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Advice You - PR: What's the Point?
Here’s the point: 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 the very people whose behaviors affect the organiza
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
tion the most, the public relations mission is accomplished.
The point is simply stated for businesses, non-profits and associations. Many concentrate their public relations effort on newspaper and radio exposures or funding management’s favorite special event.
This when they should be driving an actio
The point is simply stated for businesses, non-profits and associations. Many concentrate their public relations effort on newspaper and radio exposures or funding management’s favorite special event.
This when they should be driving an actio
; 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
n plan that persuades their key external stakeholders to their way of thinking, then moving those important outside audiences to take actions that help their departments, divisions or subsidiaries succeed.
This difference in emphasis can turn into real trouble for managers who work hard to achieve thei
This difference in emphasis can turn into real trouble for managers who work hard to achieve thei
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
r operating objectives.
Why not meet with the public relations people assigned to your unit and make sure they buy into a blueprint for PR success like the one above: the results might amaze you. How about prospects starting to do business with you; membership applications on the rise; customers startin
Why not meet with the public relations people assigned to your unit and make sure they buy into a blueprint for PR success like the one above: the results might amaze you. How about prospects starting to do business with you; membership applications on the rise; customers startin
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
g to make repeat purchases; fresh proposals for strategic alliances and joint ventures; community leaders beginning to seek you out; welcome bounces in show room visits; higher employee retention rates, capital givers or specifying sources beginning to look your way, and even politicians and legislator
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s starting to view you as a key member of the business, non-profit or association communities.
You can create those kinds of results when you do something positive about the behaviors of those outside audiences that MOST affect your business, non-profit or association?
When you use the promise of PR to
You can create those kinds of results when you do something positive about the behaviors of those outside audiences that MOST affect your business, non-profit or association?
When you use the promise of PR to
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
deliver external stakeholder behavior change – the kind that leads directly to achieving your managerial objectives.
And when you persuade those important outside folks to your viewpoint, then move them to take actions that help your department, division or subsidiary succeed.
If this is the kind of PR
And when you persuade those important outside folks to your viewpoint, then move them to take actions that help your department, division or subsidiary succeed.
If this is the kind of PR
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
you need and want, list those outside audiences of yours whose behavior helps or hinders you in achieving your objectives. And list them according to their impact on your operation.
If experience is any guide, you probably don’t have access to data showing how most members of that key external audienc
If experience is any guide, you probably don’t have access to data showing how most members of that key external audienc
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e perceive your organization.
Truth is, hiring professional survey people to monitor those perceptions can be expensive, so you and your colleagues will have to do it yourselves. Interact with members of that outside audience by asking questions like “Have you ever had contact with anyone from our orga
Truth is, hiring professional survey people to monitor those perceptions can be expensive, so you and your colleagues will have to do it yourselves. Interact with members of that outside audience by asking questions like “Have you ever had contact with anyone from our orga
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
nization? Was it a satisfactory experience? Are you familiar with our services or products?”
Listen carefully for negative statements, especially evasive or hesitant replies. Watch for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Any of which will need to be
Listen carefully for negative statements, especially evasive or hesitant replies. Watch for false assumptions, untruths, misconceptions, inaccuracies and potentially damaging rumors. Any of which will need to be
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
corrected because we know counterproductive perceptions usually lead to negative behaviors.
Of course you want to correct such problems before they create negative behaviors. So you select the actual perception to be altered, and that becomes your public relations goal.
Fact is, your PR goal without a
Of course you want to correct such problems before they create negative behaviors. So you select the actual perception to be altered, and that becomes your public relations goal.
Fact is, your PR goal without a
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
strategy to show you how to get there, is like catfish without the lemon and tartar sauce. That’s why you must pick one of three strategies structured to create perception or opinion where there may be none, or change existing perception, or reinforce it. What you want to do here is insure that the goal
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
and its strategy match each other. It wouldn’t do to select “change existing perception” when current perception is OK suggesting a “reinforce” strategy.
Here is where writing talent is needed. Someone on your PR team must create a compelling message written in a way that can alter your key target audie
Here is where writing talent is needed. Someone on your PR team must create a compelling message written in a way that can alter your key target audie
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
nce’s perception, as called for by your public relations goal.
You can always combine your corrective message with a product or personnel announcement and increase message credibility by not highlighting the correction itself.
The corrective message should have several attributes, clarity for one. Be s
You can always combine your corrective message with a product or personnel announcement and increase message credibility by not highlighting the correction itself.
The corrective message should have several attributes, clarity for one. Be s
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
pecific about what perception needs clarification or correction, and why. Your facts must be accurate and they must be persuasive, logically explained and believable if the message is to hold the attention of members of that target audience, and actually move perception your way.
Now you pick your “beas
Now you pick your “beas
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
ts of burden” – the actual tactics you will use to carry your corrective message to the attention of that external audience.
There are plenty of communications tactics available including letters-to-the-editor, brochures, press releases and speeches. Or, you might select others such as radio and newspap
There are plenty of communications tactics available including letters-to-the-editor, brochures, press releases and speeches. Or, you might select others such as radio and newspap
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 interviews, personal contacts, newsletters, or group briefings, always making sure the tactics you select have a record of reaching the same audiences as those that make up your target stakeholders.
You’ll want to be ready for queries about progress by again monitoring perceptions among your target
You’ll want to be ready for queries about progress by again monitoring perceptions among your target
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
audience members. Using questions similar to those used during your earlier monitoring session, you will now watch carefully for indications that audience perceptions are beginning to move in your direction.
We are fortunate in the PR business that we can always put the pedal to the metal by employing
We are fortunate in the PR business that we can always put the pedal to the metal by employing
.
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
additional communications tactics, AND by increasing their frequencies.
So what IS the point? Consider using an aggressive new public relations blueprint, like the one at the top of this article, that targets the kind of key stakeholder behavior change that leads directly to achieving your operating obj
So what IS the point? Consider using an aggressive new public relations blueprint, like the one at the top of this article, that targets the kind of key stakeholder behavior change that leads directly to achieving your operating obj
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
ectives.
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. Word count is 1020 including guidelines and resource box.
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. Word count is 1020 including guidelines and resource box.
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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