Advice You - Business

The reason might be this simple: as a business, non-profit or association manager, you’re too focused on communi- cations tactics and not on a workable blueprint for dealing with those important outside audiences whose behaviors most affect your department, division or

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

subsidiary.

If this sounds familiar, the blueprint I refer to provides the tools required to persuade those key external stakeholders to your way of thinking. Then, hopefully, move them to take actions that lead to your success.

A blueprint, say, like this one: peop

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

le 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 the very people whose behaviors affect

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 organization the most, the public relations mission is accomplished.

And, by the way, this is a blueprint that can produce behaviors such as more prospects interested in your services or products, more proposals for joint ventures and strategic alliances, more fr

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

quent repeat purchases, or fresh, new capital contributions and membership applications.

If this is something you wish to pursue, the next move is yours. For example, take the time to enlist those public relations people assigned to your unit in a brand-new push to fi

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

nd out once and for all what those outside audiences – those with behaviors that actually affect your organization – really think about you.

That’s where the rubber meets the road because target audience perceptions inevitably lead to behaviors that will either hinder

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

or help you in reaching your objectives.

So, let’s assume you and your PR team decide to prioritize your outside audiences, then monitor the perceptions of members of the #1 target audience on your list.

Here’s the first “fork in the road.” You can use your PR profe

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

sionals – who after all are in the perception and behavior business – to interact with target audience members by asking a lot of questions. For instance, “What do you know about us? Have you ever had dealings with our organization? Was it, or they, satisfactory?”

Or,

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

if you have access to an ample budget, you can engage the services of a professional survey firm to handle the perception monitoring chore for you. Keep in mind, however, that this activity is central to the success of a public relations effort.

Either way, the data

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

assembled by this drill is the raw material used to create your public relations goal. And that goal might call for clearing up a troublesome misconception, fixing a serious inaccuracy or killing that budding rumor dead as a doornail.

But reaching that goal is another

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

story. You need a strategy to show you the way, and when it comes to perceptions and opinion, there are only three strategies from which to choose: change existing opinion/perception, create it where none exists, or reinforce the perception. Trick is, be certain the st

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

rategy you select is a natural fit with your new public relations goal. For example, if you discovered a really negative perception among members of your target audience, you certainly wouldn’t choose the “reinforce” strategy.

But the real “beast of burden” in this PR

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

problem solving sequence is the message you will use to alter the offending perception you turned up during your audience monitoring drill. This is one message that must be very well written, clear as crystal, and supported by compelling and believable facts if it is

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

to alter what some of your target audience members believe. In this way, the message can nudge perception in your direction, lead to the behaviors you have in mind, and help you achieve your unit objectives.

Final challenge? Get that message to the eyes and ears of me

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

bers of your target audience. And that means selecting and employing the right communications tactics from the wide choice available to you. You can use personal contacts, special events, media interviews and speeches. Or, you might select from among news announcements

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

, facility tours, newsletters, brochures, audience briefings and so many others. But be certain that the tactics you choose have a record of reaching people like the members of your target audience.

Soon, however, questions will be asked as to how the new public relat

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ions effort is faring. In other words, “Are we getting the PR results we want?”

A fair question and one that can be fairly answered by returning to the field for a follow up monitoring session. Once again, you as the manager, and/or your PR support staff, must ask que

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

tions similar to those you asked during your earlier benchmark perception monitoring session.

The difference now? You want to see evidence that your perception monitoring, your public relations goal and strategy as well as your carefully crafted corrective message and

.

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

communications tactics have actually altered the offending perception as you planned.

Should results not come fast enough, additional communications tactics can be added, and their frequencies increased.

Bottom line: as the department, division or subsidiary manager

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

for a business, non-profit or association, if the primary focus of your public relations effort is tactics, you are well-advised to make a shift in favor of this kind of workable PR blueprint that gives you the best chance of achieving your unit’s operating objectives

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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Advice You - Not Getting the PR Results You Want?

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