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Advice You - You've Done PR the Hard Way Long Enough
As a business, non-profit or association manager, let the
tacticians handle the special events, brochures and press
releases from now on.
You have better things to do.
Like demanding the real results you’re entitled to, and for which you’ve paid good money! Results, that is, that will come about when you do something positiv
You have better things to do.
Like demanding the real results you’re entitled to, and for which you’ve paid good money! Results, that is, that will come about when you do something positiv
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
e about the
behaviors of those important external audiences of yours
that most affect your operation. In particular, when
you persuade those key outside folks to your way of
thinking, then help move them to take actions that allow
your department, division or subsidiary to succeed.
In other words, good public relations can
In other words, good public relations can
; 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
lter individual
perception and lead to changed behaviors among key outside
audiences. And that can help business, non-profit and
association managers like you, achieve their managerial
objectives.
How do I know? Because people act on their own perception of the facts before them, which leads to predictable behaviors about
How do I know? Because people act on their own perception of the facts before them, which leads to predictable behaviors about
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
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
accomplished.
Luckily, here’s what can materialize from this approach: prospects starting to wo
Luckily, here’s what can materialize from this approach: prospects starting to wo
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
k with you; capital givers or
specifying sources beginning to look your way; welcome
bounces in show room visits; membership applications on the
rise; customers starting to make repeat purchases; fresh
proposals for strategic alliances and joint ventures; community
leaders beginning to seek you out, and even politicians 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
legislators starting to view you as a key member of the business,
non-profit or association communities.
Clearly, your first priority will be involving your public relations people by getting them on board this particular approach to PR. They must buy into why it’s so important to know how your outside audiences perceive you
Clearly, your first priority will be involving your public relations people by getting them on board this particular approach to PR. They must buy into why it’s so important to know how your outside audiences perceive you
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
r operations, products or
services. Be especially certain they accept the reality that
negative perceptions almost always lead to behaviors that can
damage your organization.
Take the time necessary to lay out how you will monitor and gather perceptions by questioning members of your most important outside audiences. Questi
Take the time necessary to lay out how you will monitor and gather perceptions by questioning members of your most important outside audiences. Questi
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
ns like these: 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?
Take comfort from the fact that your PR people are already
Take comfort from the fact that your PR people are already
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
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 a budget buster. But, whether it’s your people or a
survey firm who handles the questioning, the objective is
to identify untruths, false assump
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
ions, unfounded rumors,
inaccuracies, and misconceptions.
Now, you identify which of the problems outlined above becomes your corrective public relations goal – clarify the misconception, spike that rumor, correct the false assumption or fix a variety of other possible inaccuracies?
The truth of the matter is, you can meet t
Now, you identify which of the problems outlined above becomes your corrective public relations goal – clarify the misconception, spike that rumor, correct the false assumption or fix a variety of other possible inaccuracies?
The truth of the matter is, you can meet t
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
at 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 is about as cool as using cajun
spices in your Tiramasu! So please be certain the new
strategy fits comfortably with yo
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
ur new public relations
goal. You wouldn’t want to select “change” when the
facts dictate a “reinforce” strategy.
Some regard this as the toughest part of the job -- create a persuasive message aimed at members of your target audience. Yes, it’s always a challenge to put together action-forcing language that will help persu
Some regard this as the toughest part of the job -- create a persuasive message aimed at members of your target audience. Yes, it’s always a challenge to put together action-forcing language that will help persu
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
de any
audience to your way of thinking.
And so, since s/he must create that very special, corrective language, be certain you have your best writer on the assignment. You need words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of v
And so, since s/he must create that very special, corrective language, be certain you have your best writer on the assignment. You need words that are not only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of v
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
iew
and lead to the behaviors you desire.
From here on in, things get easier. For example, identify the communications tactics you need to carry your message to the attention of your target audience. Insuring that the tactics you select have a record of reaching folks like your audience members, you can pick from dozens that
From here on in, things get easier. For example, identify the communications tactics you need to carry your message to the attention of your target audience. Insuring that the tactics you select have a record of reaching folks like your audience members, you can pick from dozens that
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
re
available. From speeches, facility tours, emails and
brochures to consumer briefings, media interviews,
newsletters, personal meetings and many others.
Stay alert to the fact that the credibility of the message can be dependent on the credibility of its delivery method. Which means you may wish to deliver it in small get
Stay alert to the fact that the credibility of the message can be dependent on the credibility of its delivery method. Which means you may wish to deliver it in small get
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
gether-like
meetings and presentations rather than through a higher-
profile media announcement.
When you receive requests for progress reports, consider yourself alerted to the need 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 o
When you receive requests for progress reports, consider yourself alerted to the need 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 o
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
f the same questions used in 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.
Don’t fret if things seem to be slowing down. Your PR program usually can be accelerated by adding more communications tactics as well as increasin
Don’t fret if things seem to be slowing down. Your PR program usually can be accelerated by adding more communications tactics as well as increasin
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
their
frequencies.
When all is said and done, the bottom line is, this workable public relations 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.
So, stop doing public r
When all is said and done, the bottom line is, this workable public relations 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.
So, stop 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
elations the hard way.
The public relations rules that will best serve any business, non-profit or association manager, read this way: 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. Strongly suggesting that you deal promp
The public relations rules that will best serve any business, non-profit or association manager, read this way: 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. Strongly suggesting that you deal promp
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
ly 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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