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Advice You - Move Key Audiences to Actions You Want
How?
Try a blueprint like this: 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-ac
Try a blueprint like this: 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-ac
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 very people whose behaviors affect the organization the most, the public relations mission is accomplished.
It seems worth the effort when you get results like fresh proposals for strategic alliances and joint ventures; prospects starting to do business
It seems worth the effort when you get results like fresh proposals for strategic alliances and joint ventures; prospects starting to do business
; 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
with you; welcome bounces in show room visits; membership applications on the rise; customers starting to make repeat purchases; community leaders beginning to seek you out; capital givers or specifying sources beginning to look your way, and even politicians a
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
nd legislators starting to view you as a key member of the business, non-profit or association communities.
But winners don’t pull it off by themselves. First, they find out who among their important outside audiences is behaving in ways that help or hinder the
But winners don’t pull it off by themselves. First, they find out who among their important outside audiences is behaving in ways that help or hinder the
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
achievement of their objectives. Then they list them according to how severely their behaviors affect their organization.
Next they take steps to learn exactly how most members of their key outside audience think about their organization. And by the way, they mak
Next they take steps to learn exactly how most members of their key outside audience think about their organization. And by the way, they mak
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e certain their entire PR team buys into the crucial importance of knowing for sure how their outside audiences perceive their operations, products or services. And they dig deep to ensure they REALLY accept the reality that perceptions almost always lead to beha
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
viors that can damage your operation.
When it’s time to activate the PR blueprint, monitor and gather perceptions by questioning members of your most important outside audience. Ask questions like these: how much do you know about our organization? Have you had
When it’s time to activate the PR blueprint, monitor and gather perceptions by questioning members of your most important outside audience. Ask questions like these: how much do you know about our organization? Have you had
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
prior contact with us and were you pleased with the interchange? How much do you know about our services or products and employees? Have you experienced problems with our people or procedures?
Not so incidentally, your PR folks are already in the perception and
Not so incidentally, your PR folks are already in the perception and
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
behavior business, so they can be of real use for this opinion monitoring project. Professional survey firms can be brought in to handle the opinion monitoring chore, but that can be a costly undertaking. But whether it’s your people or a survey firm who asks th
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
e questions, your objective is to identify untruths, false assumptions, unfounded rumors, inaccuracies, and misconceptions .
Here, ask yourself which of the above abberations is serious enough to become your corrective public relations goal? Clarify the misconce
Here, ask yourself which of the above abberations is serious enough to become your corrective public relations goal? Clarify the misconce
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ption? Spike that rumor? Correct the false assumption? Fix those inaccuracies? Or yet another offensive perception that could lead to negative results?
Once you firmly set your public relations goal, you can assure you’ll achieve it by picking the right strategy
Once you firmly set your public relations goal, you can assure you’ll achieve it by picking the right strategy
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
from the three choices available to you. Change existing perception, create perception where there may be none, or reinforce it. Especially important that your new strategy naturally compliments your new public relations goal.
How will your message deal with th
How will your message deal with th
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
e offending perception when you address your key stakeholder audience to help persuade them to your way of thinking?
Identify your best writing talent to prepare the message because s/he must put together some very special, corrective language. Words that are no
Identify your best writing talent to prepare the message because s/he must put together some very special, corrective language. Words that are no
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
t only compelling, persuasive and believable, but clear and factual if they are to shift perception/opinion towards your point of view and lead to the behaviors you have in mind.
Now it’s time for rapid fire communications tactics to carry your message to the at
Now it’s time for rapid fire communications tactics to carry your message to the at
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
tention of your target audience. Making certain that the tactics you select have a record of reaching folks like your audience members, you can pick from dozens that are available. From speeches, facility tours, emails and brochures to consumer briefings, media i
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
nterviews, newsletters, personal meetings and many others.
Of course, how one communicates often affects the credibility of the message, so you may wish to deliver it in small getogethers like meetings and presentations rather than through a higher-profile media
Of course, how one communicates often affects the credibility of the message, so you may wish to deliver it in small getogethers like meetings and presentations rather than through a higher-profile media
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
announcement.
It will soon be time to show signs of progress. And that will call for a second perception monitoring session with members of your external audience. Employing many of the same questions used in the first benchmark session, you will now be watchin
It will soon be time to show signs of progress. And that will call for a second perception monitoring session with members of your external audience. Employing many of the same questions used in the first benchmark session, you will now be watchin
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
g carefully for signs that the offending perception is being altered in your direction. Of course you can always accelerate the program by adding more communications tactics as well as increasing their frequencies.
At day’s end, the managers to whom this is add
At day’s end, the managers to whom this is add
.
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
ressed, also know this essential truth: they need an aggressive blueprint such as this one that will deliver behavior change among their most important outside audiences leading directly to achieving their managerial objectives.
Please feel free to publish this
Please feel free to publish this
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
article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 900 including guidelines and resource box.
Robert A. Kelly © 2004.
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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