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Advice You - Which PR? Judge for Yourself
You are a senior business, non-profit or association manager.
So, chances are you call the shots for your department,
division or subsidiary.
Which means you can make your decisions stick.
Like deciding whether a publicity placement is more important to you than creating external stakeholder behavior change leading directly to achieving your managerial objectives.
Like
Which means you can make your decisions stick.
Like deciding whether a publicity placement is more important to you than creating external stakeholder behavior change leading directly to achieving your managerial objectives.
Like
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
deciding to do something positive about the
behaviors of those important outside audiences of yours
that MOST affect your operation instead of concentrating
on tactics like videos and brochures.
Or even to persuade those key outside folks to your way of thinking, and move them to take actions that allow your department, division or subsidiary to succeed.
Might be tim
Or even to persuade those key outside folks to your way of thinking, and move them to take actions that allow your department, division or subsidiary to succeed.
Might be tim
; 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
to expand your view of public relations to
emphasize the behaviors of your unit’s key outside audiences
rather than publicity placements.
Why? For the simple reason that the people with whom you interact every day behave like everyone else – they act upon their perceptions of the facts they hear about you and your operation. Leaving you little choice but to deal prom
Why? For the simple reason that the people with whom you interact every day behave like everyone else – they act upon their perceptions of the facts they hear about you and your operation. Leaving you little choice but to deal prom
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ptly
and effectively with those perceptions (and their follow-on
behaviors) by doing what is necessary to reach and move
those key external audiences to action.
Fact is, your very own PR blueprint can make the job a lot easier. For example, people act on their own perception of the facts before them, which leads to predictable behaviors about which something can b
Fact is, your very own PR blueprint can make the job a lot easier. For example, people act on their own perception of the facts before them, which leads to predictable behaviors about which something can b
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
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.
Consider the possible result of such activity. Rising membership applications, community leaders beginning to seek you out; customers starting to m
Consider the possible result of such activity. Rising membership applications, community leaders beginning to seek you out; customers starting to m
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ke repeat purchases, and even
prospects starting to do business with you; fresh proposals
for strategic alliances and joint ventures; welcome bounces in
show room visits; and 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.
But who’s
But who’s
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
available to handle the assignment? Your own full-time
public relations staff? A few folks assigned by Corporate to your
unit? An outside PR agency team? Regardless where they come
from, they need to be committed to you, to the PR blueprint and
to its implementation, starting with key audience perception
monitoring.
By the way, when someone describes him/herself as
By the way, when someone describes him/herself as
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
public
relations person you have no guarantee they’ve bought the blueprint.
Assure yourself that the PR people assigned to your unit really
believe why it’s SO important to know how your most important
outside audiences perceive your operations, products or services.
Make sure they accept the reality that perceptions almost always
lead to behaviors that can help or
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
hurt your unit.
Review the PR blueprint with them, especially your plan for monitoring and gathering perceptions by questioning 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
Review the PR blueprint with them, especially your plan for monitoring and gathering perceptions by questioning 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 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
and
employees? Have you experienced problems with our people
or procedures?
Use professional survey firms in the perception monitoring phases of your program, if your budget will bear the pain. But keep in mind that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumo
Use professional survey firms in the perception monitoring phases of your program, if your budget will bear the pain. But keep in mind that your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
s, inaccuracies, misconceptions and any other negative perception that might
translate into hurtful behaviors.
If you set the right PR goal, you stand a good chance of effectively dealing with the most serious distortions you discovered during your key audience perception monitoring. It could be to straighten out that dangerous misconception, or correct that gross in
If you set the right PR goal, you stand a good chance of effectively dealing with the most serious distortions you discovered during your key audience perception monitoring. It could be to straighten out that dangerous misconception, or correct that gross in
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
accuracy, or stop that potentially fatal
rumor dead in its tracks.
Here you select the right strategy, one that tells you how to proceed. Please remember that there are only 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 reinforce it. Sin
Here you select the right strategy, one that tells you how to proceed. Please remember that there are only 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 reinforce it. Sin
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
e the
wrong strategy pick will taste like eggs benedict on your pumpkin
pie, 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.
Writing tight and strong is seldom easy. Still, you must write such a strong message and aim it at members of your target audie
Writing tight and strong is seldom easy. Still, you must write such a strong message and aim it at members of your target audie
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
nce. Because crafting action-forcing language to persuade
an audience to your way of thinking is tough work, you need
your first-string varsity 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 shift perception/opinion
towar
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
s your point of view leading to the behaviors you are
targeting.
After you run the draft by your PR colleagues for impact and persuasiveness, select the communications tactics most likely to carry your message to the attention of your target audience. There are dozens available to you. From speeches, facility tours, emails and brochures to consumer briefings, media i
After you run the draft by your PR colleagues for impact and persuasiveness, select the communications tactics most likely to carry your message to the attention of your target audience. There are dozens available to you. From speeches, facility tours, emails and brochures to consumer briefings, media i
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
terviews,
newsletters, personal meetings and many others. But be sure
that the tactics you pick are known to reach folks just like your
audience members.
As we know, the credibility of a message can depend on how you deliver it. Which is why you may decide to unveil it before smaller meetings and presentations rather than using higher- profile news releases.
You’ll
As we know, the credibility of a message can depend on how you deliver it. Which is why you may decide to unveil it before smaller meetings and presentations rather than using higher- profile news releases.
You’ll
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
recognize calls for progress reports as signals to
you and your PR team to get busy on a second perception
monitoring session with members of your external audience.
You’ll want to use many of the same questions used in the
first benchmark session. Difference this time is that you will
be watching very carefully for signs that the bad news
perception is being altere
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
in your direction.
Should momentum slow, you can always accelerate matters by adding more communications tactics as well as increasing their frequencies?
So, what you really want the new PR plan to accomplish is to 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 departmen
Should momentum slow, you can always accelerate matters by adding more communications tactics as well as increasing their frequencies?
So, what you really want the new PR plan to accomplish is to 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 departmen
.
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
t, division or subsidiary.
So your choice between public relations that delivers a print or broadcast pickup, and public relations that creates the kind of external stakeholder behavior change leading directly to achieving your managerial objectives, isn’t really a choice at all.
Especially now that you realize you need public relations that really CAN change indivi
So your choice between public relations that delivers a print or broadcast pickup, and public relations that creates the kind of external stakeholder behavior change leading directly to achieving your managerial objectives, isn’t really a choice at all.
Especially now that you realize you need public relations that really CAN change indivi
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
ual perception and lead to equally
changed key outside audience behaviors that help you get your
PR money’s worth.
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 1250 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 1250 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
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