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Advice You - Let's Blow The Lid Off Public Relations
And show it for what it is - a humdinger of a strategy
machine using cutting-edge communications tactics that
lead directly to program success. And all because
perceptions were altered, behaviors modified and the
employer/client satisfied with the end result.
When everybo
When everybo
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
dy benefits like that, blowing the lid off
public relations is not only justified, it's necessary!
Do you take the core strengths of public relations into account as you manage those communications tactics?
Because if you don't, you're missing the sweet-spot of public rela
Do you take the core strengths of public relations into account as you manage those communications tactics?
Because if you don't, you're missing the sweet-spot of public rela
; 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
tions. The communications tactics you use
must work together to create the behavioral change you
want in certain groups of people important to the success
of your business.
But NO organization - business, non-profit, association or public sector - can succeed today unless
But NO organization - business, non-profit, association or public sector - can succeed today unless
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
the behaviors
of its most important audiences are in-sync with the
organization's objectives.
For your operation, that means public relations professionals must modify somebody's behavior if they are to help hit your objective - all else are means to that end.
Which is why
For your operation, that means public relations professionals must modify somebody's behavior if they are to help hit your objective - all else are means to that end.
Which is why
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
, when public relations goes on to successfully
create, change or reinforce public opinion by reaching,
persuading and moving-to-desired-action those people whose
behaviors affect the organization, it accomplishes its mission.
How can we be so certain? Question: how can you
How can we be so certain? Question: how can you
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
easure
the results of an activity more accurately than when you
clearly achieve the goal you set at the beginning of that
activity? You can't. It defines success.
Public relations is no different. The client/employer wants our help in altering counterproductive perception
Public relations is no different. The client/employer wants our help in altering counterproductive perception
ucts have become life saving products for the pharmaceutical companies who doesnt have many innovative molecules in their product pipeline and have been inc
s among
key audiences which almost always change behaviors in a
way that helps him or her get to where they want to be.
Now, to achieve that goal, public relations practitioners must be skilled in many tactical disciplines. Everything from media relations, public speaking
Now, to achieve that goal, public relations practitioners must be skilled in many tactical disciplines. Everything from media relations, public speaking
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
and a dozen kinds
of writing to financial communications, special events,
issue tracking and crisis management, to name just a few.
But too often, the employer/client's tendency is to see little beyond a tactic's immediate impact. For example, a speech and how it was rec
But too often, the employer/client's tendency is to see little beyond a tactic's immediate impact. For example, a speech and how it was rec
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ived, a news release and how it was
picked up and presented in a newspaper or on TV, or a
special event and the audience's reaction.
Of course those concerns are understandable and shouldn't be lightly dismissed. But the question also must be asked, to what end are we appl
Of course those concerns are understandable and shouldn't be lightly dismissed. But the question also must be asked, to what end are we appl
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
ying those tactics?
Well, WHY do we employ public relations tactics anyway? Could it be for the pure pleasure of doing surveys, making speeches or editing company magazines? Not likely. We employ public relations so that, at the end of the day, somebody's behavior gets mod
Well, WHY do we employ public relations tactics anyway? Could it be for the pure pleasure of doing surveys, making speeches or editing company magazines? Not likely. We employ public relations so that, at the end of the day, somebody's behavior gets mod
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
fied.
That leads us directly to the core strength of public relations: people act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving an organization's objecti
That leads us directly to the core strength of public relations: people act on their perception of the facts; those perceptions lead to certain behaviors; and something can be done about those perceptions and behaviors that leads to achieving an organization's objecti
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
ves.
To assess those behavior changes and, thus, the degree of success the core public relations program has achieved, look for evidence that your tactics have actually changed behavior. Signs should begin showing up via Internet chatter, in print and broadcast news coverag
To assess those behavior changes and, thus, the degree of success the core public relations program has achieved, look for evidence that your tactics have actually changed behavior. Signs should begin showing up via Internet chatter, in print and broadcast news coverag
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, reports from the field, letters-to-
the-editor, consumer and customer reactions, shareholder
letters and comments from community leaders.
Consider doing informal polls of employees, retirees, industrial neighbors and local businesses as well as collecting feedback from
Consider doing informal polls of employees, retirees, industrial neighbors and local businesses as well as collecting feedback from
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
uppliers, elected officials, union leaders and
government agencies.
The point of this article is that the core strength of public relations places a special burden on each tactic selected to carry the message to a target audience: does it/will it make a tangible, action-p
The point of this article is that the core strength of public relations places a special burden on each tactic selected to carry the message to a target audience: does it/will it make a tangible, action-p
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
roducing contribution towards altering
target audience perceptions and behaviors? If not, it should be
dropped and replaced with a tactic that does.
That way, only the strongest tactics will be used allowing public relations to apply its core strength to the challenge at hand
That way, only the strongest tactics will be used allowing public relations to apply its core strength to the challenge at hand
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
create, change or reinforce public opinion by reaching,
persuading and moving-to-desired-action those people whose
behaviors affect the organization.
What do I believe the employer/client wants from us? I believe s/he wants us to use our expertise in a way that helps ach
What do I believe the employer/client wants from us? I believe s/he wants us to use our expertise in a way that helps ach
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
ieve his or her business objectives. But regardless of what
strategic plan we create to solve a problem, regardless of what
tactical program we put in place, when all is said and done, we
must modify somebody's behavior if we are to earn our keep.
So, not one, not two, but
So, not one, not two, but
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
three benefits result when the behavioral
changes become apparent, and meet the program's original
behavior modification goal: First and most important, the public
relations effort is a success.
Second, by achieving the behavioral goal you set at the beginning, you are tak
Second, by achieving the behavioral goal you set at the beginning, you are tak
.
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
ng advantage of a dependable and accurate public relations
performance measurement.
Finally, when the "reach, persuade and move-to-desired-action" efforts produce a visible, and desired modification in the behaviors of those people you wish to influence, you are using public
Finally, when the "reach, persuade and move-to-desired-action" efforts produce a visible, and desired modification in the behaviors of those people you wish to influence, you are using public
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
relations'
core strength to its full benefit.
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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