Advice You - Business

When it comes to public relations, what can work best for you as a business, non-profit, government agency or subsidiary manager, is doing something meaningful about the behaviors of those key outside audiences of yours that MOST affect the department, group, division or subsidiary you manage.

You confirm that succ

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

ess by helping persuade those key folks to your way of thinking, then moving them to take actions that allow your unit to succeed.

What you’ve actually done is apply public relation’s underlying premise. Namely, people act on their own perception of the facts before them, which leads to predictable behaviors about w

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

Examples of combination products may in

ich 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 the organization the most, the public relations mission is usually accomplished.

What you will soon come to see is that the right public relations

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

lanning really CAN alter individual perception and actually lead to changed behaviors among your key outside audiences.

You will do well to recall that your PR effort should require more than talk show tactics, special events and news releases if you are to receive the quality public relations results you believe y

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

ou deserve.

The payoff for using this approach to public relations will soon be apparent: community leaders begin to seek you out; capital givers or specifying sources begin to look your way; new proposals for strategic alliances and joint ventures start showing up; politicians and legislators begin looking at you as

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

Combination pro

a key member of the business, non-profit or association communities; welcome bounces in show room visits occur; customers commence making repeat purchases; membership applications begin to rise; and prospects actually start to do business with you.

You’ll want to be certain your PR people really accept why it’s SO

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

mportant to know how your most important outside audiences perceive your operations, products or services. Because they’re already in the perception and behavior business, they can be of real use for your new opinion monitoring project. But, most important, be sure they believe that perceptions almost always result

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

in behaviors that can help or hurt your operation.

Also insure that a solid discussion with your PR staff takes place re: your plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Suggest that questions like these be asked: how much do you know about our

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

organization? Have you had prior contact with us and were you pleased with the exchange? Are you familiar with our services or products and employees? Have you experienced problems with our people or procedures?

Please stay aware that it could cost considerably more to use a professional survey firm to do the opini

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

n gathering work versus using those PR folks of yours in that monitoring capacity. But, whether it’s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might t

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

anslate into hurtful behaviors.

In all likelihood, you uncovered a few serious problem areas during your key audience perception monitoring. Because you now must call for action on the most serious distortions, you will have to set down your public relations goal. Will it be to straighten out that dangerous mis

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

Following aspects would a

conception? Correct that gross inaccuracy? Or, stop that potentially painful rumor dead in its tracks?

An equally specific strategy that tells you how to get there is now called for. However, only three strategic options are available to you when it comes to doing something about perception and opinion. Change exis

dd to the challenges in developing combination products:

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

ing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like cr?me anglaise on your bratwurst. So, be sure your new strategy fits well with your new public relations goal. You certainly don’t want to select “change” when the facts dictate a strategy of reinfor

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

ement.

Good writing becomes crucial when you realize that you have to prepare a persuasive message that will help move your key audience to your way of thinking. It must be a carefully-written message targeted directly at your key external audience. Assign the task to your very best writer because s/he must come

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

up with really corrective language that is not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/ opinion towards your point of view and lead to the behaviors you have in mind.

How will you carry your message to the attention of your target audience? By selecting the

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

communications tactics most likely to reach those key folks. There are many such tactics available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many others. But be certain that the tactics you pick are known to reach people just li

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

Professional from academic institutions, pharmaceutical industries, health care indust

e your audience members.

HOW you communicate your message can affect its credibility and fragility. Because of such uncertainty, you may wish to unveil your corrective message before smaller meetings and presentations rather than using higher-profile news releases.

In order to produce a comparison between opinion at

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

the beginning of the program and now, you will need to begin a second perception monitoring session with members of your external audience. The need for such a progress report will cause you to use many of the same questions used in the benchmark session. But now, you will be on strict alert for signs that the bad

.

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

news perception is being altered in your direction.

Should the program lose any of its steam and actually slow down, you can always speed things up by adding more communications tactics as well as increasing their frequencies.

What will have worked at the end of the day, are your efforts to marshall the resources a

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

Companies that provide selfless information through particip

d action planning you need to alter individual perception leading to changed behaviors among your most important outside audiences. During which, you will have helped persuade those key folks to your way of thinking, and moved them to take actions that allow your department, group, division or subsidiary to succeed

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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