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Advice You - Managers: Think You've Got Total PR?
Punchy press releases moving out the door? Zippy
ebrochures dazzling everybody? New buzz all about
your recent broadcast appearance? With today’s
newspaper interview promising to be even better?
Sounds like you have total PR.
Sorry, and here’s what’s missing. Public relations activity that creates behavior change among your key outside audiences. B
Sounds like you have total PR.
Sorry, and here’s what’s missing. Public relations activity that creates behavior change among your key outside audiences. B
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
ehavior change that leads directly to
achieving your managerial objectives.
That’s really important to your business, non-profit, public entity or association IF you accept the fact that the right PR really CAN alter individual perception and lead to those changed behaviors you need. And IF you then resolve to do something positive about the beha
That’s really important to your business, non-profit, public entity or association IF you accept the fact that the right PR really CAN alter individual perception and lead to those changed behaviors you need. And IF you then resolve to do something positive about the beha
; 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
viors of those important outside audiences of yours
that MOST affect your operation.
Those are big Ifs, but as a manager, you can pull it off by creating the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives. But you’ll do it only when you persuade those key outside folks to your way of thinkin
Those are big Ifs, but as a manager, you can pull it off by creating the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives. But you’ll do it only when you persuade those key outside folks to your way of thinkin
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
, and then
move them to take actions that allow your department,
group, division or subsidiary to succeed.
Happily, you won’t be on your own in this effort. There’s 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 some
Happily, you won’t be on your own in this effort. There’s 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 some
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
thing 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 usually is accomplished.
As work begins on this project, it’ll become quite obvious that you will need a lot more than news releases, b
As work begins on this project, it’ll become quite obvious that you will need a lot more than news releases, b
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
rochures
and special events to get a satisfactory return on your PR
investment. Here are some of the results business, non-
profit, public entity and association managers can expect
from this kind of public relations. New proposals for
strategic alliances and joint ventures; rebounds in showroom
visits; membership applications on the rise; communit
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
service and sponsorship opportunities; enhanced activist
group relations, and expanded feedback channels, and
even new thoughtleader and special event contacts.
As you make progress, you should notice customers making repeat purchases; prospects reappearing; stronger relationships with the educational, labor, financial and healthcare communities
As you make progress, you should notice customers making repeat purchases; prospects reappearing; stronger relationships with the educational, labor, financial and healthcare communities
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
; improved relations with
government agencies and legislative bodies, and perhaps
even capital givers or specifying sources looking your way.
Because you want your key outside audiences to really perceive your operations, products or services in a positive light. Be sure that your PR staff is really on board for the whole effort. Reassure yourself
Because you want your key outside audiences to really perceive your operations, products or services in a positive light. Be sure that your PR staff is really on board for the whole effort. Reassure yourself
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
that they
accept the basic truth that perceptions almost always
lead to behaviors that can help or hurt your unit.
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 important outside audiences. Questions like these: how much do you know a
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 important outside audiences. Questions like these: how much do you know a
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
out 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?
It’s usually preferable, although sometimes pricey when you can depend on professional survey people to handle the p
It’s usually preferable, although sometimes pricey when you can depend on professional survey people to handle the p
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
erception monitoring phases of your program. But
fortunately, 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.
When you set your public
When you set your public
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
relations goal, remember that
you need one that addresses the problems that 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.
As day follows night, goals need strategies to show
As day follows night, goals need strategies to show
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
you
how to get there. But you have just three strategic choices
when it comes to handling a perception or opinion
challenge: create perception where there may be none,
change the perception, or reinforce it. Unfortunately,
selecting a bad strategy will taste like anchovy paste on
your scones, so be certain the new strategy fits well with
your ne
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
w public relations goal. For example, you don’t
want to select “change” when the facts dictate a “reinforce”
strategy.
How you structure your corrective message is crucial because persuading an audience to your way of thinking is awfully hard work. Especially when you’re looking for words that are compelling, persuasive, believable AND clear and
How you structure your corrective message is crucial because persuading an audience to your way of thinking is awfully hard work. Especially when you’re looking for words that are compelling, persuasive, believable AND clear and
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
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 with your communications specialists
for its impact and persuasiveness.
Sounds obvious, but in order to carry your words to the attention of your target audience, you need to select
Sounds obvious, but in order to carry your words to the attention of your target audience, you need to select
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
he
precise communications tactics most likely to reach them.
Fortunately, you can pick from dozens of available tactics.
From speeches, facility tours, emails and brochures to
consumer briefings, media interviews, newsletters, personal
meetings and many others. Be darn certain that the tactics
you pick are known to reach folks just like your audie
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
nce
members.
When you think about it, 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 report, which means it’s probably time for you and your
When you think about it, 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 report, which means it’s probably time for you and your
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
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.
If thin
If thin
.
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
s aren’t moving fast enough for you, matters can
always be accelerated with a broader selection of
communications tactics AND increased frequencies.
Because people act upon their perceptions of the facts they hear about you and your operation, you really need a public relations blueprint like this. Reason being you have little choice but to deal pr
Because people act upon their perceptions of the facts they hear about you and your operation, you really need a public relations blueprint like this. Reason being you have little choice but to deal pr
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
omptly and effectively with those
perceptions by doing what is necessary to reach and move
those key external audiences of yours to actions you desire.
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
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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