Advice You - Business

Do you take the core strength of public relations into account as you manage those communications tactics?

Because if you don't, you're missing the sweet-spot of public relations. The communications tactics you employ must work together to create desired behavioral

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

change in certain groups of people important to the success of your organization. In the end, a sound public relations strategy combined with effective tactics leads directly to the bottom line - perceptions altered, behaviors modified, employer/ client satisfied

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

The fact is that NO organization - business, non-profit or public sector - can succeed today unless the behaviors of its most important audiences are in-sync with the organization's objectives.

For your organization, that means public relations professionals mu

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

t modify somebody's behavior if they are to help hit your objective and earn a paycheck – everything else is a means to that end.

Which is why, when public relations goes on to successfully create, change or reinforce public opinion by reaching, persuading and mov

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

ing-to-action those people whose behaviors affect the organization, it usually accomplishes its mission.

How can we be so certain? Question: how can you measure the results of an activity more accurately than when you clearly achieve the goal you set at the beginni

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

g of that activity? You can't. It's pure success when you meet that goal.

Public relations is no different. The client/employer wants our help in altering counterproductive perceptions among key audiences which almost always change behaviors in a way that helps

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

him or her get to where they want to be.

Now, to achieve that goal, public relations practitioners must be skilled in many tactical disciplines. Everything from media relations, public speaking and a dozen kinds of writing to financial communications, special event

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

s, issue tracking and crisis management, to name just a few.

But too often, the tendency is to see little beyond a tactic's immediate impact. For example, a speech and how it was received, a news release and how it was picked up and presented in a newspaper or on

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

V, or a special event and the audience's reaction.

Of course those reactions are understandable and shouldn't be lightly dismissed. But the question also must be asked, to what end are we applying those tactics?

Ask yourself this question: do we employ public relat

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

ons tactics for the sheer pleasure of writing news releases, running special events, doing surveys or booking speeches? Obviously, the answer is no. We employ public relations so that, at the end of the day, somebody's behavior gets modified.

That leads us directly

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

o the core strength of public relations: people act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving an organization's objectives.

To assess those

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

behavior changes and, thus, the degree of success the core public relations program has achieved, look for evidence that your efforts have actually changed behavior. Signs should begin showing up via Internet chatter, in print and broadcast news coverage, reports fr

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

m the field, letters-to- the-editor, consumer and customer reactions, shareholder letters and comments from community leaders. Consider doing informal polls of employees, retirees, industrial neighbors and local businesses as well as locating feedback from supplie

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

s as well as reaction from elected officials, union leaders and government agencies.

The point of this article is that the core strength places a special burden on each tactic selected to carry the message to a target audience: does it/will it make a tangible, acti

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

on-producing contribution towards altering target audience perceptions and behaviors? If not, it should be dropped and replaced with a tactic that does.

That way, only the strongest tactics will be used allowing public relations to apply its core strength to the chal

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

enge at hand: create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect the organization the most.

What do I believe the employer/client wants from us? I believe s/he wants us to apply our special sk

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

lls in a way that helps achieve his or her business objectives. But no matter what strategic plan we create to solve a problem, no matter what tactical program we put in place, at the end of the day we must modify somebody's behavior if we are to earn our money.

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

But the best part is that when the behavioral changes become apparent, and meet the program's original behavior modification goal, three things have occurred.

One, the public relations program is a success. Two, by achieving the behavioral goal you set at the begin

.

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

ing, you are using a dependable and accurate public relations perfor- mance measurement. And three, when our "reach, persuade and move-to-action" efforts produce a visible, and desired, modification in the behaviors of those people you wish to influence, you are

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

sing public relations' core strength to its very best advantage.

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 © 200

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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Advice You - Public Relations: Use Its Core Strength

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