Securing a biomedical communications future: thinking strategically

Ensuring continued growth and viability of the biomedical communication function has become a critical task of the biomedical communications director. Thinking strategically is a cognitive process which assists a director in visualizing programs and tactics which meet clients needs, creates competitive advantages for the biomedical communications unit and builds on existing unit strengths. Thinking strategically can be divided into five phases: strategic vision, strategy development, strategic plan implementation, strategic plan dissemination, and strategic plan evaluation. Each sequence leads the biomedical communications director through a process designed to increase the effectiveness of the biomedical unit and to meet the challenges posed by an environment characterized by diminished financial, material, and human resources as well as respond to threats and opportunities posed by increased competition in the biomedical communications product and marketplace.