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Advice You - Public Relations Productivity
Should it be measured in “publicity by the pound,” or by how well external audience behaviors help achieve the organization’s key objectives?
I opt for holding public relations responsible, first, for recognizing that people act on their perception of the facts leading to behaviors about
I opt for holding public relations responsible, first, for recognizing that people act on their perception of the facts leading to behaviors about
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
which something can be done. And second, for how well its practitioners create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization.
Only then would I agree that a strategic public relations mission ha
Only then would I agree that a strategic public relations mission ha
; 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
been accomplished, not simply completion of a tactical assignment.
Now this presumes that our practitioner knows the next step, and the one after that, as s/he pursues increased productivity.
But initially, such gains in public relations must begin by efficiently prioritizing the organi
Now this presumes that our practitioner knows the next step, and the one after that, as s/he pursues increased productivity.
But initially, such gains in public relations must begin by efficiently prioritizing the organi
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ation’s most important outside audiences. Those whose behaviors have the greatest impact on the enterprise.
With that chore completed, you now want to learn what members of your #1external audience think and feel about you and your organization. Important because we know that what people
With that chore completed, you now want to learn what members of your #1external audience think and feel about you and your organization. Important because we know that what people
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
erceive usually leads to a predictable behavior about which, usually, something can be done.
So, discovering that valuable information demands that you find out precisely how those target audience members perceive your operation. Which means you must now interact with those people, and as
So, discovering that valuable information demands that you find out precisely how those target audience members perceive your operation. Which means you must now interact with those people, and as
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
a lot of questions such as “do you have an opinion about our organization?” Or, “what do you think of our products or services?”
Listen carefully for signs of negative attitudes, false assumptions, misconceptions, inaccuracies and, especially, dangerous rumors.
The responses to your que
Listen carefully for signs of negative attitudes, false assumptions, misconceptions, inaccuracies and, especially, dangerous rumors.
The responses to your que
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
tions, and the explanations people give for why they feel or believe as they do, will lead you directly to your public relations goal. For example, straighten out that misconception, correct that inaccuracy, or spike that rumor, fast.
By the way, as you efficiently move through the public
By the way, as you efficiently move through the public
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
relations problem solving sequence, you accumulate the productivity gains promised by the fundamental premise of public relations outlined in the opening paragraphs.
Now, you set your public relations goal, one that aims squarely at correcting the problem you identified during your percep
Now, you set your public relations goal, one that aims squarely at correcting the problem you identified during your percep
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ion monitoring activity.
And that might well include clarifying a misconception, correcting an inaccuracy, informing a misunderstanding or stopping a rumor dead in its tracks. What you’ve just done, is set a public relations goal towards which you will strive by altering specific percepti
And that might well include clarifying a misconception, correcting an inaccuracy, informing a misunderstanding or stopping a rumor dead in its tracks. What you’ve just done, is set a public relations goal towards which you will strive by altering specific percepti
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
ns held by that target audience, usually leading to the desired behavior.
But hold on. What strategy will you employ in your pursuit of that altered perception and changed behavior? Your choice of strategies is limited, but powerful. You can shoot for creating opinion (perception) where t
But hold on. What strategy will you employ in your pursuit of that altered perception and changed behavior? Your choice of strategies is limited, but powerful. You can shoot for creating opinion (perception) where t
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ere really isn’t any. You can focus your efforts on changing existing opinion, or you may be quite happy to simply reinforce those existing perceptions.
This is a key decision because your strategy will influence the selection, direction, content and tone of all of your subsequent communi
This is a key decision because your strategy will influence the selection, direction, content and tone of all of your subsequent communi
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.
Which brings us to the question of just how you are going to structure the message to be sent to your target audience. Above all, your message must state clearly what the perception problem is, AND what it should be, based on the actual facts of the matter. At the same time, your
Which brings us to the question of just how you are going to structure the message to be sent to your target audience. Above all, your message must state clearly what the perception problem is, AND what it should be, based on the actual facts of the matter. At the same time, your
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
essage must be written persuasively and believably, thus imparting credibility to the message. No small challenge!
Now, with the message in hand, it’s time to select the communications tactics you will use to effectively carry your message to members of your target audience.
And there is
Now, with the message in hand, it’s time to select the communications tactics you will use to effectively carry your message to members of your target audience.
And there is
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
no shortage of communications tactics. You can choose from among brochures, press releases, community briefings and one-on-one meetings with thoughtleaders. Or, letters-to-the-editor, radio interviews, speeches and emails. And dozens more, although your choices here will be influenced by b
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
dgetary reality.
Inevitably, you will want to know if your public relations program is making any progress. Other than spending big bucks with a professional public opinion sampling firm, there’s really only one way to do that quickly and accurately. And that is to get out there among mem
Inevitably, you will want to know if your public relations program is making any progress. Other than spending big bucks with a professional public opinion sampling firm, there’s really only one way to do that quickly and accurately. And that is to get out there among mem
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
ers of your target audience, interact with a number of them and ask the same questions you did during your first perception monitoring session.
The difference now is that you are looking for movement in perceptions towards the views expressed in your message. In other words, you want to s
The difference now is that you are looking for movement in perceptions towards the views expressed in your message. In other words, you want to s
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
e some perceptions altered in your direction because that gives you a better chance to achieve your real objective, modified target audience behaviors.
Your first go at this may indicate that more work is needed to effectively influence opinion among your key target audience. If this is t
Your first go at this may indicate that more work is needed to effectively influence opinion among your key target audience. If this is t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e case, you will need to reevaluate the mix of communications tactics you originally selected, as well as the frequency with which you aimed them at your target audience. Also advisable, would be another accuracy check of the facts and figures you used in your message.
As your public rela
As your public rela
.
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
ions program takes hold, you will notice that key points in your message have been internalized, and are now being played back to you by members of your target audience. This will result in a general increase in target audience awareness of your organization and its role in the communities
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
industry sectors and geographies where it operates.
Another way of putting it is, when enough members of your key target audience are persuaded to your way of thinking, and their behaviors begin to reflect that change, your public relations effort is showing unmistakable signs of success
Another way of putting it is, when enough members of your key target audience are persuaded to your way of thinking, and their behaviors begin to reflect that change, your public relations effort is showing unmistakable signs of success
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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