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Advice You - In PR, You Pay When You Stray
Don't let yourself be diverted by communications tactics
playtime. You know, straying from the main Public relations
game plan by juggling a press release against a radio
interview, or a brochure against an op-ed.
Those "beasts of burden" who will carry yo
Those "beasts of burden" who will carry yo
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
ur message to
you target audiences will come in handy at the right time.
For you, the main public relations consideration must be attracting the support of those external audiences whose behaviors have the most effect on your enterprise. But you must do it
For you, the main public relations consideration must be attracting the support of those external audiences whose behaviors have the most effect on your enterprise. But you must do it
; 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
by first achieving the positive changes you need
in their perceptions and, thus, behaviors.
You get both using this strategic approach to public relations which means your chances of achieving your organizational objectives are clearly enhanced.
It all s
You get both using this strategic approach to public relations which means your chances of achieving your organizational objectives are clearly enhanced.
It all s
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
arts with the fundamental premise of public relations
shown just below.
"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
"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
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
by reaching, persuading and moving-to-desired-action those
people whose behaviors affect the organization, the public
relations mission is accomplished."
The core strength of those comments lies in the behavior changes that can take place among your key,
The core strength of those comments lies in the behavior changes that can take place among your key,
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
outside audiences.
When those changes occur - and the combined perceptions
of members of that important external "public" begin to move
in your direction - it can spell public relations success.
For instance, with a strong factual basis, you convince area
For instance, with a strong factual basis, you convince area
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
activists gathering at your plant gate that (1) you don't dump
chemicals into the river, and (2) both State and Federal
investigations found that to be true. When they finally clear
out, you've limited the damage an expensive and long-lasting
disruption
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
could have caused. That saved the organization
cold, hard cash!
What happened? You managed to change the perception of those activists which, predictably, led to the change in their behavior that you desired. In other words, a successful use of public re
What happened? You managed to change the perception of those activists which, predictably, led to the change in their behavior that you desired. In other words, a successful use of public re
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
lations' fundamental premise.
While public relations can bring real power to bear, and while there's a well-worn path leading to each success, truth is, you can't change perceptions, and thus behaviors of your important outside audiences if you are not in t
While public relations can bring real power to bear, and while there's a well-worn path leading to each success, truth is, you can't change perceptions, and thus behaviors of your important outside audiences if you are not in t
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
uch with them on a regular
and meaningful basis.
That's why it's so important to interact with members of each target audience, and ask questions. What do you think of our services, our programs, or our products? Are you satisfied? Listen carefully for si
That's why it's so important to interact with members of each target audience, and ask questions. What do you think of our services, our programs, or our products? Are you satisfied? Listen carefully for si
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
gns of a misconception or a factual
inaccuracy. Is there a belief alive out there that simply isn't
true? Do you detect a hurtful rumor that must be squashed?
The answers you receive let you establish your public relations goal. For example, correct that i
The answers you receive let you establish your public relations goal. For example, correct that i
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
naccuracy, clear up that
misconception, or get out the facts in order to neutralize that
rumor.
But how will you actually reach that goal? With a clear and urgent strategy.
Fortunately, in dealing with perception/opinion, we have just three options avail
But how will you actually reach that goal? With a clear and urgent strategy.
Fortunately, in dealing with perception/opinion, we have just three options avail
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
ble to us. Create perception/opinion
where there is none, change existing perception, or reinforce it.
The goal you established will quickly tell you which strategy choice you must make.
But, of course, what you say to that target audience, in pursuit of yo
The goal you established will quickly tell you which strategy choice you must make.
But, of course, what you say to that target audience, in pursuit of yo
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
ur public relations goal, is crucial. Your message must be
persuasive, compelling and clear as a mountain stream. It also
must be credible and believable, which means truthful in all
detail. It should also address the particular inaccuracy,
misconception
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
or rumor head on and not allow room for any
further misunderstandings.
Now, how do you get that carefully chiseled message to the attention of members of that key, target audience? I still call them "beasts of burden" because they carry messages from Poin
Now, how do you get that carefully chiseled message to the attention of members of that key, target audience? I still call them "beasts of burden" because they carry messages from Poin
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
A to Point B. Communications tactics are the answer,
and you have a huge selection from which to choose.
Everything from open houses, contests, news releases and
speeches to brochures, community briefings, letters-to-the-
editor, emails, radio/TV and news
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
paper interviews, and
lots more.
Sooner rather than later, you will wonder whether you're making any progress. And the only realistic way to nail that down is to go back to members of that target audience again and ask them the same questions all over aga
Sooner rather than later, you will wonder whether you're making any progress. And the only realistic way to nail that down is to go back to members of that target audience again and ask them the same questions all over aga
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
in.
The big difference this time around is, you're looking for signs that opinion/perceptions have begun to change in your direction. By that I mean clear indications that the miscon- ception is clearing up, or the inaccuracy has been corrected, or that a
The big difference this time around is, you're looking for signs that opinion/perceptions have begun to change in your direction. By that I mean clear indications that the miscon- ception is clearing up, or the inaccuracy has been corrected, or that a
.
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
negative impression is slowly turning around.
Truth is, that's when this strategic, and powerful approach to public relations - supported by appropriate tactical firepower - delivers the altered perceptions and modified behaviors promised in the fundamenta
Truth is, that's when this strategic, and powerful approach to public relations - supported by appropriate tactical firepower - delivers the altered perceptions and modified behaviors promised in the fundamenta
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
l premise of public relations.
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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