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Just Other Articles - Ever Think of PR This Way?
Instead of viewing public relations’ big guns as broadcast
plugs, press releases, brochures and fun-filled events, as
many managers do, how about a sound public relations
strategy combined with effective communications tactics
leading directly to the bottom line – perception altered,
behavior modified, employer/client/manager satisfied?
That’s wh
That’s wh
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
at can happen when business, non-profit, public
entity and association managers plan for and create the
kind of external stakeholder behavior change that leads
directly to achieving their managerial objectives. Especially
when they persuade those key outside folks to their way of
thinking, and then move them to take actions that allow
their depar
; 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
ment, group, division or subsidiary to succeed.
Those managers have made a winning bet by using public relations to do something positive about the behaviors of the very outside audiences that MOST affect their operations.
First step in that direction must be creating a high impact public relations blueprint designed to get every member of your PR
Those managers have made a winning bet by using public relations to do something positive about the behaviors of the very outside audiences that MOST affect their operations.
First step in that direction must be creating a high impact public relations blueprint designed to get every member of your PR
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
team working towards the same
external stakeholder behaviors.
As you might suspect, we have such a blueprint for your review: 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-d
As you might suspect, we have such a blueprint for your review: 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-d
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
sired-action the very people whose
behaviors affect the organization the most, the public
relations mission is usually accomplished.
This approach usually causes the fur to fly. For example, new proposals for strategic alliances and joint ventures; a rebound in showroom visits; customers making repeat purchases; capital givers or specifying source
This approach usually causes the fur to fly. For example, new proposals for strategic alliances and joint ventures; a rebound in showroom visits; customers making repeat purchases; capital givers or specifying source
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
looking
your way; prospects starting to work with you; fresh
community service and sponsorship opportunities;
improved relations with government agencies and
legislative bodies; membership applications on the rise;
new thoughtleader and special event contacts; and even
stronger relationships with the educational, labor,
financial and healthca
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
e communities.
Whom, do you suggest, will do the work? Whoever, they must be committed to you as the senior project manager, and to the PR blueprint starting with key audience perception monitoring.
Important questions remain, like who is going to do the work? The usual public relations staff? Specialists from a PR agency? People on-loan from a
Whom, do you suggest, will do the work? Whoever, they must be committed to you as the senior project manager, and to the PR blueprint starting with key audience perception monitoring.
Important questions remain, like who is going to do the work? The usual public relations staff? Specialists from a PR agency? People on-loan from 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
ove? At the
same time you’re sorting out that challenge, you’ll be
checking to insure that your team members accept the
reasons as to why it’s SO important to know how your
most important outside audiences perceive your
operations, products or services. Be certain they buy
the reality that perceptions almost always lead to
behaviors that can h
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
lp or hurt your unit.
Periodically, go over the public relations blueprint with
your team members, especially your plan for monitoring
and gathering perceptions by questioning members of
your most important outside audiences. Questions like
these: how much do you know about our organization?
Have you had prior contact with us and were you
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
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?
Goes without saying that you can always employ professional survey counsel for the perception monitoring phases of your program, although it can be expensive. But luckily, your PR people a
Goes without saying that you can always employ professional survey counsel for the perception monitoring phases of your program, although it can be expensive. But luckily, your PR people a
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e also in the perception and
behavior business and can pursue the same objective:
identify untruths, false assumptions, unfounded rumors,
inaccuracies, misconceptions and any other negative
perception that might translate into hurtful behaviors.
Time now to establish once and for all your public relations goal. Here you must do something about th
Time now to establish once and for all your public relations goal. Here you must do something about th
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
most serious distortions you discovered during your
key audience perception monitoring. Your new public
relations goal might call for straightening out that
dangerous misconception, or correcting that gross
inaccuracy, or stopping that potentially fatal rumor.
The next step is just as important because it tells you how to reach that brand new
The next step is just as important because it tells you how to reach that brand new
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
R goal. To keep things
simple, note that there are only three strategic options
available to you when it comes to handling a
perception and opinion challenge. Change existing
perception, create perception where there may be
none, or reinforce it. Of course, the wrong strategy
pick will taste like chili butter on your pralines, so be
certain th
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
new strategy fits well with your new public
relations goal. Naturally, you don’t want to select
“change” when the facts dictate a “reinforce” strategy.
Here we are at the time when you must produce a powerful corrective message aimed at members of your target audience. However, persuading an audience to your way of thinking is not easy! And that
Here we are at the time when you must produce a powerful corrective message aimed at members of your target audience. However, persuading an audience to your way of thinking is not easy! And that
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
s why
your PR folks must come up with words that are not
only compelling, persuasive and believable, but clear
and factual. This is how you will be able to correct a
perception by shifting opinion towards your point
of view, leading to the behaviors you are targeting.
Happy with the new language? Are the impact and persuasiveness good enough to
Happy with the new language? Are the impact and persuasiveness good enough to
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
o the job? If they are,
you can proceed to selecting the communications
tactics most likely to carry your message to the
attention of your target audience. You can pick from
dozens that are available. From speeches, facility
tours, emails and brochures to consumer briefings,
media interviews, newsletters, personal meetings and many others. But
media interviews, newsletters, personal meetings and many others. But
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
e sure that the tactics you pick
are known to reach folks just like your audience members.
Yet another question, would you rather unveil your message before smaller gatherings rather than using higher-profile tactics such as news releases? Reason is, the credibility of a message can depend on the credibility of its delivery method.
For progress
Yet another question, would you rather unveil your message before smaller gatherings rather than using higher-profile tactics such as news releases? Reason is, the credibility of a message can depend on the credibility of its delivery method.
For progress
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
easurement purposes, you and your PR
team should be prepared to return to the field and
start work on a second perception monitoring session
with members of your external audience. You’ll want
to use many of the same questions used in the first
benchmark session. But this time, you will be
watching very carefully for signs that the bad news
pe
.
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
ception is being altered in your direction.
Momentum can always flag. Fortunately, you have at your disposal the option of speeding up matters with more communications tactics and increased frequencies.
Yes, it can pay dividends when a manager thinks about public relations this way. Especially when s/he creates the kind of external stakeholder beha
Momentum can always flag. Fortunately, you have at your disposal the option of speeding up matters with more communications tactics and increased frequencies.
Yes, it can pay dividends when a manager thinks about public relations this way. Especially when s/he creates the kind of external stakeholder beha
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
ior
change that leads directly to achieving that manager’s
most important operating objectives.
Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box. Word count is 1190 including guidelines and box. Robert A. Kelly © 2006
Please feel free to publish this article in your ezine, newsletter, offline publication or website. Only requirement: you must use the Robert A. Kelly byline and resource box. Word count is 1190 including guidelines and box. Robert A. Kelly © 2006
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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