might engage all Federal politicians in supporting its new drug.

1. Health issues always play a large role in elections. As there is an election coming up, it is very important that CSU Pharma make sure all Federal politicians recognise the amount of people within Australia that have Type II Diabetes, and the amount of votes they could win over by opting to subsidies people with this condition.

2. CSU Pharma could hold a charity night in which politicians would be invited. They would then be informed about the new product, which could sway their thinking towards putting the drug on the scheme, whilst at the same time being seen as a good Samaritan for attending a charity function.

3. CSU Pharama need to establish a strong connection with key influential politicians. By gaining their trust and respect, they could pass on the message of how important it would be to have this drug on the scheme. In return CSU Pharma would need to raise support within the general public for these specific politicians.

b) Develop two sentences (talking points) that all CSU Pharma senior executives should use when meeting federal/state politicians and bureaucrats to get the drug accepted by the PBS.

Hello ……., its such a pleasure to meet you. I’m ……, I work for a CSU Pharma, a major pharmaceutical manufacturer. I’ve noticed from your current speeches and press releases that you seem to be really interested in the health standards and wellbeing of the Australian people. Did you know that in Australia more than 1500 people are found to have type 2 diabetes per week. We too at CSU Pharma are worried about this epidemic, so we created a drug that will help to minimise the symptoms of type 2 Diabetes. The people of Australia need this drug, and with your help I believe we can make Australia a better place.

c) Identify two concepts that might lift the reputation of CSU Pharma in the perceptions of politicians/regulators/bureaucrats in Canberra.

1. CSU Pharma has to seize this opportunity that lay ahead of it with the election on its way. CSU Pharma need to make heavy donations, or guarantee to give heavy donations to which ever party makes it in after the election. In return CSU Pharma would love it if the new Federal government happen to look fondly upon the idea of have a new Type II Diabetes drug on the scheme. Since CSU Pharma would have created already such a great working relationship with the newly elected government, it seems only fair that they return the favour.

2. Regulators and bureaucrats need to be informed of the facts of CSU Pharmas new drug, and the role that they would play as individuals if they allowed for this drug to be placed on the scheme. Regulators and bureaucrats should be given full access to the business and how the drug is made, so they can feel assured at all times that this drug, and the company that it comes from are most deserving of being placed on the scheme.

Scenario 1

Media Release Help

The media release should involve the following information:

1. An outline of what diabetes is: 'Diabetes mellitus is a group of metabolic diseases characterized by high blood sugar (glucose) levels, which result from defects in insulin secretion, or action, or both.' (http://www.medicinenet.com/diabetes_mellitus/article.htm)
2. An outline of what causes diabetes: 'Insufficient production of insulin (either absolutely or relative to the body's needs), production of defective insulin (which is uncommon), or the inability of cells to use insulin properly and efficiently leads to hyperglycemia and diabetes.' (http://www.medicinenet.com/diabetes_mellitus/page2.htm)
3. An outline of some of the symptoms: 'The early symptoms of untreated diabetes are related to elevated blood sugar levels, and loss of glucose in the urine. Some untreated diabetes patients also complain of fatigue, nausea and vomiting. Patients with diabetes are prone to developing infections of the bladder, skin, and vaginal areas.' (http://www.medicinenet.com/diabetes_mellitus/page4.htm)
4. An outline of treatment options: 'Type 2 diabetes is first treated with weight reduction, a diabetic diet, and exercise. When these measures fail to control the elevated blood sugars, oral medications are used. If oral medications are still insufficient, insulin medications are considered. ' (http://www.medicinenet.com/diabetes_mellitus/page8.htm)
5. A quote from Dr Pancreas with some information about the CSUPharma drug.
6. Might want to mention possible side effects: 'Hypoglycemia and weight gain are the two most frequent side effects of these drugs.' (http://www.thedoctorwillseeyounow.com/articles/diabetes/drugs_2/)
7. An outline of the price of the drug before the scheme, and the price of the drug if it was put onto the scheme.
8. A photo of what the CSUPharma drug would look like.

Key Issues and Players

Key Issues

• To achieve the result of getting the type two diabetes drug onto the pharmaceutical benefits scheme. Why? If this is achieved the drug will be subsidised, leading to an increase in sales.
• There is a strong competitor base with approximately 16,000 competitors. Why? The stronger the competitor base the harder it will be to promote CSUPharma as the leading drug that should be able to make it onto the scheme.
• Standard of testing. Why? The CSUPharma drug has under gone the required amount of clinical trials and laboratory testing which gives it a stronger chance of being excepted onto the scheme.
• Currently there isn't a type two diabetes on the scheme. Why? Given that there isn't one on the scheme this give CSUPharma a much better chance of getting on the scheme.

