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Advice You - Public Relations Success Starts Here
For discerning business, non-profit and association managers, PR success is pretty much a matter of achieving their managerial objectives by altering
perceptions leading to changed behaviors among those important external audiences that MOST affect their department, group, division or subsidiary.
Period.
If, however, as a manager you choose to vie
Period.
If, however, as a manager you choose to vie
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
w public
relations as simply a collection of tactics, you might
see PR success through the lens of press release
pickups, successful special events, or newspaper
columns mentioning your chief executive.
I don’t believe the underlying premise of public relations allows such a limited interpretation. See for yourself: people act on their ow
I don’t believe the underlying premise of public relations allows such a limited interpretation. See for yourself: people act on their ow
; 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
n 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 the
organization the most, the public relations mission
is usually accomplished.
I bel
I bel
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ieve that premise implies that the work that
precedes such tactics will determine the success of
your public relations effort.
It also implies that you might want to broaden your view of public relations requiring that you do something meaningful about your key external audiences instead of concentrating on a brochure versus a DVD versus
It also implies that you might want to broaden your view of public relations requiring that you do something meaningful about your key external audiences instead of concentrating on a brochure versus a DVD versus
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
broadcast interview.
There’s really no end to the benefits that may come your way. Prospects starting to do business with you; community leaders beginning to seek you out; welcome bounces in show room visits; rising membership applications; customers making repeat purchases; fresh proposals for strategic alliances and joint ventures; and
There’s really no end to the benefits that may come your way. Prospects starting to do business with you; community leaders beginning to seek you out; welcome bounces in show room visits; rising membership applications; customers making repeat purchases; fresh proposals for strategic alliances and joint ventures; and
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
new approaches
by capital givers and specifying sources not to
mention politicians and legislators viewing you
as a key member of the business, non-profit or
association communities.
Will an outside PR agency team do all this work for you? Or folks assigned to your operation? Or, ideally, your own public relations people? No matter whe
Will an outside PR agency team do all this work for you? Or folks assigned to your operation? Or, ideally, your own public relations people? No matter whe
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
re they come from, they need to thoroughly
understand this approach to public relations, AND,
be really committed to the program beginning with key
audience perception monitoring.
Nothing beats sitting down and having (as the Brits say) a good chin wag with your people in order to be sure that those assigned to you are clear on why it’s vita
Nothing beats sitting down and having (as the Brits say) a good chin wag with your people in order to be sure that those assigned to you are clear on why it’s vita
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
l to
know how your most important outside audiences
perceive your operations, products or services. They
must accept the reality that perceptions almost always
lead to behaviors that can help or hurt your operation.
Go over the details as to how you plan to proceed, especially when and where you will monitor and gather perceptions by ques
Go over the details as to how you plan to proceed, especially when and where you will monitor and gather perceptions by ques
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ioning members of your most
important outside audiences. For instance, how much
do you know about our chief executive? Have you had
prior contact with us and were you pleased with the
interchange? How much do you know about our
services or products and employees? Have you
experienced problems with our people or procedures?
Don’t hesitate
Don’t hesitate
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
to use professional survey firms in the
perception monitoring phases of your program if your
budget can stand it. If the money isn’t there, 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
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
any other negative
perception that might translate into hurtful behaviors.
You can be pretty sure that you will prevail over the worst distortions you discovered during your key audience perception monitoring. Actually, your new PR goal will probably require straightening out that dangerous misconception, or correcting that gross inaccura
You can be pretty sure that you will prevail over the worst distortions you discovered during your key audience perception monitoring. Actually, your new PR goal will probably require straightening out that dangerous misconception, or correcting that gross inaccura
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
cy, or stopping that potentially fatal rumor
cold.
You also really need the right strategy. One that lays out how to proceed. Do not forget 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 be none, or rei
You also really need the right strategy. One that lays out how to proceed. Do not forget 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 be none, or rei
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
force it. The wrong strategy pick will
taste like rice vinegar on your scones, so be certain the
new strategy fits comfortably with your new public
relations goal. You don’t want to select “change” when
the facts dictate a “reinforce” strategy.
What’s needed now is a strong message aimed squarely at members of your target audience. Admitted
What’s needed now is a strong message aimed squarely at members of your target audience. Admitted
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
ly, crafting
action-forcing language to persuade an audience to your way
of thinking is not an easy job. That’s why you will need a
heavy-hitter writer because s/he must create some very
special, corrective language. Words that are not
only compelling, persuasive and believable, but clear and
factual if they are to correct something and sh
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
ift perception/
opinion towards your point of view leading to the behaviors
you are targeting.
At last, one of the more entertaining chores -- selecting the communications tactics most likely to carry your message to the attention of your target audience. You might do this after you run a final draft by your PR people for impact and persua
At last, one of the more entertaining chores -- selecting the communications tactics most likely to carry your message to the attention of your target audience. You might do this after you run a final draft by your PR people for impact and persua
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
siveness. There are dozens of tactics available to you.
From speeches, facility tours, emails and brochures to consumer
briefings, media interviews, newsletters, personal meetings and
many others. Only caveat: be certain that the tactics you pick
are known to reach folks just like your audience members.
As a message’s believability has been k
As a message’s believability has been k
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
own to rely on the
credibility of the means used to deliver it, you may think about
unveiling it before smaller meetings and presentations rather
than using higher-profile news releases.
Someone, somewhere will ask when a progress report will be available. Your smartest reaction is to take yourself and your PR team back to the field and begi
Someone, somewhere will ask when a progress report will be available. Your smartest reaction is to take yourself and your PR team back to the field and begi
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
n a second perception monitoring
session with members of your external audience. Many of the
same questions used in the first benchmark session will fit
perfectly the second time around. But now, you will be on keen
alert for signs that the problem perception is being altered in your
direction.
As we know, any program can slow down for one
As we know, any program can slow down for one
.
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
reason or
another. Tuck this away for future use: if program momentum
peters out, you can always speed things up by adding more
communications tactics, and increasing their frequencies.
The reason we say up front that public relations success CAN start right here with this article, is that, in our view, managers must pursue their managerial
The reason we say up front that public relations success CAN start right here with this article, is that, in our view, managers must pursue their managerial
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
objectives by concentrating on
the work outlined here that precedes their use of tactics.
That will determine the success of their public relations effort.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.
Robert A. Kelly © 2005
That will determine the success of their public relations effort.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net.
Robert A. Kelly © 2005
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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