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Advice You - What's Important About PR?
Quite a bit, actually. Public relations helps business, non-
profit and association managers achieve their managerial
objectives with results like these. New proposals for strategic
alliances and joint ventures; rebounds in showroom visits;
customers making repeat purchases; stronger relationships
with educati
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
onal, labor, financial and healthcare interests;
enhanced activist group relations; new membership
applications; capital givers and specifying sources looking
their way, as well as improved relations with government
agencies and legislative bodies; both new thoughtleader
and special event contacts; and expand
; 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
d feedback
channels.
Here are some of the public relations strategies they use.
They accept the fact that the right PR really CAN alter individual perception and lead to the very changed behaviors they need. And they recognize that, because people DO act upon their perceptions of the facts they hear about t
Here are some of the public relations strategies they use.
They accept the fact that the right PR really CAN alter individual perception and lead to the very changed behaviors they need. And they recognize that, because people DO act upon their perceptions of the facts they hear about t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ese managers and their operations, they have
little choice but to deal promptly and effectively with
those perceptions by doing what is necessary to reach
and move those key external audiences of theirs to
actions they desire.
What these business, non-profit and association managers are doing is taking steps
What these business, non-profit and association managers are doing is taking steps
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
to do something positive
about the behaviors of those important outside audiences
of theirs that MOST affect their operations.
So they create the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives. Interestingly, they'll be able to accomplish this when t
So they create the kind of external stakeholder behavior change that leads directly to achieving their managerial objectives. Interestingly, they'll be able to accomplish this when 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
hey persuade those key outside folks to their way
of thinking, and then move them to take actions that allow
their department, division or subsidiary to succeed.
Undergirding the whole effort is the fundamental premise of public relations: people act on their own perception of the facts before them, which lead
Undergirding the whole effort is the fundamental premise of public relations: people act on their own perception of the facts before them, which lead
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
to predictable behaviors about
which something can be 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.
There is no doubt that you want yo
There is no doubt that you want yo
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
r most important outside
audiences to perceive your operations, products or services
in a positive light. So, reassure yourself that your PR staff
accepts the basic truth that perceptions almost always lead to
behaviors that can help or hurt your unit.
Talk to your PR people regarding how you will gather and
Talk to your PR people regarding how you will gather and
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
monitor perceptions by questioning members of your most
important outside audiences. Questions like these: how
much do you know about our organization? How much do
you know about our services or products and employees?
Have you had prior contact with us and were you pleased
with the how things went? Have you
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
experienced problems
with our people or procedures?
Clearly, the perception monitoring phases of your program can be assigned to professional survey people to handle, IF the budget is available. If not, you are fortunate that you can depend on your own PR people who are also in the perception and behavior bu
Clearly, the perception monitoring phases of your program can be assigned to professional survey people to handle, IF the budget is available. If not, you are fortunate that you can depend on your own PR people who are also in the perception and behavior bu
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
iness and can pursue the same objective:
identify untruths, false assumptions, unfounded rumors,
inaccuracies, misconceptions and any other negative
perception that might translate into hurtful behaviors.
Problems that appeared during your key audience perception monitoring will be the basis for your public re
Problems that appeared during your key audience perception monitoring will be the basis for your 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 goal. No
doubt it will shoot to straighten out that dangerous misconception,
or correct that gross inaccuracy, or do something about that
wretched rumor.
You can't avoid the fact that every goal must have a strategy to show you how to get there. But you have just three strategic choices when it comes t
You can't avoid the fact that every goal must have a strategy to show you how to get there. But you have just three strategic choices when it comes t
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
handling a perception or opinion
challenge: create perception where there may be none, change
the perception, or reinforce it. As luck would have it, selecting
the wrong strategy will taste like sauteed bologna ends, so be
certain the new strategy fits well with your new public relations
goal. For example, y
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
ou don't want to select "change" when the
facts dictate a "reinforce" strategy.
Here you'll be looking for words that are compelling, persuasive, believable AND clear and factual. Structuring your corrective message is crucial because persuading an audience to your way of thinking is awfully hard work. But a m
Here you'll be looking for words that are compelling, persuasive, believable AND clear and factual. Structuring your corrective message is crucial because persuading an audience to your way of thinking is awfully hard work. But a m
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
st if
you are to correct a perception by shifting opinion towards
your point of view, leading to the behaviors you desire. Take
the time to go over your message with your PR folks for
its impact and persuasiveness.
Time to select the precise communications tactics most likely to attract the attention of you
Time to select the precise communications tactics most likely to attract the attention of you
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
target audience. Happily, you
can pick from dozens of available tactics. From speeches,
facility tours, emails and brochures to consumer briefings,
media interviews, newsletters, personal meetings and many
others. Just be very sure that the tactics you pick are known to
reach folks just like your audience me
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
bers.
It's a fact that your message credibility can depend on the way you deliver it. Try introducing it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.
Because a progress report will be unavoidable, you can expect you and your PR folks to m
It's a fact that your message credibility can depend on the way you deliver it. Try introducing it to smaller gatherings rather than using higher-profile communications such as news releases or talk show appearances.
Because a progress report will be unavoidable, you can expect you and your PR folks to m
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ove back to the field for a second
perception monitoring session with members of your external
audience. Same questions used in the first benchmark session,
will do the trick again. But you must stay alert for signs that your
communications tactics have worked and that the negative
perception is being altered
.
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
the way you want it to be altered.
By the way, you can always speed things up with a broader selection of communications tactics AND increased frequencies.
Public relation's single most important contribution to a business, non-profit or association manager is building the resolve to do something positive about
By the way, you can always speed things up with a broader selection of communications tactics AND increased frequencies.
Public relation's single most important contribution to a business, non-profit or association manager is building the resolve to do something positive about
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
the behaviors of those important
outside audiences that most affect their operations.
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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