Key Players

• Federal Member of Health. Why? This person is the main connection to getting the drug past onto the scheme. If this person approves the scheme it basically can go onto the scheme straight away.
• The Federal Member of Healths media advisor. Why? If this person starts to raise media awareness on type two diabetes and the CSUPharama drug itself, it can create public pressure that will reflect back upon the Federal Member of Health, who will have to react on public pressure.
• The Chair of CSUPharma. Why? He is the face of CSUPharma. He is a member of the Federal Government Science Advisory Panel. He could put forward a proposition to inquire into the levels of Diabetes within Australian society, to help raise the awareness of type two diabetes and start the ball rolling for it to be placed within the scheme. The chairman also owns his own company that is a major contributor to the Wagga Wagga branch of the National Party.- This could be seen as a good way to lobby for the scheme, through the relationship of the chairman and the National Party. The only issue with this is that he has tried to be nominated as the local member for the National Party, and on both occasions he has failed. This shows that the relationship between the chairman and the National Party is most likely not too strong and shouldn’t be highly depended on.
• Dr Norfled. Why?He will be the main connection for our firm to gain information about the company and the product. The only downside is that CSUPharma’s medical director is newly appointed, and is therefore not a specialist in the field of diabetes. He does have a background in fruit drinks for kids.

Environmental Scan

Client = CSUPharma, a pharmaceutical manufacturer.

1. They have created a new drug for type two diabetes.
   - ‘In 2003 approximately 16,000 complementary medicines were listed in the ARTG’ (http://www.aihw.gov.au/publications/aus/bulletin45/bulletin45.pdf). Complementary medicines in this sense stand for medicines used for diabetes. This means there is the possibility that there are approximately 16,000 competitors.
2. They have completed two years of clinical trials, and have people following three years of laboratory testing.
   - This is a good average with most trial periods for type two diabetes drug being on average 36months (http://ndt.oxfordjournals.org/cgi/content/abstract/15/4/487).
   
   

Aim = Create a public affairs strategy that will:

1. Get the drug approved through the Pharmaceutical Benefits Scheme.
   - ‘For nearly 60 years, the Australian Government’s Pharmaceutical Benefits Scheme (PBS) has provided reliable, timely and affordable access to a wide range of medicines for all Australians. Many medicines cost the Government much more than the price you pay – some cost hundreds, even thousands of dollars, but the government provides a subsidy so that you pay much less. You receive the benefit of this subsidy when you have your prescription for a medicine filled under the PBS’ (http://www.health.gov.au/internet/wcms/publishing.nsf/Content/health-pbs-general-aboutus.htm-copy2).
   - At present there is no type two diabetes drug on the scheme as the government feels that people can afford the current drugs. Considering the latest interest rate increase, it could be a possible way to lobby for the average family household. With the increase in mortgage repayments, families dependant on this form of drug may be feeling the squeeze more than in normal times. Therefore it could be a good time to place the drug on the scheme.
2. Develop a new corporate social responsibility charter.
3. Lift CSUPhara’s profile among politicians.

Loop Holes

1. I am a personal friend of the Federal Member of Healths principal media advisor.
   - This opens many opportunities for me to have direct contact with a key stakeholder in making this aim a reality.
2. The Chair of CSUPharma is a member of the Federal Government Science Advisory Panel.
   - He could put forward a proposition to inquire into the levels of Diabetes within Australian society, to help raise the awareness of type two diabetes and start the ball rolling for it to be placed within the scheme.
3. The chairman also owns his own company that is a major contributor to the Wagga Wagga branch of the National Party.
   - This could be seen as a good way to lobby for the scheme, through the relationship of the chairman and the National Party. The only issue with this is that he has tried to be nominated as the local member for the National Party, and on both occasions he has failed. This shows that the relationship between the chairman and the National Party is most likely not too strong and shouldn’t be highly depended on.
4. Dr Norfled, CSUPharma’s medical director is newly appointed, and is therefore not a specialist in the field of diabetes. He does have a background in fruit drinks for kids.

Blog 1

Hello,

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-Bec-