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Advice You - The Biggest PR Speed Bump of All
A single issue – for example, a potentially dangerous,
unattended perception among a key outside audience
– can spread like wildfire nudging ANY business,
non-profit, public entity or association closer to
failure than success. Remember, it’s what people
BELIEVE to be true – rather than the truth itself –
that too often defines the public relations challenge.
Why the top of the head actually h
Why the top of the head actually h
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
urts just thinking
about a public relations speed bump like that!
It also cries out for a sound public relations strategy combined with effective communications tactics leading directly to the bottom line – perception altered, behaviors modified, employer/client satisfied.
But how do we get there?
By employing public relations activity that creates first perception, then behavior change within
It also cries out for a sound public relations strategy combined with effective communications tactics leading directly to the bottom line – perception altered, behaviors modified, employer/client satisfied.
But how do we get there?
By employing public relations activity that creates first perception, then behavior change within
; 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
that key
outside audience. And I mean behavior change that
leads directly to achieving managerial objectives.
It’s not easy, but as a manager, you can do it if you accept the fact that the right PR really CAN alter individual perception and lead to those changed behaviors you need. Especially if you follow up by doing something positive about the behaviors of those important outside audience
It’s not easy, but as a manager, you can do it if you accept the fact that the right PR really CAN alter individual perception and lead to those changed behaviors you need. Especially if you follow up by doing something positive about the behaviors of those important outside audience
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
of yours that
MOST affect your operation.
You can take your best shot at it by creating the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives. But only when you persuade those key outside folks to your way of thinking, and then move them to take actions that allow your department, group, division or subsidiary to succeed.
You’ll be gl
You can take your best shot at it by creating the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives. But only when you persuade those key outside folks to your way of thinking, and then move them to take actions that allow your department, group, division or subsidiary to succeed.
You’ll be gl
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ad to know that this approach comes
complete with a blueprint showing you how to manage
this kind of public relations. People act on their own
perception of the facts before them, which leads to
predictable behaviors about which something 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 th
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
organization
the most, the public relations mission usually is
usually accomplished.
Here’s a reality that will come crashing in on you as you start work on this project. Obviously, you will need a lot more than news releases, brochures, broadcast plugs and fun-filled special events to get a satisfactory return on your PR investment. Among the results business, non- profit, public entity and
Here’s a reality that will come crashing in on you as you start work on this project. Obviously, you will need a lot more than news releases, brochures, broadcast plugs and fun-filled special events to get a satisfactory return on your PR investment. Among the results business, non- profit, public entity and
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
association managers can expect
are renewed interest from your key external audiences,
new proposals for strategic alliances and joint ventures;
rebounds in showroom visits; membership applications
on the rise; new community service and sponsorship
opportunities; and even new thoughtleader and special
event contacts.
With the passage of time, you will notice such customers making repeat purc
With the passage of time, you will notice such customers making repeat purc
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
hases; prospects reappearing; stronger
relationships with the educational, labor, financial and
healthcare communities; improved relations with
government agencies and legislative bodies, and perhaps
even capital givers or specifying sources looking your way.
Be sure that your PR staff is really on board for the whole effort because you want your key outside audiences to really perceive your o
Be sure that your PR staff is really on board for the whole effort because you want your key outside audiences to really perceive your o
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
erations, products or services in a positive
light. Reassure yourself that your people accept the basic
truth that perceptions almost always lead to behaviors that
can help or hurt your unit.
Take the time from your busy day to go over the plan, the blueprint in detail with your staff, especially regarding how you will gather and monitor perceptions by questioning members of your most importan
Take the time from your busy day to go over the plan, the blueprint in detail with your staff, especially regarding how you will gather and monitor perceptions by questioning members of your most importan
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
t outside audiences.
Questions like these: how much do you know about our
organization? How much do you know about our services
or products and employees? Have you had prior contact
with us and were you pleased with the how things went? Have
you experienced problems with our people or procedures?
Fortunately, your PR people are also in the perception and behavior business and can pursue the sa
Fortunately, your PR people are also in the perception and behavior business and can pursue the sa
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e objective
as the professional survey firms might were they to
handle the perception monitoring phases of your program:
identify untruths, false assumptions, unfounded rumors,
inaccuracies, misconceptions and any other negative
perception that might translate into hurtful behaviors.
Setting your public relations goal in concrete carries with it the responsibility to address the problems that
Setting your public relations goal in concrete carries with it the responsibility to address the problems that
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
appeared during your key audience perception monitoring.
Probably, your new goal will call for straightening out
that dangerous misconception, or correcting that gross
inaccuracy, or doing something about that awful rumor.
But this raises a knotty question: how do you plan to reach that goal? You have just three strategic choices when it comes to dealing with a perception or opinion challeng
But this raises a knotty question: how do you plan to reach that goal? You have just three strategic choices when it comes to dealing with a perception or opinion challeng
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
e: create perception where there may be none,
change the perception, or reinforce it. Unfortunately,
selecting a bad strategy will taste like gooseberry
preserves on your salt cod. So be certain the new
strategy fits well with your new public relations goal.
For example, you don’t want to select “change” when
the facts dictate a “reinforce” strategy.
We’re all painfully aware that how you str
We’re all painfully aware that how you str
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
cture your
corrective message is crucial because persuading an
audience to your way of thinking is awfully hard work.
Particularly so when you’re looking for words that are
compelling, persuasive, believable AND clear and
factual. Hard work, but a must if you are to
correct a perception by shifting opinion towards your
point of view, leading to the desired behaviors. Review
your message wit
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
h your communications specialists
for its impact and persuasiveness.
You can pick from dozens of available tactics to carry your words to the attention of your target audience, but you need to select the precise communications tactics most likely to reach them. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many
You can pick from dozens of available tactics to carry your words to the attention of your target audience, but you need to select the precise communications tactics most likely to reach them. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many
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
others. Be darn certain that the tactics you pick are known
to reach folks just like your audience members.
Another PR fact of life is that the credibility of your message can depend on how you deliver it. So, try introducing it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances. Before long, you’ll need to produce a progress re
Another PR fact of life is that the credibility of your message can depend on how you deliver it. So, try introducing it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances. Before long, you’ll need to produce a progress re
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
port, which means it’s probably time for you and your PR
folks to get back out in the field for a second perception
monitoring session with members of your external audience.
You can use the same questions used in the first benchmark
session, but now you must stay alert for signs that your
communications tactics have worked and that the negative
perception is being altered in your direction.
I
I
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
know that things don’t always move fast enough for me, and
I suspect the same may be true of you. If you’re caught in a
slowdown, matters can always be accelerated with a broader
selection of communications tactics AND increased frequencies.
So that biggest PR speed bump of all – a potentially dangerous, unattended perception among a key external audience – really CAN spread like wild fire and
So that biggest PR speed bump of all – a potentially dangerous, unattended perception among a key external audience – really CAN spread like wild fire and
.
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
udge any business, non-profit,
public entity or association closer to failure than success.
Only thing standing between you and such a disaster is your own resolve as a manager to do something positive about the behaviors of those important outside audiences of yours that MOST affect your operation.
Create the kind of external stakeholder behavior change that leads directly to achieving your ma
Only thing standing between you and such a disaster is your own resolve as a manager to do something positive about the behaviors of those important outside audiences of yours that MOST affect your operation.
Create the kind of external stakeholder behavior change that leads directly to achieving your ma
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
nagerial objectives. And do
so by persuading those key outside folks to your way of thinking,
by moving them to take actions that allow your department,
group, division or subsidiary to succeed.
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. 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. 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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