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Advice You - Don't Waste Money on Public Relations
Demand that it pull its own weight in your boat by working to
create, change or reinforce how your organization is perceived by
those vital, external audiences, those groups of people who
REALLY affect your business the most.
This i
This i
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
s key to your success because, like it or not, people take
action based on the facts they see before them. And that can
create behaviors that impact your business, sometimes
negatively.
Why take any chances? What you need to do is t
Why take any chances? What you need to do is t
; 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
ke steps to create,
change or reinforce that key audience's opinion by reaching them, persuading them and moving them to take the actions you desire
Does it work every time? No.
Is it easy? No.
Is it necessary? Yes.
I recommend worki
Does it work every time? No.
Is it easy? No.
Is it necessary? Yes.
I recommend worki
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
g with a local public relations specialist
because your work day probably leaves little time for this activity,
and you may have minimal experience to bring to the party.
So, before hiring anyone, try out this notion on him or her.
W
So, before hiring anyone, try out this notion on him or her.
W
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
at we know is that people will act on their own perception of
the facts before them. And we know that those perceptions will
lead to predictable behaviors, but about which something can be
done. Then, when we create, change or reinfo
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ce that opinion by
reaching, persuading and moving-to-desired-action those folks
whose behaviors affect your business, the public relations effort
is a success.
If you're met with the equivalent of a blank stare, look elsewhere.
On
If you're met with the equivalent of a blank stare, look elsewhere.
On
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 you find a compatible public relations person, let's roll! For
openers, you'll earn his or her enduring support when you commit
to take action when your information gathering turns up troubling perceptions among those target audience
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
.
First, try to be a regular speaker in your marketing area, an interviewee for radio and newspapers, a sponsor of special events and an active member of local business and fraternal clubs. You put "money in the good will bank" when
First, try to be a regular speaker in your marketing area, an interviewee for radio and newspapers, a sponsor of special events and an active member of local business and fraternal clubs. You put "money in the good will bank" when
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ou do this, against the
day trouble breaks out.
Start by staying in touch with groups of people whose actions help or hinder your operations. What do they believe about your products and services and your organization itself? Stay a
Start by staying in touch with groups of people whose actions help or hinder your operations. What do they believe about your products and services and your organization itself? Stay a
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
ert to potential
problems. This is the fact finding, information gathering phase.
Then list your key audiences. But, at first, just the ones whose actions REALLY concern you. Begin interacting with them. They can include stakeholder
Then list your key audiences. But, at first, just the ones whose actions REALLY concern you. Begin interacting with them. They can include stakeholder
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
like customers, employees,
prospects, media, community residents, local government agencies
and many others.
Make a promise to yourself to take the following actions when you discover a troubling perception.
First, set down your p
Make a promise to yourself to take the following actions when you discover a troubling perception.
First, set down your p
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
ublic relations goal. Examples: neutralize that
negative rumor; pacify that activist group; restore the faith of that
group of former customers, or reinforce your prospects' interest in your
product or service.
In any case, left un
In any case, left un
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
ttended, each can hurt your business.
Next, HOW will you approach the perception problem? In other words, what is your strategy?
We know there are just three ways to deal with such an opinion problem. Create new opinion, change exist
Next, HOW will you approach the perception problem? In other words, what is your strategy?
We know there are just three ways to deal with such an opinion problem. Create new opinion, change exist
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
ng opinion, or reinforce
it.
Decide which it is, and proceed. But work closely with your public relations advisor by preparing persuasive messages carefully and creditably designed to counter the misconception you have uncovered.
Decide which it is, and proceed. But work closely with your public relations advisor by preparing persuasive messages carefully and creditably designed to counter the misconception you have uncovered.
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
ry out the messages on a few outsiders
to see just how persuasive they really are.
Now, you must select the communications tactics - "beasts of burden," I call them - to carry your persuasive message to the eyes and ears of that cru
Now, you must select the communications tactics - "beasts of burden," I call them - to carry your persuasive message to the eyes and ears of that cru
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
ially important target audience.
You have a huge choice of such communications tactics ranging from emails, press releases, media interviews and newsletters to personal meetings, speeches, open houses and dozens of others.
But your j
You have a huge choice of such communications tactics ranging from emails, press releases, media interviews and newsletters to personal meetings, speeches, open houses and dozens of others.
But your j
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
b is still not completed. You must continue to monitor
members of your target audience to measure not only awareness
of your message, but how well is it being received, and even did
it get there in the first place?
Then, if necessar
Then, if necessar
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
, adjust your message content and the
communications tactics.
To recap, until something better comes along, we have little choice but to track perceptions among key audiences the best way we can. Then, create, change or reinforce th
To recap, until something better comes along, we have little choice but to track perceptions among key audiences the best way we can. Then, create, change or reinforce th
.
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 opinion by reaching,
persuading and moving-to-desired-action those people whose
behaviors effect the organization.
Adopting this kind of sequence puts the odds in your favor that the money you spend on public relations will not be
Adopting this kind of sequence puts the odds in your favor that the money you spend on public relations will not be
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
asted.
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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