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Advice You - What Some Pros Know About PR
They know they had better do something positive about
those outside audiences that MOST affect their
organizations. Especially business, non-profit or association
managers, who also know they must persuade those key
external “publics” to the manager’s way of thinking, then
move those people to actions that allow that manage
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
r’s
department, division or subsidiary to succeed.
It all works because public relations applies its underlying premise to deliver external stakeholder behavior change, the kind that leads directly to achieving those managerial objectives.
That’s why the pros let the tacticians handle the special events, brochures and pre
It all works because public relations applies its underlying premise to deliver external stakeholder behavior change, the kind that leads directly to achieving those managerial objectives.
That’s why the pros let the tacticians handle the special events, brochures and pre
; 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
s releases. The pros have better
things to do.
Like implementing the underlying premise of public relations that makes it all possible. 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 reac
Like implementing the underlying premise of public relations that makes it all possible. 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 reac
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ing, persuading and moving-
to-desired-action the very people whose behaviors affect the
organization the most, the public relations mission is usually
accomplished.
Pros usually know that a variety of operating results can flow from such an approach to public relations: customers starting to make repeat purchases; prospects
Pros usually know that a variety of operating results can flow from such an approach to public relations: customers starting to make repeat purchases; prospects
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
starting to work with you;
capital givers or specifying sources beginning to look your way;
welcome bounces in show room visits; membership applications
on the rise; fresh proposals for strategic alliances and joint
ventures; community leaders beginning to seek you out, and
even politicians and legislators starting to view
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ou as a key
member of the business, non-profit or association communities.
Your PR staff will be key whether they are your employees, agency specialists or from a parent organization. You must get them on board this particular approach to PR as soon as possible. Ideally, they will already support why it’s so important to know
Your PR staff will be key whether they are your employees, agency specialists or from a parent organization. You must get them on board this particular approach to PR as soon as possible. Ideally, they will already support why it’s so important to know
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
how your outside audiences perceive your operations, products or
services. Specifically, be sure they accept the reality that negative perceptions almost always lead to behaviors that can damage your organization.
During your strategy meetings with PR staff, explain how you plan to monitor and gather perceptions by questioning
During your strategy meetings with PR staff, explain how you plan to monitor and gather perceptions by questioning
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
members
of your most important outside audiences. Questions such as:
how much do you know about our organization? 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?
Yo
Yo
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
should be comforted by the fact that your PR people
are already in the perception and behavior business and can
be of real use for the initial opinion monitoring project.
Professional survey firms are always available, of course, but
that can be very expensive. However, whether it’s your people
or a survey firm who handles
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
the questioning, the objective is
the same. Identify untruths, false assumptions, unfounded rumors,
inaccuracies, misconceptions and any other negatives.
Establishing your corrective public relations goal – that is, correcting or clarifying those negatives – is next. Here you identify which negative is most serious, for exam
Establishing your corrective public relations goal – that is, correcting or clarifying those negatives – is next. Here you identify which negative is most serious, for exam
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
le, spike that
rumor, clarify the false assumption or correct the untruths.
Never forget that you can meet that PR goal only when you select the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. Picking the wrong strategy will taste
Never forget that you can meet that PR goal only when you select the right strategy from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. Picking the wrong strategy will taste
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
like
meat sauce on your oatmeal. So be sure your new strategy fits
comfortably with your new public relations goal. You wouldn’t
want to select “change” when the facts dictate a “reinforce”
strategy.
While it’s always a challenge to put together action-forcing language that will help persuade any audience to your way of t
While it’s always a challenge to put together action-forcing language that will help persuade any audience to your way of t
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
inking, you must, nevertheless, create a persuasive,
corrective message aimed at members of your target audience.
Which is why you must have your best writer on this job. You must have language that is not merely compelling, persuasive and believable, but clear and factual if it is to shift perception/opinion towards your poi
Which is why you must have your best writer on this job. You must have language that is not merely compelling, persuasive and believable, but clear and factual if it is to shift perception/opinion towards your poi
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
t of view and
lead to the behaviors you desire.
Now you get to supervise a much easier task – assembling the communications tactics you need to carry your message to the attention of your target audience. Double check that the tactics you and your PR staff select have a record of reaching folks like your audience members.
Now you get to supervise a much easier task – assembling the communications tactics you need to carry your message to the attention of your target audience. Double check that the tactics you and your PR staff select have a record of reaching folks like your audience members.
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
ou can pick from dozens
that are available, from speeches, facility tours, emails and
brochures to consumer briefings, media interviews, newsletters,
personal meetings and many others.
Remember that the believability of the message can depend to some extent on the credibility of its delivery method. Which means you may wis
Remember that the believability of the message can depend to some extent on the credibility of its delivery method. Which means you may wis
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
to deliver it in smaller meetings and
presentations rather than through a higher profile media
announcement.
Calls for progress reports are really calls for you and your PR team to undertake a second perception monitoring session with members of your external audience. You’ll want to use many of the same questions used in
Calls for progress reports are really calls for you and your PR team to undertake a second perception monitoring session with members of your external audience. You’ll want to use many of the same questions used in
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
the first benchmark
session. But now, you will be watching very carefully for
signs that the bad news perception is being altered in your
direction.
Should you decide to pick up the pace a bit, your PR program usually can be accelerated by adding more communications tactics as well as increasing their frequencies.
The rea
Should you decide to pick up the pace a bit, your PR program usually can be accelerated by adding more communications tactics as well as increasing their frequencies.
The rea
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ly key point about this public relations approach is
that this particular blueprint will help you persuade your most
important outside stakeholders to your way of thinking, then
move them to behave in a way that leads to the success of
your department, division or subsidiary.
Which means you can say goodbye to doing public r
Which means you can say goodbye to doing public r
.
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
lations
the hard way.
Here’s a public relations rule suitable for a place of honor on your computers or your refrigerators. The people you deal with do, in fact, behave like everyone else – they act upon their perceptions of the facts they hear about you and your operation. A strong suggesting that you should deal promptly
Here’s a public relations rule suitable for a place of honor on your computers or your refrigerators. The people you deal with do, in fact, behave like everyone else – they act upon their perceptions of the facts they hear about you and your operation. A strong suggesting that you should deal promptly
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
and effectively with those perceptions by doing what is
necessary to reach and move your key external audiences to
actions you desire.
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
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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