Managers and administrators are so intent on immediate issues that they often lose sight of the ultimate objectives of the organization. Each manager focuses on a particular area of expertise and the broader interests may not always be in view. For any organization, including Continuing Medical Education organizations, business objectives are the key to success. Without a strategically developed plan of tasks and goals, key objectives will not be met and the educational mission will not be fulfilled.

That's why a professional review or preparation of a strategic medical communications plan is a virtual necessity. This is one of many factors that contributes to a successful business plan, and without it an organization is much more likely to fail. A sound plan should:

• Serve as a framework for decisions or for securing support/approval
• Provide a basis for more detailed planning
• Explain the organization's purpose to others in order to inform, motivate & involve
• Assist benchmarking & performance monitoring
• Stimulate change and become building block for next plan

A strategic plan can provide the foundation and framework for a functional business plan. A strategic plan is not the same thing as an operational plan. The former should be visionary, conceptual and directional in contrast to an operational plan, which is likely to be shorter term, tactical, focused, implementable and measurable. As an example, compare the process of planning a vacation (where, when, duration, budget, who goes, how travel are all strategic issues) with the final preparations (tasks, deadlines, funding, weather, packing, transport and so on are all operational matters).

A satisfactory medical communications strategic plan must be realistic and attainable so as to allow managers to think strategically and act operationally.

The MW Institute has the expertise necessary to create a strategic medical communications plan that will support your organization's business objectives and guide your group to success.