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Advice You - Are You PR-Challenged?
You won’t be if you accept a very simple premise. Here, in just two sentences, is your pathway to effective public relations. A pathway that lets you target the kind of stake- holder behavior change that leads directly to achieving your objectives.
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
People act on their own perception of the facts before 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 those people
; 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
whose behaviors affect the organization, the public relations mission is accomplished.
And what behavior changes they can be. Legislators who see you as a dynamic member of their business public; prospects deciding to patronize your enterprise; custo
And what behavior changes they can be. Legislators who see you as a dynamic member of their business public; prospects deciding to patronize your enterprise; custo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
mers buying from you again and again; local thoughtleaders strengthening their relations with you; employees who value their employer, and on an on.
What it boils down to, is that people in your marketing area behave like everyone else – they take
What it boils down to, is that people in your marketing area behave like everyone else – they take
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
actions based on their perceptions of the facts they hear about you and your organization.
So, you need to deal promptly and effectively with those perceptions by doing what you need to do to reach them with the right message. Your job is to persu
So, you need to deal promptly and effectively with those perceptions by doing what you need to do to reach them with the right message. Your job is to persu
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ade your stakeholders to your way of thinking and move them to take actions that lead to the success of your organization.
Here’s one way to do exactly that.
Who are those important outside audiences whose behaviors have the most positive OR negat
Here’s one way to do exactly that.
Who are those important outside audiences whose behaviors have the most positive OR negat
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
ive impacts on your enterprise? List them in the order of how negatively or positively those impacts affect you.
Working on the target audience in first place on your list, let’s look at whether any of those perceptions out there are likely to mor
Working on the target audience in first place on your list, let’s look at whether any of those perceptions out there are likely to mor
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
ph into behaviors that can hurt your organization.
Assuming you don’t want to make a large investment in a professional opinion survey, you and your colleagues must interact with members of that target audience and ask many questions: “What have you
Assuming you don’t want to make a large investment in a professional opinion survey, you and your colleagues must interact with members of that target audience and ask many questions: “What have you
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
heard about us and our products or services? Have you done business with us? Do you have a bone to pick with us? Keep an eye peeled for hesitant or evasive responses, and watch for any negative undertones. Notice a misconception, inaccuracy or rum
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
or? Jump on it right away!
The data you gather from such interaction lets you form a specific public relations goal. In other words, you get to decide exactly what perception out there you would like to alter so that it improves your chances of ge
The data you gather from such interaction lets you form a specific public relations goal. In other words, you get to decide exactly what perception out there you would like to alter so that it improves your chances of ge
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
tting the behavior change you really want.
Now, unless you select the right strategy that tells you how to pursue that goal, nothing’s going to happen. You’re lucky there are just three strategies to choose from when you’re dealing with matters of
Now, unless you select the right strategy that tells you how to pursue that goal, nothing’s going to happen. You’re lucky there are just three strategies to choose from when you’re dealing with matters of
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
opinion: create perception/opinion where there isn’t any, change existing opinion, or reinforce it. And be certain that your choice matches the needs of your goal. For example, if you aim to correct an inaccuracy, you need a strategy that changes
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
existing opinion, not one that reinforces it.
As you might expect, you must now prepare the message that, hopefully, will alter the offending perception and lead to the desired behavior. Since it must clearly address the untruth, inaccuracy, rumor
As you might expect, you must now prepare the message that, hopefully, will alter the offending perception and lead to the desired behavior. Since it must clearly address the untruth, inaccuracy, rumor
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 misconception in a believable and compelling way, you’ve got your work cut out for you. Oh, the message must also be persuasive as it makes the case for your point of view.
Keep in mind that, to be successful, your message usually must alter w
Keep in mind that, to be successful, your message usually must alter w
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
hat a lot of people may have come to believe. It’s a big job, but as said in literary circles, “it’s worth the candle.”
How do you get this stunning message of yours to the right eyes and ears among members of your target audience?
Right! Communic
How do you get this stunning message of yours to the right eyes and ears among members of your target audience?
Right! Communic
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
ations tactics will do the job, and there are a ton of them at your disposal. From newsletters, press releases and letters-to-the-editor to brochures, consumer briefings, personal meetings, print and broadcast interviews and many others.
Soon, the
Soon, the
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
question will arise, are we making any progress? At this point, you are wise to go back to those members of your target audience and ask the same questions you asked during your original perception monitoring session.
This time, however, you’re loo
This time, however, you’re loo
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
king for evidence that perceptions are being altered in your direction.
If you are the impatient type, you can always increase the beat by adding new communications tactics and increasing their frequencies. It’s also worth re-examining your hard-wo
If you are the impatient type, you can always increase the beat by adding new communications tactics and increasing their frequencies. It’s also worth re-examining your hard-wo
.
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
n message not only for clarity and persuasiveness, but for factual effectiveness as well.
When it becomes obvious that the program has, in fact, persuaded many target audience stakeholders towards your way of thinking, you have a public relations su
When it becomes obvious that the program has, in fact, persuaded many target audience stakeholders towards your way of thinking, you have a public relations su
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
ccess on your hands.
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 © 2003.
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 © 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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