You are put in the position of a Healthcare Communications Agency Strategic Account Director who is leading a team to develop a Launch Plan for your client, Cambridge Sciences The client is short-staffed and has turned to the Agency given its strategic acumen, tactical smarts and excellent creative Your Launch Plan Deliverable Header slide (1 slide) Situation Analysis including: - Brief disease overview and importance (2-3 slides) - Competitive analysis of how Metabical stacks-up vs. competition (1-2 slides) - Segmentation and target audience assessment/evaluation; selection of top 3-5 targets including HCPs and patients (1-2 slides) - Beliefs 8: Behaviors (use B&B chart) of at least 2 of your selected target audiences (1 slide) - SWOT (1 slide) - Pivotal Challenges and Key Issues (1 slide) Marketing Strategy including: - Overall strategic direction and core marketing strategies (suggest a Strategy Map umbrella or similar but your choice) (1-2 slides) - Positioning statement (1 slide) - 3 Key Messages for both the HOP and your most ideal patient segment (1 slide) - Logo cluster with name, icon, logo and tagline in color (1 slide) Your Launch Plan Deliverable ' Marketing Launch Tactics including: - Alignment of selected strategies with key tactical programs to influence patients and HCPs - For each sub-strategy aligned with KIslPVCs, recommend the most appropriate key tactic(s) (3-4 slides) - Show as a grid or other framework and NOTjust list this can be done in 34 slides depending on # of substrategies - Communicate the following: - Tactical objective - Keytargetaudience - VERY brief description of tactic - 2 Advertising concepts - 1 for primary patient (consumer) target and 1 for an HCP target (2 slides)