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Advice You - How to Communicate on Difficult Issues
I recently received a request for help a staff member of SAFE, Inc., a small domestic violence service agency in rural Pennsylvania. This staffer asked me how she could most effectively frame the agency’s communications being that the issue area in which it works is always perceived as bad news.
SAFE, Inc. has very relevant marketing goals -- to build a
SAFE, Inc. has very relevant marketing goals -- to build a
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
wareness of this important and life-threatening issue, and of the help that is available. The marketing challenge is how to do so without "turning audiences off." And the challenge is even greater than with some other issues, since the general public often holds erroneous beliefs about the cause, prevalence, etc. of domestic violence. It goes beyond educa
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
tion to changing current perceptions.
Here’s my advice to SAFE and other nonprofit communicators dealing with difficult issues:
You're facing a classic communications dilemma – talking about an issue that makes people uncomfortable. Many audiences don't want to hear it and respond with the "it has nothing to do with me, so I don't want
Here’s my advice to SAFE and other nonprofit communicators dealing with difficult issues:
You're facing a classic communications dilemma – talking about an issue that makes people uncomfortable. Many audiences don't want to hear it and respond with the "it has nothing to do with me, so I don't want
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
to know about it" mind-set. So how do you communicate in a way that ensures your audiences really listen to what you're saying, and respond in the way you wish?
Keep in mind that, in most cases, the underlying foundation of difficult issues is the soft, or the human, issues – attitudes, opinions, self-image, values, beliefs, and feelings about how the wo
Keep in mind that, in most cases, the underlying foundation of difficult issues is the soft, or the human, issues – attitudes, opinions, self-image, values, beliefs, and feelings about how the wo
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rld is organized and people's place in it. This context is difficult enough to tackle in a one-to-one, face-to-face conversation, much less through broader communications strategies.
Identifying the challenge is an important first step, and there are definitely some concrete steps you can take to build public awareness of the issue and ensure that county
Identifying the challenge is an important first step, and there are definitely some concrete steps you can take to build public awareness of the issue and ensure that county
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
residents know that SAFE is there to help.
Clearly Define Your Communications Goals
The first step is to precisely define your communications goals so that you focus your communications work in the right direction. Here's what I think your goals are likely to be:
Clearly Define Your Communications Goals
The first step is to precisely define your communications goals so that you focus your communications work in the right direction. Here's what I think your goals are likely to be:
- Raise awareness that SAFE is there to help victims of domestic
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
violence.Educate the public about domestic violence so that people are able to identify their situation as victims or abusers. Motivate behavioral change among abusers and abuse victims. Change policy to improve protection for and support of victims of domestic violence.
In order to achieve these goals, SAFE must:
In order to achieve these goals, SAFE must:
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
l>Create and/or retain a positive reputation in the community so that the legal and social welfare systems, county government, education and religious institutions, donors, and others view SAFE as an ally, rather than an adversary.
Pinpoint Who You Really Need to Talk To
Next, look closely at your audiences and see just wh
Pinpoint Who You Really Need to Talk To
Next, look closely at your audiences and see just wh
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
o composes that "general public." For many nonprofits, the general public remains a vast, undefined secondary audience. For an organization like yours, focused on a problem so often hidden, the general public is a primary audience. Having volunteered in domestic violence shelters, I know that it's impossible to predict who may need your help. So you need
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
to get the word out there quite broadly.
In addition, in order to meet your communications goals, I'd suggest targeting the following audiences, who can serve as intermediaries:
In addition, in order to meet your communications goals, I'd suggest targeting the following audiences, who can serve as intermediaries:
- Caregivers: Social service agencies, the medical community
- Clergy and teachers: School and religious institution staff
- Legal: Police, the judiciary <
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
li>Children's and family-oriented organizations: Church groups, Girl and Boy ScoutsCommunity organizations: Library, civic clubs Press
Also, for realization of your policy goals, you'll want to reach legislators at all levels.
