Primary File

Global Genes: Communicating the Launch of Global Research Initiative Rare X

Cameren, G. Ginty, M., O’Rourke, J. S. (editor)
March 12, 2019
North America
Marketing & Sales, Strategy & General Management
13 pages
marketing, global research, Analysis, strategic communication
Student Price: 
$4.00 (€3.76)
Average rating: 

Global Genes, a patient advocacy group for the rare disease community, must plan for the launch and marketing of Rare X, a new data collection and analysis platform. This moonshot proposal is contingent upon the collaboration of various stakeholder groups and will require strategic communicative efforts to properly deliver the proposal

Learning Outcomes: 
  1. To encourage individuals to consider the unique elements that must be considered when a new non-profit organization with resources wants to begin operation and communicate itself to the public.
  2. To promote discussion around the data privacy risks that accompany a proposal such as Rare X.
  3. To explore the idea of critical mass adoption and public approval as a requirement for success of a new organization.
  4. To demonstrate the need for proper communication and coordination among various diverse parties (ex: health care professionals, governments, and patients).
  5. To provide an example of how one company can expand its services through the creation of a new joint venture, partnering with parties of diverse backgrounds and expertise.