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Advice You - Try PR and Watch Something Interesting Happen
Try this: as a business, non-profit, public entity or
association manager, plan for and create the kind of
external stakeholder behavior change that leads
directly to achieving your managerial objectives.
And do so by persuading your key outside audiences
to your way of thinking, then move them to take
actions that allow your department, gr
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
oup, division
or subsidiary to succeed.
Interestingly, what you’ve done, is combine a sound public relations strategy with effective communications tactics leading directly to the bottom line – perception altered, behavior modified, employer/client satisfied.
But of course it’s not automatic!
Instead, the mother of all PR plans is required.
Interestingly, what you’ve done, is combine a sound public relations strategy with effective communications tactics leading directly to the bottom line – perception altered, behavior modified, employer/client satisfied.
But of course it’s not automatic!
Instead, the mother of all PR plans is required.
; 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
A plan
that will get each of their team members and organizational
colleagues working towards the same external stakeholder
behaviors.
Here is such a plan designed to keep a manager’s public relations effort “on message:” people act on their own perception of the facts before them, which leads to predictable behaviors about which something
Here is such a plan designed to keep a manager’s public relations effort “on message:” people act on their own perception of the facts before them, which leads to predictable behaviors about which something
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
can be done.
When we create, change or reinforce that opinion by
reaching, persuading and moving-to-desired-action the
very people whose behaviors affect the organization the
most, the public relations mission is usually accomplished.
Again interestingly, results can begin appearing quite early in this process. For instance, capital givers or
Again interestingly, results can begin appearing quite early in this process. For instance, capital givers or
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
specifying
sources looking your way; prospects starting to work
with you; customers making repeat purchases; improved
relations with government agencies and legislative bodies;
a rebound in showroom visits; membership applications
on the rise; new thoughtleader and special event contacts;
new proposals for strategic alliances and joint vent
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ures;
fresh community service and sponsorship opportunities;
and even stronger relationships with the educational, labor,
financial and healthcare communities.
The extent to which you use your PR staff will bear heavily on your success as a manager. Will you use your regular public relations staff? People assigned to you from above ? Or wi
The extent to which you use your PR staff will bear heavily on your success as a manager. Will you use your regular public relations staff? People assigned to you from above ? Or wi
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
ll it be PR agency staff? Nevertheless, they must be
committed to you as the senior project manager, and to
the PR blueprint starting with key audience perception
monitoring.
Here, invest some real time satisfying yourself that team members really believe that it’s crucially important to know how your most important outside audiences perceiv
Here, invest some real time satisfying yourself that team members really believe that it’s crucially important to know how your most important outside audiences perceiv
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
e
your operations, products or services. Be certain they buy
the reality that perceptions almost always lead to
behaviors that can help or hurt your unit.
Reviewing the PR blueprint with staff is a good idea. In particular your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Que
Reviewing the PR blueprint with staff is a good idea. In particular your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Que
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
tions like these:
how much do you know about our organization?
Have you had prior contact with us and were you
pleased with the exchange? How much do you know
about our services or products and employees? Have
you experienced problems with our people or
procedures?
Professional survey counsel is always available to you, albeit expensive,
Professional survey counsel is always available to you, albeit expensive,
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
for the perception monitoring phases
of your program. But remember that your PR people
are also in the perception and behavior business and
can pursue the same objective: identify untruths, false
assumptions, unfounded rumors, inaccuracies,
misconceptions and any other negative perception that
might translate into hurtful behaviors.
The mo
The mo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
st serious distortions you discovered during your
key audience perception monitoring require that you do
something about them.This will be your new public
relations goal might calling for straightening out that
dangerous misconception, or correcting that gross
inaccuracy, or stopping that potentially fatal rumor.
Any hope for success in achie
Any hope for success in achie
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
ving your new PR goal
will demand a solid strategy backing up that new goal.
One that clearly indicates to you and the PR staff how to
proceed. But remember that there are just three
strategic options available to you when it comes to
handling a perception and opinion challenge. Change
existing perception, create perception where there
may
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
be none, or reinforce it. The wrong strategy pick
will taste like liver-stuffed ravioli. So, be certain the
new strategy fits well with your new public relations
goal. It goes without saying that you don’t want to
select “change” when the facts dictate a reinforce”
strategy.
Here, a powerful corrective message to be aimed at members of you
Here, a powerful corrective message to be aimed at members of you
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
r target audience is the order of the
day. Persuading an audience to your way of thinking
is not easy. Those PR folks of yours must come up with
words that are not only compelling, persuasive and
believable, but clear and factual. Only in this way
will you be able to correct a perception by shifting
opinion towards your point of view, leadi
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
ng to the
behaviors you are targeting.
Let your people regularly reevaluate the message to decide if it is up to snuff and really persuasive. Then select the communications tactics most likely to carry that message to the attention of your target audience. There are scores of available tactics. From speeches, facility tours, emails and bro
Let your people regularly reevaluate the message to decide if it is up to snuff and really persuasive. Then select the communications tactics most likely to carry that message to the attention of your target audience. There are scores of available tactics. From speeches, facility tours, emails and bro
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
chures to
consumer briefings, media interviews, newsletters,
personal meetings and many others. But be sure that
those you pick are known to reach folks just like your
audience members.
Because the credibility of the message itself can actually depend on the perception of its delivery method, you may decide to kick off the corrective messa
Because the credibility of the message itself can actually depend on the perception of its delivery method, you may decide to kick off the corrective messa
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
e by
unveiling the message before smaller gatherings rather
than using higher-profile tactics such as news releases.
A followup perception monitoring session with members of your external audience is advisable. PR people should plan another visit to the field where you can gather comparative data for use in producing progress reports. You’
A followup perception monitoring session with members of your external audience is advisable. PR people should plan another visit to the field where you can gather comparative data for use in producing progress reports. You’
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ll want to use many of the same questions used in the
first benchmark session. Only this time, you will be
watching very carefully for signs that the bad news
perception is being altered in your direction.
There will be periods in which momentum slows, so be prepared to accelerate matters with more communications tactics and increased freque
There will be periods in which momentum slows, so be prepared to accelerate matters with more communications tactics and increased freque
.
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
ncies.
At this juncture, you’ve progressed beyond tactics like special events, brochures, broadcast plugs and press releases to achieve the very best public relations has to offer.
And it’s REALLY interesting when you pull off this PR hat trick – combining a sound public relations strategy with effective communications tactics leading direc
At this juncture, you’ve progressed beyond tactics like special events, brochures, broadcast plugs and press releases to achieve the very best public relations has to offer.
And it’s REALLY interesting when you pull off this PR hat trick – combining a sound public relations strategy with effective communications tactics leading direc
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
tly to
the bottom line – perception altered, behavior modified,
employer/client satisfied.
Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box. Word count is 1195 including guidelines and box. Robert A. Kelly © 2006
Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box. Word count is 1195 including guidelines and box. Robert A. Kelly © 2006
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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