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Advice You - Publicrelationistas?
Is that what we are? Fanatic, over-the-top disciples of some wretched obsession?
Well, maybe not fanatic, or even wretched or obsessive, but certainly SOLD on the reality that people act on their own perception of the fac
Well, maybe not fanatic, or even wretched or obsessive, but certainly SOLD on the reality that people act on their own perception of the fac
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
ts before them, leading to predictable behaviors. And equally sold on the next step too, create, change or reinforce that perception/opinion by reaching, persuading and moving-to-desired-action those people whose behavio
; 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
rs affect the organization.
Why am I sold on what amounts to a fundamental premise for public relations? Because it’s the best way to insure that you, as a manager, get the key external audience behaviors you need to hel
Why am I sold on what amounts to a fundamental premise for public relations? Because it’s the best way to insure that you, as a manager, get the key external audience behaviors you need to hel
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
p achieve your unit objectives.
It also makes the proper execution of the public relations program very important to other managers like yourself in any business, non-profit or association.
Here’s one approach that can wo
It also makes the proper execution of the public relations program very important to other managers like yourself in any business, non-profit or association.
Here’s one approach that can wo
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rk just fine.
Jot down your unit’s, or department’s, most important audiences, then prioritize them as to the impacts they exert on your operation. Let’s look at #1 on the list because, clearly, any organization, includin
Jot down your unit’s, or department’s, most important audiences, then prioritize them as to the impacts they exert on your operation. Let’s look at #1 on the list because, clearly, any organization, includin
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
g yours, must stay in touch with its most important external audiences in order to know how it is perceived, remembering of course, that behaviors usually follow perceptions.
Now, you need to interact with members of you
Now, you need to interact with members of you
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
r target audiences, monitor what they think about you and ask lots of questions. “What do you know about us? Have you had any contact with us. Was it satisfactory?” and so on. Be alert to an untruth, an inaccuracy, or a
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
potentially damaging rumor.
The responses to your opinion monitoring form the basis for your public relations goal. In other words, the specific perception to be altered, followed by the desired behavior change.
Obvious
The responses to your opinion monitoring form the basis for your public relations goal. In other words, the specific perception to be altered, followed by the desired behavior change.
Obvious
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ly, the goal will seek corrective action. That is, clear up a misconception, scotch a rumor, or correct an inaccuracy.
But a goal without a strategy is like a hot dog without a bun.
We’re fortunate we have just three cho
But a goal without a strategy is like a hot dog without a bun.
We’re fortunate we have just three cho
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
ices when it comes to strategies to deal with opinion matters: we can create perception where there isn’t any, change existing perception, or reinforce it. But make sure the strategy you select flows naturally from your
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ewly-minted goal.
Now, here’s where the art comes in. You have to write the corrective message going to the attention of members of the target audience. The satisfying part of this chore is the fact that, done right, it
Now, here’s where the art comes in. You have to write the corrective message going to the attention of members of the target audience. The satisfying part of this chore is the fact that, done right, it
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
will change opinion and, thus, behavior. No small feat!
The art lies in the writer’s ability to prepare a message that accomplishes that objective clearly and in a believable, persuasive and compelling style. Not easy, bu
The art lies in the writer’s ability to prepare a message that accomplishes that objective clearly and in a believable, persuasive and compelling style. Not easy, bu
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
t an absolute must!
How do you get that message “into the end zone?” That is, before the eyes and into the ears of members of your target audience?
Good old “beasts of burden” communications tactics will come through f
How do you get that message “into the end zone?” That is, before the eyes and into the ears of members of your target audience?
Good old “beasts of burden” communications tactics will come through f
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
or you and carry your message to the attention of your target audience members. And there are scores of them ripe for the picking.
You can choose from letters-to-the-editor, speeches and news releases as well as consumer
You can choose from letters-to-the-editor, speeches and news releases as well as consumer
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
meetings, brochures, radio interviews and many, many others. Just be careful that the communications tactics you choose have a good record for reaching folks like those in your target audience.
The day will come when so
The day will come when so
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
meone asks, “are we making any progress with this PR effort?” A good and proper question, the answer to which is available back out among the members of your target audience. Assuming your budget cannot accommodate price
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
y professional opinion surveys, you and your colleagues can re-monitor perceptions among audience members asking the same questions as before.
The difference this time around is that you will be watching for perceptions
The difference this time around is that you will be watching for perceptions
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
altered in your direction – perceptions changed as a result of your corrective message and some aggressive communications tactics.
You can always increase the beat by adding a few more communications tactics, and increas
You can always increase the beat by adding a few more communications tactics, and increas
.
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
ing their frequencies. And be sure to re-vet the message itself for clarity and actual impact.
The payoff is clearcut – you get the key external audience behaviors you need to help achieve your mission objectives.
Pleas
The payoff is clearcut – you get the key external audience behaviors you need to help achieve your mission objectives.
Pleas
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
e 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 © 2003
Robert A. Kelly © 2003
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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