Hone Your Messages
When you're talking with audiences who don't recognize that yo
Also, for realization of your policy goals, you'll want to reach legislators at all levels.
Hone Your Messages
When you're talking with audiences who don't recognize that yo
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ur issue IS an issue, or those who actively recoil from it, it's critical to put yourself in their shoes and get to know their point of view. That's the only way you'll create messages that they'll relate to, emotionally and rationally.
Start by creating a profile of your target audiences, including their attitudes, beliefs, habits, and interests. If you
Start by creating a profile of your target audiences, including their attitudes, beliefs, habits, and interests. If you
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
can, attach the profiles to people you really know, to reinforce your understanding.
Next, create a set of core messages that concisely convey what you do, what its importance is, and what you want your audiences to do about it – in a way that your audiences will hear. I don't know enough about your community to know everything that's important to citiz
Next, create a set of core messages that concisely convey what you do, what its importance is, and what you want your audiences to do about it – in a way that your audiences will hear. I don't know enough about your community to know everything that's important to citiz
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ens there, but I know that linking your work to the following benefits will have a positive impact:
These are benefits everyone has to appreciate and should be at the core of your messages
- Healthy and happy families
- Reduced drain and expense on social service agencies and the judicial system
- Overall stronger community.
These are benefits everyone has to appreciate and should be at the core of your messages
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
and communications.
Get the Word Out
Now that you have your messages, honed to reach the audiences you need to reach, how do you get the word out?
I don't have room for a complete strategy here. But let me suggest the following approach, in addition to your existing communications program:
Because you're working with difficult and sen
Get the Word Out
Now that you have your messages, honed to reach the audiences you need to reach, how do you get the word out?
I don't have room for a complete strategy here. But let me suggest the following approach, in addition to your existing communications program:
Because you're working with difficult and sen
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
sitive issues, and are striving to build a positive reputation for SAFE, it makes sense to enlist intermediaries (whom you train) such as those listed above, to get the word out. These intermediaries, from physicians to the clergy and Girl Scout leaders, already have relationships with your audiences, are trusted, and are likely to be heard far better tha
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
n direct communication or education from SAFE.
Nothing is better than conversations on difficult issues because conversations can adapt to attitudes that emerge. Printed materials don't offer that flexibility but ensure that you are getting your messages out, broadly, in the way in which you feel most comfortable.
I'd suggest running training sessions f
Nothing is better than conversations on difficult issues because conversations can adapt to attitudes that emerge. Printed materials don't offer that flexibility but ensure that you are getting your messages out, broadly, in the way in which you feel most comfortable.
I'd suggest running training sessions f
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
or your intermediaries to ensure that they are clear on what domestic violence is, how to know if someone you know is being abused, and what the services are that SAFE and other organizations provide to those in trouble.
These folks are the best "distributors" of your messages and printed materials. Of course you have to ensure that your intermediaries c
These folks are the best "distributors" of your messages and printed materials. Of course you have to ensure that your intermediaries c
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
arry your messages out to your audiences, rather than their own. In addition, I'd ask these intermediaries to talk about domestic violence and SAFE in their own communications, such as newsletters.
And of course, you should continue to produce your own public education materials and do some direct communications yourselves via mail, email, your web site,
And of course, you should continue to produce your own public education materials and do some direct communications yourselves via mail, email, your web site,
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
postering, and other vehicles.
You'll find former victims and abusers to be powerful spokespeople. Again, when SAFE steps backstage, letting others talk about the work it does and the issue of domestic violence, you'll be "un-demonized." This approach offers the opportunity to situate domestic violence services as a means of strengthening the community.
You'll find former victims and abusers to be powerful spokespeople. Again, when SAFE steps backstage, letting others talk about the work it does and the issue of domestic violence, you'll be "un-demonized." This approach offers the opportunity to situate domestic violence services as a means of strengthening the community.
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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