Tags |
|
|
Links |
|
|
Advice You - Why Not PR That Gets Real Results?
And not results you can measure only in terms of magazine
circulation, TV audience numbers, or news release pickups.
But rather, results that come from a public relations effort that creates the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives.
In other words, results that come
But rather, results that come from a public relations effort that creates the kind of key stakeholder behavior change that leads directly to achieving your managerial objectives.
In other words, results that come
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
from doing something positive
about those important outside audiences whose behaviors most
affect your operation. Particularly as you persuade those key
external audiences to your way of thinking by nudging them
to take actions that allow your department, division or
subsidiary to succeed.
When you think about it, public re
When you think about it, public re
; 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
lations boils down to these
realities: the right PR really CAN alter individual perception
and lead to changed behaviors that help you win. But your public
relations effort must involve more than parties, videos, booklets
and column mentions if you really want to get your money’s
worth. What you need is a basic schematic that
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
gets everyone
working towards the same external audience behaviors insuring
that the organization’s public relations effort stays sharply
focused.
Coincidentally, here is such a schematic! People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. Wh
Coincidentally, here is such a schematic! People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. Wh
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
en 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.
Look at some real results that can come from this approach to public relations. Membership applications on t
Look at some real results that can come from this approach to public relations. Membership applications on t
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
he rise;
customers making repeat purchases; capital givers or specifying
sources looking your way; new proposals for strategic alliances
and joint ventures; prospects starting to work with you; and
even bounces in showroom visits.
You may be forgiven for wondering how such managers deliver those kinds of results.
They take t
You may be forgiven for wondering how such managers deliver those kinds of results.
They take t
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
e time to analyze who among their most important
outside audiences behaves in ways that help or hinder the
achievement of their objectives. Then, they list them according
to how severely those behaviors affect their organization.
On the point, just how do most members of your key outside audiences perceive your organization? I
On the point, just how do most members of your key outside audiences perceive your organization? I
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
f paying for professional
survey counsel isn’t in the cards (or in the budget!), your PR
colleagues will have to monitor those perceptions themselves.
Actually, they should be quite familiar with perception and
behavior matters since they’re already in that business.
So you meet with some of those outside folks asking question
So you meet with some of those outside folks asking question
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
s
like “Are you familiar with our services or products? Have you
ever had contact with anyone from our organization? Was it a
satisfactory encounter?” And if you are that manager, you must be
sensitive to negative statements, especially evasive or
hesitant replies. And watch carefully for false assumptions,
untruths, miscon
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
eptions, inaccuracies and potentially
damaging rumors. When you find such, they will need to be
corrected, as they inevitably lead to negative behaviors.
Big job now is to pick out the actual, offending perception to be changed, and that becomes your public relations goal. You obviously want to correct those untruths, inaccura
Big job now is to pick out the actual, offending perception to be changed, and that becomes your public relations goal. You obviously want to correct those untruths, inaccura
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
cies,
misconceptions or false assumptions.
The toughest part of this exercise is that a PR goal without a strategy to show you how to get there, will taste like hot sauce on your yogurt. So, as you select one of three strategies (create perception or opinion where there may be none, or change or reinforce it,) what you want
The toughest part of this exercise is that a PR goal without a strategy to show you how to get there, will taste like hot sauce on your yogurt. So, as you select one of three strategies (create perception or opinion where there may be none, or change or reinforce it,) what you want
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
to do
is insure that the goal and its strategy match each other.
You wouldn’t want to select “change existing perception”
when current perception is just right suggesting a
“reinforce” strategy.
With your strategy in hand, you and your PR staff must create a compelling message carefully written to alter your key target aud
With your strategy in hand, you and your PR staff must create a compelling message carefully written to alter your key target aud
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
ence’s perception, as required by your public
relations goal.
An idea to keep in mind: remember that you can always combine your corrective message with another news announcement or presentation which may give it more credibility by reducing the apparent need for such a correction.
The art in preparing such a message lies i
An idea to keep in mind: remember that you can always combine your corrective message with another news announcement or presentation which may give it more credibility by reducing the apparent need for such a correction.
The art in preparing such a message lies i
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
n the fact that the
message you convey must be not only compelling, but
quite clear about what perception needs clarification or
correction, and why. Of course you must be truthful and
your position logically explained and believable if it is to
hold the attention of members of that target audience, and
actually move percep
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
tion in your direction.
It’s understandable when some folks refer to the communications tactics necessary to move your message to the attention of that key external audience, as “beasts of burden.” In reality, they must carry your persuasive new thoughts to the eyes and ears of those important outside people.
The good news is
It’s understandable when some folks refer to the communications tactics necessary to move your message to the attention of that key external audience, as “beasts of burden.” In reality, they must carry your persuasive new thoughts to the eyes and ears of those important outside people.
The good news is
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
that you have a really wide choice of
communications tactics because the list is a long one. It
includes letters-to-the-editor, brochures, press releases and
speeches. Or, you might choose radio and newspaper
interviews, personal contacts, facility tours or customer
briefings. There are scores available and the only selection
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
requirement is that the tactics you choose have a record of
reaching people just like the members of your key target audience.
By the way, you can always speed up things by adding more communications tactics, AND by increasing their frequencies.
Around this time, someone is bound to mention progress reports. But you will alrea
By the way, you can always speed up things by adding more communications tactics, AND by increasing their frequencies.
Around this time, someone is bound to mention progress reports. But you will alrea
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
dy be hard at work remonitoring perceptions
among your target audience members to test the effectiveness
of your communications tactics. Using questions similar to
those used during your earlier monitoring session, you’ll now
become cross-eyed looking for signs that audience perceptions
are beginning to move in your general d
.
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
rection.
You need actual changes in behaviors among your most important external audiences, and that’s no small matter. In my view, the quality of your public relations results will, and should be directly dependent on whether you spend your PR budget primarily on communications tactics, or the creation of key stakeholder beh
You need actual changes in behaviors among your most important external audiences, and that’s no small matter. In my view, the quality of your public relations results will, and should be directly dependent on whether you spend your PR budget primarily on communications tactics, or the creation of key stakeholder beh
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
avior change that leads directly to achieving
your managerial objectives.
end
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. Word count is 1110 including guidelines and resource box. Robert A. Kelly © 2005
end
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. Word count is 1110 including guidelines and resource box. 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
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.adviceyou.org.ua/article/34061/adviceyou-Why-Not-PR-That-Gets-Real-Results.html">Why Not PR That Gets Real Results?</a>
BB link (for phorums):
[url=http://www.adviceyou.org.ua/article/34061/adviceyou-Why-Not-PR-That-Gets-Real-Results.html]Why Not PR That Gets Real Results?[/url]
Related Articles:
Problem Employee? - Hold A Counsel Interview
Promotional Products: Custom Logo Mats – The Insiders Guide
Bookmark it:
|