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Advice You - Public Relations: Power Tool for the 21st Century
I address this article to businesses, associations, non-profits and
public entity managers seeking a direct connection between
the money they're planning to spend on public relations, and the achievement of their organizational objectives.
We can save a lot of
We can save a lot of
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
time - you and I - if we can agree on
one point: I believe that deep down - and I mean DEEP down -
most chief executives understand that doing something about the
behaviors of their most significant external audiences can rank in
importance right up there wit
; 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
increased sales and earnings.
Whether they do anything about it or not is another question.
But I believe many sense - as do legislators who know they
cannot govern without the consent of the governed - that
managements cannot "govern" their enterprises with
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
out the support
and understanding of their most important audiences. I refer to
audiences such as members, supporters, customers, sponsors,
prospects, regulators, employees, thoughtleaders, public interest
groups and the like.
If I'm right, there are some
If I'm right, there are some
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
right days ahead in this new
century not only for public relations people but world commerce as
well.
Fortunately for all concerned, that success will spring from the fundamental premise of public relations: people act on their own perception of the facts, a
Fortunately for all concerned, that success will spring from the fundamental premise of public relations: people act on their own perception of the facts, a
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
nd those perceptions lead to behaviors about
which something can be done. When public relations creates, changes
or reinforces that opinion by reaching, persuading and moving-to-
desired-action those people whose behaviors affect the organization,
the public re
the public re
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
ations effort is a success.
What that should mean to a CEO seems obvious. "I guess that money I'm spending on public relations really could result in the kind of change in behaviors of my key stakeholders that leads directly to the achievement of my organizat
What that should mean to a CEO seems obvious. "I guess that money I'm spending on public relations really could result in the kind of change in behaviors of my key stakeholders that leads directly to the achievement of my organizat
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
ional objectives."
That conclusion will let us do what we do best - reach those key audience perceptions with the facts as we know them. Hopefully, the messages we use will be clear and persuasive, and will create, change or reinforce perceptions as needed, then
That conclusion will let us do what we do best - reach those key audience perceptions with the facts as we know them. Hopefully, the messages we use will be clear and persuasive, and will create, change or reinforce perceptions as needed, then
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
alter behaviors in the employer/client's direction.
When the problem solving sequence is completed, that particular public relations mission is accomplished. However, we must constantly guard against simply emphasizing those communications tactics we fervently HOP
When the problem solving sequence is completed, that particular public relations mission is accomplished. However, we must constantly guard against simply emphasizing those communications tactics we fervently HOP
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
E will reach the target audience. Instead, we must go
further and actively track how well those tactics and persuasive
messages are altering the perception of that target audience. And then
monitor to what degree audience behaviors have moved in our direction.
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
This matters in a very important way. Management really CAN establish the desired behavior change up front in the planning phase,
then insist on getting that result before pronouncing the public relations effort a success. In other words, getting their public re
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
ations money's worth!
This is powerful stuff! A chief executive of an association, a business, a non-profit and even a public entity can work with his or her public relations counsel and agree in the planning phase what they must do to achieve a specified adj
This is powerful stuff! A chief executive of an association, a business, a non-profit and even a public entity can work with his or her public relations counsel and agree in the planning phase what they must do to achieve a specified adj
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
ustment in the behaviors of a really important external audience.
Even better, the way to do this is well-known in the public relations business:
select your target audience;
gauge its perception levels;
gauge the behaviors that have resulted;
s
Even better, the way to do this is well-known in the public relations business:
select your target audience;
gauge its perception levels;
gauge the behaviors that have resulted;
s
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
t your public relations goal;
set your public relations strategy;
prepare the persuasive message;
select and implement the communications tactics that will carry the message to that key audience;
monitor for perception change;
monitor
set your public relations strategy;
prepare the persuasive message;
select and implement the communications tactics that will carry the message to that key audience;
monitor for perception change;
monitor
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
for behavior change and, hopefully, a public relations success.
What will the employer/client want from us as we move ahead into the 21st Century? I believe s/he will want us to apply our special skills in a way that helps achieve his or her business objective
What will the employer/client want from us as we move ahead into the 21st Century? I believe s/he will want us to apply our special skills in a way that helps achieve his or her business objective
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
.
But when will that employer/client of ours be fully satisfied
with the public relations results we have achieved? Only when our
"reach, persuade and move-to-desired-action" efforts have produced
the visible modification in the behaviors of those target aud
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
iences
they wish to influence.
Let me conclude our look at Public Relations: Power Tool For The 21st Century by highlighting once again the three benefits our employer/client will continue to receive when the behavioral changes become apparent and meet the pro
Let me conclude our look at Public Relations: Power Tool For The 21st Century by highlighting once again the three benefits our employer/client will continue to receive when the behavioral changes become apparent and meet the pro
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ram's original behavior modification goal.
1. Their public relations program will be a success.
2. By achieving the behavioral goal they set at the beginning of the program, they will be using a dependable and accurate public relations performance measurement.
1. Their public relations program will be a success.
2. By achieving the behavioral goal they set at the beginning of the program, they will be using a dependable and accurate public relations performance measurement.
.
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
3. When our "reach, persuade and move-to-desired-action" efforts produce that visible modification in the behaviors of those people they wish to influence, they will be using public relations' core value to its very best advantage ensuring that they really
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
O receive their "money's worth."
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 © 2004
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 © 2004
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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