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Advice You - Why Good PR Warrants Your Attention
Because good public relations can alter individual perception and lead to changed behaviors among key outside audiences. And that can help business, non-profit and association managers achieve their managerial objectives.
It all happens when you do something positive about the behaviors of those important external audienc
It all happens when you do something positive about the behaviors of those important external audienc
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
es of yours that most affect your operation. In particular when you persuade those key outside folks to your way of thinking, then help move them to take actions that allow your department, division or subsidiary to succeed.
I believe the key to good PR is this reality. People act on their own perception of the facts befo
I believe the key to good PR is this reality. People act on their own perception of the facts befo
; 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
e them, which leads 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.
In other words, your public r
In other words, your public r
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
elations effort must involve more than special events, brochures and news releases if you really want to get your money's worth.
The payoff can make your day: membership applications on the rise; customers starting to make repeat purchases; fresh proposals for strategic alliances and joint ventures; community leaders begi
The payoff can make your day: membership applications on the rise; customers starting to make repeat purchases; fresh proposals for strategic alliances and joint ventures; community leaders begi
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ning to seek you out; welcome bounces in show room visits; prospects starting to do business with you; higher employee retention rates, capital givers or specifying sources beginning to look your way, and even politicians and legislators starting to view you as a key member of the business, non-profit or association commun
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ties.
But who among your PR team really understands the blueprint outlined above and shows commitment to its implementation, starting with key audience perception monitoring? Luckily, your PR people are already in the perception and behavior business, so they should be of real use for this initial opinion monitoring proje
But who among your PR team really understands the blueprint outlined above and shows commitment to its implementation, starting with key audience perception monitoring? Luckily, your PR people are already in the perception and behavior business, so they should be of real use for this initial opinion monitoring proje
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
ct.
Be certain that your public relations people really accept why it's SO important to know how your most important outside audiences perceive your operations, products or services. Make sure they believe that perceptions almost always result in behaviors that can help or hurt your operation.
Talk it over with them, es
Talk it over with them, es
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
ecially your game plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions along these lines: how much do you know about our organization? Have you had prior contact with us and were you pleased with the interchange? Are you familiar with our services or produ
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ts and employees? Have you experienced problems with our people or procedures?
Because it can run into real money using professional survey firms to do the opinion monitoring work, you may wish to use those PR folks of yours in that capacity since they're already in the perception and persuasion business. But, whether it'
Because it can run into real money using professional survey firms to do the opinion monitoring work, you may wish to use those PR folks of yours in that capacity since they're already in the perception and persuasion business. But, whether it'
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
s your people or a survey firm asking the questions, the objective remains the same: identify untruths, false assumptions, unfounded rumors, inaccuracies, misconceptions and any other negative perception that might translate into hurtful behaviors.
What your aiming at, obviously, is a PR goal that does something about the
What your aiming at, obviously, is a PR goal that does something about the
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
most serious distortions you discover during your key audience perception monitoring. Will it be to straighten out that dangerous misconception? Correct that gross inaccuracy? Or, stop that potentially painful rumor cold?
Of course, without the right strategy to tell you how to proceed, you won't get there at all. So keep
Of course, without the right strategy to tell you how to proceed, you won't get there at all. So keep
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
in mind that there are just three strategic options available when it comes to doing something about perception and opinion. Change existing perception, create perception where there may be none, or reinforce it. The wrong strategy pick will taste like horseradish on your pancakes, so be sure your new strategy fits well wi
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
th your new public relations goal. You wouldn't want to select "change" when the facts dictate a strategy of reinforcement.
Here, you must come up with a well-written message and send it to members of your target audience. It's always a challenge to create an actionable message that will help persuade any audience to your
Here, you must come up with a well-written message and send it to members of your target audience. It's always a challenge to create an actionable message that will help persuade any audience to your
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
way of thinking.
What you want now is your strongest writers because s/he must build some very special, corrective language. Words that are not merely compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.
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
After your PR team has signed off on draft copy of your message, you move on to the next selection process -- the communications tactics most likely to carry your message to the attention of your target audience. There are scores that are available. From speeches, facility tours, emails and brochures to consumer briefings
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
, media interviews, newsletters, personal meetings and many others. But you must be certain that the tactics you pick are known to reach folks like your audience members.
An alert: you may wish to avoid too loud a voice with this kind of message and unveil it before smaller meetings and presentations rather than using hig
An alert: you may wish to avoid too loud a voice with this kind of message and unveil it before smaller meetings and presentations rather than using hig
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
er-profile news releases, as the credibility of any message is fragile and always at stake.
>From this point forward, you'll start getting requests for progress reports, which tells you and your PR team to begin a second perception monitoring session with members of your external audience. You'll want to use many of the s
>From this point forward, you'll start getting requests for progress reports, which tells you and your PR team to begin a second perception monitoring session with members of your external audience. You'll want to use many of the s
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
me questions used in the first benchmark session. But now, you will be on red alert for signs that the bad news perception is being altered in your direction.
It does seem fortunate that such matters usually can be accelerated simply by adding more communications tactics as well as increasing their frequencies.
The value
It does seem fortunate that such matters usually can be accelerated simply by adding more communications tactics as well as increasing their frequencies.
The value
.
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
of public relations to managers becomes clearer when you realize that the people you deal with behave like everyone else - they act upon their perceptions of the facts they hear about you and your operation. Which means you really have little choice but to deal promptly and effectively with those perceptions by doing what
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
is necessary to reach and move those key external audiences of yours to actions you desire.
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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